Customer Behaviour Towards Service Quality in Retail Store

Marketing Management

International Conference on "Innovative Management Practices"

The purpose of this paper is to measure the level of satisfaction of the customers towards the quality services in retail store in Coimbatore. One of the biggest contemporary challenges of marketing is providing and maintaining customer satisfaction. Customer satisfaction measures offer a meaningful and objective feedback about clients’ preference and expectations. The study surveyed 200 customers of 10 various retail stores to determine the key influential factors that significantly influence on their level of satisfaction. Service quality has been the subject of considerable interest by both practitioners and researchers. An important reason for the interest in service quality by practitioners results from the belief that this has a beneficial effect on bottom-line performance for the firm. However, practitioners often tend to use the terms service quality and customer satisfaction inter changeably. Most experts agree that customer satisfaction is a short term, transaction specific measure whereas service quality is an attitude formed by a long-term over all evaluation of a performance. Hence the retailing is the most prominent element of marketing where the marketers meet the ultimate consumer who exchanges value of product and sanctions the very existence of business. Retailer is the last link in the distribution chain.

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