Factors Influencing Customer Satisfaction with Special Reference to Service Quality, Pricing, and Store Environment in Organized Retail Supermarkets
Lakshmi C1*, Jenoline A2, Naveen Kumar MK3
Abstract
This study examines the factors influencing customer satisfaction in organized retail supermarkets, with special reference to service quality, pricing, and store environment. In today’s competitive retail landscape, understanding customer expectations and delivering superior shopping experiences have become essential for sustaining business growth and customer loyalty. A descriptive research design was adopted, and primary data was collected through structured questionnaires from 104 supermarket customers using convenience sampling. Statistical tools such as descriptive analysis, regression, and chi-square tests were applied using SPSS. The findings reveal that service quality (β = 0.471, p = 0.000) and store environment (β = 0.252, p = 0.021) significantly influence customer satisfaction. Among these, service quality emerged as the most impactful factor. The study concludes that retailers should focus on improving service standards, maintaining competitive pricing, and enhancing the overall shopping atmosphere to achieve higher customer satisfaction and competitive advantage.
Keywords:
Customer Satisfaction, Service Quality, Pricing, Store Environment, Organized Retail, Supermarkets
