Customer satisfaction in retail services: a study with reference to Kottayam district in Kerala

Customer satisfaction in retail services: a study with reference to Kottayam district in Kerala John Seethu https://orcid.org/0000-0002-1765-8760 M. Thaiyalnayaki https://orcid.org/0000-0002-4788-4072

Purpose: the main aim of this research paper is to ascertain the factors influencing the service quality of retail services in the study area and to identify the strategies of retail services leading to customer satisfaction of retail services as well as to measure the influence of demographic variables on the level of satisfaction of retail services. Method: the comprehensive framework for ascertaining customer satisfaction on service quality of retail services was subsequently accompanied by the collection of data through a structured questionnaire. The researcher used convenience sampling method and collected 384 responses and used confirmatory factor analysis, linear multiple regression analysis, structural equation model and one way analysis of variance. Findings: it is found that the customer satisfaction of retail services and their quality can be judged by the retail stores location and the relationship maintained by the employees. The customers expect the staff in the retail services have good knowledge about the products and to have empathy in dealing with their customers. The ambience of retail services outlets and their layout are the predominant factors offer best satisfaction to the customers. Practical Implications: the present research is focusing on the unaddressed issues to determine the factors of retail services empirically namely, the strategies of retailer services having their limitations of measurement and how can they be measured, the role of service quality on offering customer satisfaction through the retailer’s services and the demographic variables deciding the level of satisfaction of customers on retail services. Originality/Value: the quality of retail service comprises a healthy interaction between service seekers and service providers. The retailers strategies are to be designed in such a way the performance exceeds the expectations of customers and make them as the customers with high satisfaction and delighted and need to ascertain the factors responsible for customer satisfaction in retail services in retail sector, which is not much done by past researchers
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