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A Comparative Study of Customer Satisfaction between Two Indian Retail Brands

Author

Listed:
  • Rajib Roy

    (Rajib Roy is Professor of Marketing Management and Retail Marketing at Faculty of Management Studies, Dr B.C. Roy Engineering College, Durgapur, West Bengal, India. E-mail: rajib_roy2005@yahoo.com)

  • Amit Kumar Bhattacharya

    (Amit Kumar Bhattacharya is Professor of Econometrics at Faculty of Management Studies, Dr B.C. Roy Engineering College, Durgapur, West Bengal, India. E-mail: nitdgpamit@yahoo.com, nitdgpamit@rediffmail.com)

  • Partha Pratim Sengupta

    (Partha Pratim Sengupta is Professor of Economics at Department of Humanities & Social Science, National Institute of Technology, Durgapur, West Bengal, India. E-mail: pps42003@yahoo.com)

Abstract

The present study is an attempt to measure the customer satisfaction of two competitive Indian retail rands and draw a comparison between the two based on customer service quality and value creation. The comparative analysis is drawn using Multiple Regression Model and before that measurement scale has been defined to measure the regressand and the regressors using primary data. The findings include how and to what extent customer service quality and value creation affect customer satisfaction in case of both the brands. The number of factors influencing customer satisfaction is restricted to two, which can be increased as time progresses and modern retail businesses gets matured in Indian market with development and interplay of more factors and surely can provide further scope of future research. This research work will help the retail managers in general, including those of the concerned brands, to understand their key areas of strength comparatively and accordingly frame their strategies for decision making in order to improve customer satisfaction and gain competitive advantage.

Suggested Citation

  • Rajib Roy & Amit Kumar Bhattacharya & Partha Pratim Sengupta, 2011. "A Comparative Study of Customer Satisfaction between Two Indian Retail Brands," Global Business Review, International Management Institute, vol. 12(2), pages 331-342, June.
    • Handle: RePEc:sae:globus:v:12:y:2011:i:2:p:331-342
    DOI: 10.1177/097215091101200210
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    References listed on IDEAS

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    1. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    2. Rajagopal, 2005. "Measuring Customer Value Gaps: An Empirical Study in Mexican Retail Market," Econometrics 0508012, University Library of Munich, Germany.
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