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| Received
16-Sep-2012 |
Accepted
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Published
16-Sep-2012 |
Abstract
Customer satisfaction has become a major source of
concern in retail business. With organized retail becoming
the most happening thing in the recent future. The entry of
foreign retail players into the Indian market has made it
tough for the Indian players. To keep pace with the
demands of the new age customers the retail outlets have to
devise new strategies and techniques in understanding
their needs and fulfilling their requirements. It is proposed
that quality of service is an important indicator of customer
satisfaction. Measuring service quality involves objective
feedback from existing customers.
The study is based on the five overall dimensions of service
quality and the extent to which the customers expect and
perceive services provided by two retail outlets Reliance
Fresh and More. This paper aims to understand the service
quality gaps of these outlets with respect to the customer
expectations and perceptions. The study gives useful and
innovative insights to boost customer satisfaction towards
Reliance Fresh and More.
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