Volume : 10, Issue : 3, MAR 2024

OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI

A STUDY ON CUSTOMER SATISFACTION TOWARDS FIRST CRY PRODUCTS IN MADURAI CITY

M. YOGESH, MRS. R. NANDHINIEESWARI

Abstract

This research investigates customer satisfaction within the domain of FirstCry products, a prominent provider of baby and kids' merchandise. In today's fiercely competitive market, where customer experience is paramount, understanding and elevating satisfaction levels are critical. Through a blend of qualitative and quantitative methodologies, this study identifies pivotal factors influencing customer satisfaction with FirstCry products. Surveys, interviews, and data analysis are employed to glean insights from both current and prospective customers, exploring facets such as product quality, pricing, customer service, delivery efficiency, and brand perception. Moreover, the research examines the impact of variables like product diversity, website or app user interface, and post-sales assistance on satisfaction levels.

The findings offer actionable insights for FirstCry to refine its offerings and services, thereby nurturing increased customer satisfaction and loyalty. Furthermore, the implications extend beyond FirstCry, providing valuable strategies for enhancing customer experience across the broader baby and kids' products industry. The research employs surveys, interviews, and data analysis techniques to gather insights from both existing and potential customers. It examines various aspects such as product quality, pricing, customer service, delivery efficiency, and brand perception.

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References

1. Kotler, P., Keller, K. L., & Brady, M. (2012). Marketing management (14th ed.). Pearson Education.This textbook provides comprehensive coverage of marketing principles, including customer satisfaction and retail management.

2. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.This seminal paper introduces the SERVQUAL scale, which is widely used to measure customer satisfaction, including in retail contexts.

3. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.This textbook offers insights into consumer behavior theories and concepts relevant to understanding customer satisfaction in retail settings.

4. Hoyer, W. D., & MacInnis, D. J. (2010). Consumer behavior (5th ed.). Cengage Learning.Another comprehensive textbook on consumer behavior, providing valuable insights into factors influencing customer satisfaction.

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