To Identify the Factors Impacting Customer Satisfaction in Food Retail Supermarkets

Many research studies have been conducted in the area of retailing services, but there has been no research that takes into account both service quality and retail store features and identifies the factors that lead to customer satisfaction in food retail supermarkets. Customer satisfaction is defined as the extent to which a product or service meets or exceeds the customers’ expectations. The importance of such a study is immense in one of the fastest growing retail markets like India, where the impact of service quality and retail store features on customer satisfaction from the retail customers’ point of view is a very crucial field of discussion. After extracting different variables of service quality and retail store features from studying a body of literature on services in food retail supermarkets, this study aims to identify the main factors that lead to customer satisfaction in food retail supermarkets. The main factors are extracted from the independent variables using factor analysis. Then regression analysis is done taking the extracted factors as independent variables and customer satisfaction as dependent variable. Likert scale and multiple choice questions are used in the questionnaire. There are 17 independent variables which by factor analysis are reduced to 5 main factors which are found to significantly impact customer satisfaction in food retail supermarkets.