STUDY ON CONSUMER SATISFACTION IN RETAIL SHOPS
Name: Khan Aisha Khatoon Azhar Hussain
Guide Name: Dr. Kirti Varma Changu Kana Thakur Arts, COMMERCE, Science, New Panvel (AUTONOMOUS)
Abstract :
Customer satisfaction is a critical factor determining the success of retail businesses. Retail shops, whether small or large, rely heavily on customer perception, experience, and loyalty. This study investigates the various determinants of customer satisfaction in retail shops, focusing on product quality, price fairness, staff behavior, store ambience, and post-purchase services. A mixed-method approach is employed, combining primary data collected from structured questionnaires with secondary data from existing research studies. The study analyzes data using descriptive statistics, correlation, and regression analysis to identify key predictors of satisfaction. Findings indicate that product quality and staff behavior are the most significant contributors to customer satisfaction, while price fairness moderates perceived value and repurchase intention. Furthermore, qualitative insights reveal that customers value personalized service, easy returns, and a clean and well-organized shopping environment. This paper provides actionable recommendations for retail managers to improve customer satisfaction, enhance loyalty, and gain a competitive advantage in a highly dynamic retail environment. The study also identifies gaps in current research and emphasizes the need for continuous monitoring of customer expectations in the evolving retail landscape.
