A Study on the Impact of Retail Service Quality on Consumer Behaviour

Consumer behavior is the one of the significant areas to be focused in today’s modern business where there is a need to study the consumption habits. Due to the change in the way the consumer responds to the retail marketing activities there is a challenge for marketers to meet their new expectations. The result shows that most of the respondents belong to female category. The customers of Cuppa mostly belong to the age group of 20-30yrs. The appearance of the employee is the most important factor among the tangible factors followed by the visual appearance of the outlet. The problem solving tendency of the employees is the most important factor. The cafe takes care of customer service by operating at convenient hours. The services at the cafe exceed the customers’ expectation. Among the SERVQUAL dimensions the employee responsiveness contributes maximum to the overall satisfaction of the customer along with quality assurance.