Research Work on Customer Satisfaction

Delhi Business Review X Vol. 13, No. 1 (January - June 2012)

DETERMINANTS RETAIL SATISF CTION TISFA DETERMINANTS OF RETAIL CUSTOMER SATISFACTIO N
ORGANISED RETAIL STUDY A STUDY OF ORG ANISED RETAIL OUTLETS IN DELHI

Manish Madan * Sima Kumari **

P

THE study investigates the detailed information about the growth of retailing industry in India. It examines the growing awareness and brand consciousness among people across different socio-economic classes in India, and how the urban and semi-urban retail markets are witnessing significant growth. It explores the role of the Government of India in the industry’s growth and the need for further reforms. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the retail industry in India to grow faster. The paper includes growth of retail sector in India, strategies, strength, and opportunities of retail stores, retail format in India, recent trends, and opportunities and challenges. This paper concludes with the likely impact of the entry of global players into the retail industry in India. It also highlights the challenges faced by the industry in near future. Design/Methodology/Approach – A questionnaire related to the expectations and perception of the customers visiting various retail outlets in Delhi? An analytical detail study of various internet sources and related journal and articles was done. The Chi – Square Test as a statistical tool has been used. Findings – The result of the data analysis disclosed that majority of visitors are from younger generation, so the retail outlets may consider their requirement for better profitability. Further organized retailers are advised to provide sufficient parking space so that visitors may feel comfortable to do shopping. Research Limitations/Implications – As judgmental sampling is used, all the non-probability errors would be

References: Binta, Abubakar and Val, Clulow (2002), “Developing a Framework for Understanding a Tourism Service Setting: An Exploratory Study”, Services Marketing Quarterly, Vol. 23, No. 3. Cronin, J.J., and Taylor, S.A. (1992), “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, Vol. 56, July, pp.55-68. Dabholkar, P.A., Thorpe, D.I., and Rentz, J.O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science, Vol. 24, No.1, pp.3-16. Ilter, Dr. Burcu (2006), “High School Girls’ Shopping Mall Experiences, Perceptions, and Expectations: A Qualitative Study”, Retrieved on Jan. 25, 2012 from http://eab.ege.edu.tr/pdf/6_1/C6-S1-M10.pdf. John B., Clark and Hojong, Hwang (2000), “International Comparative Analysis of Customer Satisfaction with Discount Stores, Retrieved on Jan. 25, 2012, http://www.sba.muohio.edu/abas/2002/cancun/Clark_International%20comparative% 20analysis%20of%20customer%20satis%E2%80%A6.pdf. Kaul, Subhashini (2005), “Measuring Retail Service Quality: Examining Applicability of International Research Perspectives in India”, Retrieved on Jan. 25, 2012 from http://www.iimahd.ernet.in/publications/data/2005-10-02skaul.pdf. Kerrie, Bridson and Melissa, Hickman (2003), “Loyalty Program Attributes and their Influence on Retail Customer Satisfaction”, Retrieved on Jan. 25, 2012 from http://elmurobbie.files.wordpress.com/2009/01/program-loyaltysatisfaction.pdf. Nhat, Nguyen Dang Duy (2007), “Determinants of Retail Service Quality - A Study of Supermarkets in Vietnam”, Retrieved on Jan. 25, 2012 from http://www.vnulib.edu.vn:8000/dspace/bitstream/123456789/2976/1/sedev0807-02.pdf. Nilawan, Alisa (2008), “Customers’ Satisfaction with Metro Mall at Sukhumvit Subway Station”, Retrived on Jan. 25, 2012 from http://thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Alisa_N.pdf. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985), “A Conceptual Model of Service Quality and Its Implication for Future Research”, Journal of Marketing, Vol. 49 (Fall), pp.41-50. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol. 64, No. 1 (Spring), pp.12-40. 126