A study on customer perception towards Service Quality of organised retail sector in Madhya Pradesh

Abstract

The rapid Retail changes have lead to a world which is full of opportunities for Retailers as well as for customers. This phenomenon can be attributed to recent Retail changes which has taken place not only in India but in the whole of the world. These general changes are, change in consumption pattern of customers, increase in customers expectation from Retailers, growth of Multinational Retail Organizations and increase in growth status of Organized Stores etc. The retail boost in India is not bound to tier I cities only and also not to the few states. The Retail boost in Madhya Pradesh has increased with immense pace. Although it is also true that competition has risen intensely among retailers and profit margin has become very narrower than before, putting huge pressure on Retailers in terms of attracting consumers, satisfaction of consumers, loyalty of customer and for retaining customers. Service quality has become a fundamental decision for the firm to be more competitive and for satisfying and retaining customers. The study pays attention on quality service and also on its impact on satisfaction of customers, customer purchase decision and on customer attraction factors. newlineThe study has been conducted in three major cities of Madhya Pradesh viz. Indore, Bhopal and Jabalpur and participants were those customers who come to organized retail stores in newlinexvi newlinethese cities and belong to different age group, income group and different gender. The data would have been analyzed by Multiple Regression Analysis, ANOVA, Correlation, factor Analysis and by SERVQUAL Analysis (A scale to assess service quality developed by Parasuraman, Zeithmal and Berry in the year 1985). The study in findings finds that gap exists in customer expectation and customer perception towards service quality, also quality service has large effect on customer purchase decision and on satisfaction of customers.