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 SATISFACTION WITH RELIANCE RETAIL (SMART POINT) IN MADURAI: A FOCUS ON THIRUNAGAR BRANCH

J.MALLESHAN, DR.M.DINESH KUMAR

Abstract

The study explores customer satisfaction at Reliance Retail (Smart Point) in Thirunagar, Madurai, with a specific focus on the influence of demographic factors such as age, income, education, and occupation. By employing a descriptive research design, the study examines consumer awareness, perceptions, and key drivers of satisfaction. A structured questionnaire using a 5-point Likert scale was used to collect primary data from 100 respondents selected through convenience sampling. The study utilizes statistical tools such as Garrett Ranking Analysis and Regression Analysis to identify the most influential factors affecting customer satisfaction. The findings indicate that ease of access, product availability, and promotions/discounts play a crucial role in shaping consumer preferences, whereas factors like store layout and cleanliness have a comparatively lower impact. The regression analysis establishes a strong relationship between demographic variables and customer satisfaction with product quality, with monthly income and occupation being the most significant predictors. Higher-income and professionally engaged customers exhibit greater satisfaction, while gender differences reveal that male customers perceive product quality less favorably than female customers. However, age and education do not significantly influence satisfaction levels. The study provides valuable insights into customer preferences and suggests that Reliance Retail (Smart Point) should focus on accessibility, stock availability, and pricing strategies to enhance customer experience and loyalty. These findings can also serve as a reference for similar retail chains seeking to improve customer satisfaction and retention.

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