Service Quality and Customer Satisfaction in Organised Retail Sector in India

Supermalls are replaced by ‘kirana’ stores all over India. India's retail infrastructure is witnessing change as many supermalls are being constructed and operating in various cities. The Indian consumers are changing in terms of personality, buying motives, interests, attitudes, beliefs and values when he or she is making a shift from ‘kirana’ stores towards shopping malls. The level of customer satisfaction can be affected by the attractiveness and well-functioning environment of shopping malls. The research paper attempts to measure the quality of service offered by shopping malls. It also tries to investigate the relationship between service quality and customer satisfaction. Five dimensions i.e. physical aspects, reliability personal interaction, problem solving, and policy were used to assess the quality offered by the mall management. In order to achieve the aims, both primary and secondary sources of data were used. The primary data were collected through administrating questionnaire. Convenient sampling procedure was used to obtain 300 responses from customer of shopping malls in Delhi. Multiple regression was used to investigate the relationship between dependent and independent variables. Findings of this research reiterate the point of view that Service Quality dimensions are crucial for customer satisfaction in retailing sector with high growth potential and opportunities in fast growing economies like India's. There are several limitations that warrant future research. The study was conducted in Delhi, India. The result of the same, if conducted in other part of the country may vary. Resource and time constraints led the researcher to select a limited sampling frame future research can be carried out by taking large sample size.