Title: Role of attributes in influencing customer satisfaction: a study with reference to jewellery stores in Chennai

Authors: Kota Sreenivasa Murthy; K. Sai Kumar

Addresses: Department of Management, School of Commerce and Business Management, Central University of Tamil Nadu, Thiruvarur – 610 005, Tamilnadu, India ' Department of Management Studies, Easwari Engineering College, Ramapuram, Chennai (TN), India

Abstract: The study aims to extract the important attributes that influence customer satisfaction in jewellery stores. The required data for the study were collected from 250 customers visiting the stores, using the non-probability sampling method. The factor analysis technique was employed to extract the factors. The results of the study identified five factors responsible for influencing customer satisfaction. The store image is the most important factor accounting for a large percentage of variance followed by customer service; market strategy, convenience and customer management. The correlation between all these factors is strongly positive and influences customer satisfaction. The strongest correlation that exists with customer satisfaction is store image followed by market strategy.

Keywords: customer satisfaction; customer service; jeweller stores; market strategy; store image.

DOI: 10.1504/IJBCG.2023.135782

International Journal of Business Competition and Growth, 2023 Vol.8 No.3, pp.132 - 146

Received: 20 Oct 2022
Accepted: 23 Jan 2023
Published online: 05 Jan 2024 *

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