Service convenience and customer satisfaction: A study in the food and grocery retail context of Nagpur city

In one sense, convenience is about elevating the human experience. It is something that goes beyond the four walls of the organization and includes both customers and the workforce. Service convenience, as conceptualized by Berry et al. (2002, p. 4), is defined-as the “consumers’ time and effort perceptions related to buying or using a service.” The-five service convenience constructs used are access, decision, benefit, transaction and post benefit convenience. We expect that service convenience will lead to overall satisfaction. The sample was selected from the Nagpur because the scope of research is limited to supermarket and grocery stores of Nagpur City. We have collected responses through a structured questionnaire fromtotal163 respondents. We can conclude that access convenience, benefit convenience and decision convenience are the important factors of service convenience for the consumers of Nagpur City. Transaction convenience and Post Benefit convenience are not considered as important factors of service convenience for the consumers. For customers in the order of importance for greater satisfaction look for benefit convenience followed by decision convenience and access convenience. Transaction and Post-benefit convenience are not seen as important service convenience factors effecting customer satisfaction.