A Study on Customer Satisfaction Towards Departmental Stores in Tirupur District
Keywords:
Customer satisfaction, departmental stores, Leisure & refreshment and AmbienceAbstract
The substitution of small retail stores by the large stores has been a topic of debate among academics, practitioners, retailers and general public, especially in the context of foreign firms entering emerging markets such as China and India. The purpose of this research is to find out the determinants of consumer satisfaction in departmental stores, with a sample from Tirupur district. As satisfied customer is a valuable asset to any organization, especially, for the ones dealing with ultimate consumers Data were collected using a 19-item structured questionnaire developed by the authors. The sample consists of 400 consumers who shop at departmental stores in Tripur District. Exploratory factor analysis grouped the 19 variables into 6 factors. Further, ANOVA and f-test revealed that six of the factors (Employees’ behavior, Leisure & refreshment, Ambience, Price & Quality, Location and Exclusive Products) were major predictors of consumer satisfaction as they were found to be significant at 1% or 5% level. The factor analysis, ANOVA and f-test results reveal that customer satisfaction is influenced by the six factors resulted from factor analysis test and further, socio-economic variables have a good voice-over the customer satisfaction while buying in the departmental stores in Tirupur district. The research can be extended in other areas of the State and comparative study can be undertaken by taking other organized retail formats.
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