文章基本信息

标题：A Study on Importance of Customer Satisfaction in Retail Industry
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作者：Sushree Sangita Ray ; Rachita Ota ; KamalkantaKhatai 等
期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2022
卷号：4
期号：5
页码：347-358
DOI：10.35629/5252-0405104108
语种：English
出版社：IJAEM JOURNAL
摘要：Customer Satisfaction has been an essential element in every industry, even in retail industry. Involves studying the customer’s satisfaction within the retail store, with the ambiance, with the brands and service provided and for this it is necessary to understand to the needs of the customers and interact with them.It is essential to understand the need of the customer’s and to serve them better and to do so, management should try and understand the key factors which are affecting the customers in making their buying decisions. Satisfied Customers are the assets of the business concerns and Customer satisfaction is the key factor in the formation of the consumers future purchase intentions. To gain loyalty of the customers and to make sure there are repeat purchases it is necessary to satisfy and facilitate customers with the value of the product.The best way to find out the level of satisfaction of customers is to do survey on consumer using a questionnaire through which management can get the idea about the changes that customers want and can identify opportunities and monitor impact of the key factors. A satisfied customer will give their favourable responses and positive experience to the other persons and a dissatisfied customer will exaggerate about the negative experience. So, the retailer must try to satisfy and delight them with the service which enhances differentiation.
关键词：Customer;Satisfaction;Retail;Purchase Decisions;Customer Loyalty;Brand