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CUSTOMER SATISFACTION IN RETAILING OF FMCGs IN THIRUVANANTHAPURAM DISTRICT
In this current changing business scenario, retail industry has witnessed major revolution and global attention. Retailing is one of the most rapidly growing and promising industries in Indian Economy. Retailing is an important social institution in Kerala because about 30 per cent of what a custome...
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| Format: | Printed Book |
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| Online adgang: | http://10.26.1.76/ks/004674.pdf |
| Summary: | In this current changing business scenario, retail industry has witnessed major revolution
and global attention. Retailing is one of the most rapidly growing and promising industries in
Indian Economy. Retailing is an important social institution in Kerala because about 30 per cent
of what a customer spends goes on products & services that they buy from retailers. In the midst
of stiff and fierce competition and increased number of retail outlets providing a variety of
FMCG products, customers have become accustomed to patronizing multiple outlets.
Traditionally, retailers have relied only on differentiation of products and services to retain their
customers and also to satisfy the consumers. However, times have changed, due to fierce
competition from new players entering the market, imitation of new features and increase in
number of new offers, customers have acquired new choices and they have also become more
price sensitive, which has forced marketers to adapt differentiated and customer oriented
strategies in order to enable them to stand out in the competition and gain a competitive edge.
Retailers have recognized this trend and are of the view that customer satisfaction plays a role in
the success of retailing business. Therefore it has become important for FMCG retail stores to try
and manage customer satisfaction. Customer satisfaction occurs when the value and customer
service provided through a retailing experience meet or exceed consumer expectations. Customer
satisfaction is considered very important now a day, it shows how firms are committed to
provide quality product or services to their customers that eventually increase customer loyalty.
Retail business units are now busy in finding out new and innovative ways to satisfy their
customers so that they will stick on the company. The present study is to assess the level of
satisfaction of the customers from the various services of retailing of FMCGs in
Thiruvananthapuram district |
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| Emne beskrivelse: | 66th All India Commerce Conference |