A Comparative Study of Customer Satisfaction between Two Indian Retail Brands

Rajib Roy, Amit Kumar Bhattacharya and Partha Pratim Sengupta
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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

Global Business Review, 2011, vol. 12, issue 2, 331-342

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.

Keywords: Customer service quality; value creation; customer satisfaction; measurement; multiple regression model (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:12:y:2011:i:2:p:331-342

DOI: 10.1177/097215091101200210

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