ANALYZING THE ROLE OF SERVICES AND FACILITIES DIMENSIONS IN THE CUSTOMER GRATIFICATION TOWARDS ORGANIZED RETAIL OUTLETS

The tremendous advancement of retailing in India is reflected in the swift surge in the number of hypermarkets, supermarkets, departmental stores and specialty stores in the country. These resulted a necessity from the retailers to guarantee the service quality factors for increasing the customers loyalty towards the stores. The study addresses the role of services and facilities dimensions in the customer satisfaction. A survey was executed with the support of a questionnaire and the data obtained was analyzed using PCFA and Multiple Regression Analysis to understand the role of each dimensions in the customer satisfaction. The factor analysis revealed that the factors services and facilities were highly correlated. Also, shows the relationship between the services and facilities dimensions and customer satisfaction towards organized retail outlets is very good. The findings of the study will be beneficial for the retailers to improve their customer's loyalty towards the retail stores.