Authors: Ranjan Chaudhuri, Sanjeev Verma
Addresses: Department of Marketing, National Institute of Industrial Engineering, Near Vihar Lake, Mumbai 400087, India. ' Department of Marketing, National Institute of Industrial Engineering, Near Vihar Lake, Mumbai 400087, India
Abstract: The rapid growth in economy and intense competition in retail markets in recent years in major metropolises like Mumbai have motivated retailers to use strategies focused on retaining and attracting the right customers. However, a strategy that is effective in acquiring new customers may not be the most effective in retaining current customers. This paper is an attempt to study the determinants of customer satisfaction in the changing retail scenario in select retail outlets in Mumbai. The critical factors affecting customer satisfaction in the retail industry are presented through a conceptual 4A framework.
Keywords: customer satisfaction; service features; service quality; customer retention; customer loyalty; retailing; India.
International Journal of Electronic Marketing and Retailing, 2008 Vol.2 No.2, pp.190 - 201
Published online: 04 Aug 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article