Volume : 11, Issue : 3, MAR 2025
CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.
A STUDY ON CUSTOMER SATIFICATION TOWARDS D-MART WITH SPECIAL REFERENCE TO MADURAI BRANCH
R. ASWIN, B. MOHANA PRASATH, A.VISHVANATH, DR. S. MANJULA
Abstract
Customer satisfaction is a key factor in determining the success and long-term sustainability of retail businesses. This study explores customer satisfaction at D-Mart, with a special focus on its Madurai branch. It evaluates critical aspects such as product quality, pricing strategies, customer service, store ambiance, and the overall shopping experience. The research methodology includes both primary and secondary data sources. Primary data was collected through structured questionnaires from customers visiting the Madurai branch, with a sample size of 200 respondents chosen through random sampling. Secondary data was obtained from industry reports, company records, and online sources. The study employs statistical tools such as percentage analysis, mean score analysis, and correlation analysis to derive insights. Findings reveal that competitive pricing, a wide range of products, and store ambiance significantly contribute to customer satisfaction. Customers appreciate D-Mart’s affordability and product availability. However, concerns regarding checkout efficiency and staff behavior indicate potential areas for improvement. Based on the findings, the study suggests improving the efficiency of billing counters, offering more personalized customer assistance, increasing promotional offers, and conducting regular staff training programs.
Keywords
CUSTOMER SATISFACTION, RETAIL INDUSTRY, PRICING STRATEGIES, PRODUCT QUALITY, CUSTOMER SERVICE.
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Article No : 61
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