Factors Determining Retail Customer Satisfaction: A Study of Organized Retail outlets in an Indian Capital City

Abstract

Over the last two decades, Indian retail has grown both in size and volume. It is one among the fastest growing sectors in the economy. The change from unorganized to organized retailing has resulted in a significant shift in consumer behavior. The changing behavior of the consumers has demanded that the retailers to adopt innovative ways of offering different values to the customers. The study explores to find the factors determining the satisfaction of the retail customers. Structured questionnaires and scenarios formed data collection tools from 178 respondents in Bhubaneswar, the capital city of Odisha state. Descriptive statistics like percentage analysis and the weighted average and chi-square test were used to analyze and interpret the data. This study indicates that products, services, promotions and sales personnel play a vital role in the organized retailing sector. The findings suggest that the marketing strategies of retailers be a valuable tool for enhancing the retail business values and sales.