Grievance Redressal Mechanisms and Their Impact on Customer Satisfaction and Brand Loyalty in the Indian Telecom and Banking Sectors

Abstract

This study investigates the role of grievance redressal mechanisms in shaping customer satisfaction and long-term loyalty within the Indian telecom sector, while also examining the relationship between green marketing initiatives and brand loyalty in banking. Using statistical techniques such as Chi-square tests, ANOVA, correlation, regression and structural equation modeling (SEM) in SPSS and AMOS, the research identifies key factors influencing consumer perceptions. Findings reveal that younger and more educated respondents exhibit greater awareness of grievance redressal channels such as mobile applications and helplines, preferring digital modes of complaint resolution for convenience. Airtel and Jio demonstrated faster and more effective resolution times compared to BSNL, which significantly influenced satisfaction and retention levels. Correlation analysis confirmed a strong positive relationship between timely grievance handling and higher customer loyalty, with effective complaint resolution emerging as a predictor of brand trust. Parallel analysis of green marketing practices in the banking sector indicated that initiatives such as digital banking and paperless documentation enjoy higher awareness among customers, whereas CSR and internal green practices lag behind. Hypothesis testing showed a significant positive relationship between green marketing adoption and brand loyalty, with regression analysis explaining over 41% of variance in loyalty scores.