Effects of Reference Groups and Country of Origin on the Relationship of Service Quality Expectations and Choice of Brands

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• 1.1: Background of the Study
• 1.2: Problem Statement
• 1.3: Objectives of the Study
• 1.4: Research Questions
• 1.5: Significance of the Study
• 1.6: Scope and Limitations of the Study
• 1.7: Structure of the Thesis
• Chapter 2: Literature Review
• 2.1: Service Quality
• 2.2: Customer Expectations
• 2.3: Reference Groups
• 2.4: Country of Origin
• 2.5: Brand Choice
• 2.6: Banking Industry in India
• Chapter 3: Research Methodology
• 3.1: Research Design
• 3.2: Population and Sample
• 3.3: Data Collection Method
• 3.4: Data Analysis Techniques
• Chapter 4: Data Analysis and Interpretation
• 4.1: Descriptive Analysis
• 4.2: Hypothesis Testing
• 4.3: Regression Analysis
• Chapter 5: Discussion and Implications
• 5.1: Discussion of Findings
• 5.2: Theoretical Implications
• 5.3: Managerial Implications

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to investigate the influence of reference groups and country of origin on the relationship between service quality expectations and brand choice within the Indian banking industry. It seeks to explore how these factors impact customer preferences and decision-making processes.

• The impact of reference groups on customer service quality expectations.
• The influence of country of origin on customer perceptions of service quality.
• The role of service quality expectations in shaping brand choice decisions.
• The interplay between reference groups, country of origin, service quality expectations, and brand choice.
• The specific application of these findings to the Indian banking context.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the study, outlining the research background, problem statement, objectives, research questions, significance, scope, and limitations. It also establishes the structure of the thesis.

Chapter 2 presents a comprehensive review of relevant literature, exploring concepts such as service quality, customer expectations, reference groups, country of origin, brand choice, and the Indian banking industry. It provides a theoretical framework for the study.

Chapter 3 details the research methodology employed, including the research design, population and sample selection, data collection methods, and data analysis techniques.

Chapter 4 analyzes and interprets the collected data, presenting descriptive statistics, hypothesis testing, and regression analysis results.

Schlüsselwörter (Keywords)

The central themes explored in this thesis are service quality expectations, brand choice, reference groups, country of origin, and the Indian banking industry. It examines the influence of social and national contexts on consumer behavior within this specific market segment.