Before the globalization most of the retaining used to be done in retail stores. In recent years non-store retailing has been growing much faster than the store retailing includes selling of the final consumer through the internet, direct mail, catalogs, the telephone and other direct selling approach. Customer became more luxurious so according to them satisfaction and quality are main focal point for the retail outlet store because one satisfied customers brings more than twenty customers and one unsatisfied customers take two hundreds customers back. Changes in customers’ expectation and perceived quality and perceived value all works in concert to drive the customer satisfaction. This research is intended to understand the impact of quality attributes on customer satisfaction in Indian apparel retailing.
Table of Contents
1. Executive Summary
2. Introduction
2.1 Objectives
3. Theoretical Background
3.1 Quality Attributes of Store and Customer satisfaction
4. Literature Review
5. Research Methodology
5.1 Data Collection Method
6. Data Analysis
6.1 Factor Analysis
6.2 Multiple Regression Analysis
6.3 Cross tabulation
7. Findings
8. Conclusion
9. Bibliography
Objectives & Topics
This research aims to analyze the impact of various quality attributes within a retail store on overall customer satisfaction, specifically focusing on the Shoppers Stop retail outlet. It explores how physical facilities, value-added services, and maintenance influence consumer perceptions, shopping behavior, and their frequency of purchase.
- Impact of store quality attributes on customer satisfaction
- Connection between demographic variables and monthly apparel expenditure
- Customer preference and purchasing behavior patterns
- Evaluation of physical facilities, value-added services, and store maintenance
Excerpt from the Book
Professor Noriaki Kano (1980) developed a Kano’s theory on customer satisfaction. He distinguished customer’s satisfaction attributes into three distinct categories:“MUST-BE-ATTRIBUTES”, “PERFORMANCE ATTRIBUTE”’, and “ATTRACTIVE ATTRIBUTES”.
“MUST-BE-ATTRIBUTE” is a necessity and a prerequisite. If this attribute is not present, customers will be dissatisfied, but the presence of attribute will not increase customer satisfaction. Must-be-attributes are a decisive competitive factor; if they are not fulfilled, the customer will not be interested in the product at all. An example of a “Must-Be-Attributes” in apparel retail store could be the dressing room. The customers may expect a dressing room and take it for granted; without it customers will be dissatisfied.
“PERFORMANCE ATTRIBUTES” are related to the performance of the product and are usually explicitly demand by customer. When a performance attributes is present, customer will be satisfied. The higher the performance level is higher the satisfaction will be. When this attribute is not present, though, customers will be dissatisfied. For example, A “Performance Attribute” in a retail store could be the store personnel. The better the store employee performs his duties, such as helping the customer, being courteous and friendly, etc., the more satisfied the customer is, and vice versa.
“ATTRACTIVE ATTRIBUTES” have the greatest influence on how satisfied a customer will be with a given product. Attractive requirements are neither explicitly stated nor expected by the customer. The presence of attractive attributes leads to more than proportional satisfaction. If attractive attributes are not present, however, there is no feeling of dissatisfaction. An example of an “Attractive Attribute” in an apparel retail store could be a magic mirror in the dressing room that displays a description of the garment, as well as other available colors and sizes, and suggests accompanying accessories. The absence of a magic mirror will not necessarily result in customer dissatisfaction or loss of customers, but the presence of the mirror creates joy for consumers, more than mere satisfaction.
Summary of Chapters
1. Executive Summary: Provides an overview of the research scope, data collection methods using surveys and personal interviews, and the analytical approach used to measure customer satisfaction.
2. Introduction: Discusses the importance of retail store attributes in consumer decision-making and establishes the research objectives regarding Shoppers Stop.
3. Theoretical Background: Examines the relationship between store quality attributes, customer satisfaction, and loyalty, highlighting key strategies for improvement.
4. Literature Review: Summarizes previous studies on retail location, store loyalty, shopping behavior, and satisfaction models including Kano's theory.
5. Research Methodology: Details the primary data collection process, specifically the use of convenience sampling and a structured questionnaire administered to 90 customers.
6. Data Analysis: Presents the statistical findings through factor analysis, multiple regression, and cross-tabulation of demographic variables against store metrics.
7. Findings: Outlines the results showing that customers are highly concerned with store quality and that specific maintenance and value-added services need improvement.
8. Conclusion: Summarizes the study’s results, confirming that while Shoppers Stop faces intense competition, it maintains a strong position that can be enhanced through innovative strategies.
9. Bibliography: Lists the sources and web references utilized throughout the research.
Keywords
Customer Satisfaction, Apparel Retailing, Store Attributes, Shoppers Stop, Physical Facilities, Value-Added Services, Retail Management, Consumer Behavior, Kano's Theory, Factor Analysis, Demographics, Customer Loyalty, Retail Format, Purchasing Frequency, Service Quality.
Frequently Asked Questions
What is the fundamental focus of this research?
The research focuses on investigating how various quality attributes of a retail store, such as physical facilities and value-added services, influence customer satisfaction in the apparel retail sector.
What are the primary thematic areas covered?
The work covers retail store image attributes, consumer perception, the impact of physical store environment on satisfaction, and the relationship between demographics and shopping expenditure.
What is the primary objective of the study?
The main objective is to understand the impact of Shoppers Stop's store quality attributes on customer satisfaction, examine demographic connections to shopping behavior, and assess the overall customer experience.
Which scientific methods were employed for this research?
The study utilizes descriptive research with primary data collected via personal interviews and surveys. Analytical methods include factor analysis, multiple regression, and cross-tabulation of demographic data.
What topics are discussed in the main body of the work?
The main body covers the theoretical background of customer satisfaction, an extensive literature review of previous retail studies, detailed research methodology, data analysis results, and final conclusions.
Which keywords define this work?
Key terms include Customer Satisfaction, Apparel Retailing, Store Attributes, Consumer Behavior, Retail Management, and Service Quality.
How does Kano's theory apply to the findings in this book?
The book uses Kano's theory to categorize store attributes into 'Must-be', 'Performance', and 'Attractive' categories, helping to explain why certain service aspects create dissatisfaction while others generate joy.
What specific demographic insights were gained from the cross-tabulation?
The data revealed that the majority of customers at the studied Shoppers Stop outlet fall within the 26-30 age group with a monthly income range of Rs 30,001-40,000.
What does the author suggest for the future strategy of Shoppers Stop?
The author suggests leveraging existing strong points while adopting innovative ideas and slight modifications to the current system to maintain its top market position.
- Arbeit zitieren
- Richa Kumari (Autor:in), 2012, Impact of Quality Attributes on Customer Satisfaction in Apparel Retailing, München, GRIN Verlag, https://www.grin.com/document/205838
