Effectiveness of Organized Retail Outlets in Increasing Customer Satisfaction in Mysuru City
Keywords:
Customer satisfaction, influenced factors, pre- existence and post existence of organised retail storesAbstract
Indian Retail industry is presently thriving and attracting vast attention to strengthen the economy in recognizing at global level. Global Retail Development Index-2017 pointed out that India has got first place in retail development. Indian market is anticipated to grow double from present level up to $1.3 trillion by 2020. Consequently, organized retailers are willing to dominate in the retail world. In this phenomenon, there is a challenging task to organized retailers to boost the sale by satisfying the customers and retain them for long term. The study has intended to know the effectiveness of organized retail outlets in increasing customer satisfaction and to examine the changes in customer’s satisfaction due to emergence of modern retail outlets in Mysuru city. The primary data has collected through structure questionnaire from 147 respondents and mall- Intercept interview method also used. The study used purposive sampling technique and the collected data have been analyzed with the help of suitable statistical methods like mean, Standard deviation and paired sample t- test. The study found that the mean value for eighteen tested attributes evidenced the variance from 3.1836 to 4.3537 with regard to changes made in customer satisfaction level after existence of organized retail outlets. The study statistically proved that all the attributes such as location convenience, time convenience, good quality, varieties of collections, good offers, product freshness, availability of branded items, store atmosphere, everything available under one roof, method of payment using debit/credit card, correctness of weight and measurement, billing system and proper description, communication of sales people, home delivery display of information, credit facility, parking facility, feedback consideration are contributing in the positive direction in increasing customer satisfaction level due to emergence of organized retail stores
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