Service Quality in Convenience Stores: A Predictor of Customer Satisfaction

Marketing

Organized Retail Industry is one of the most growing industries in India and was forecasted to grow by 31% in the year 2018. It is expected to grow to USD 1200 billion by the year 2021. India is ranked as fifth most preferred destination in retail sector which gives an edge to different companies in the retail chain. Convenience stores contribute a major part in the retail sector and will continue to be the important part in the years to come. According to BCG’s latest survey it has been found that from 2009 to 2017 convenience stores captured the large share in the retail market and also grew at exceptionally faster than other type of retail stores. In this study, Ondoor, Reliance, Supermarket, Aapurti stores are selected and determined the service quality and its impact on customer satisfaction.The objective of this study is to examine the impact of service quality (tangibility, reliability, assurance, empathy, responsiveness) on customer satisfaction and for these total 90 customers is selected from the selected convenience stores in Indore city. Through the application of regression, hypothesis was tested and found that the customers are satisfied with the service quality provided in convenience stores.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.