Assistant Professor, Sinhagad Institute of Management and Computer Applications, Pune, Maharashtra, India
The study is about finding the role of retail front line sales personnel in generating customer experience in organized retail in India. The study is exploratory in nature. Convenience Sampling Technique is used. Survey method is used for collecting the data. Structured questionnaire is used for collecting the data. The interviews were conducted through intercepts at retail stores in organized retail chains. The sample size for the study is 141 Respondents. Nominal Scale is used for all variables except for age, family size, family monthly income and number of children ratio scale is used. SPSS 17 version is for data analysis and conducting various tests. The findings of study are 1. Positive perception on the part of the customers about the store personnel results in customer's loyalty. 2. Friendly and courteous behavior of store personnel 3. Every minute aspect of store personnel's, eagerness to help etc have positive impact on the customers shopping experience.
