Abstract
Research has largely concentrated on customer
responses to the products they have received from tiger brands. The
present study sheds light on the determinants of customer loyalty to a
content-based service, improving company business processes and
optimum productivity in a manufacturing company. General
fundamentals of productivity must build a loyal customer base in
order to attract repeat business and have a competitive advantage
over competitors. Need fulfillment, responsiveness, security and
technical functionality of the company are shown to influence
productivity. Managerial implications are provided.