Diagnostic Analysis of Factors Affecting Customer Satisfaction Index in Retail Sector in India

The phenomenal growth in Retail Sector has a great impact on Indian population in rural & urban areas. The Indian retail market, which is the fifth largest retail destination globally, was ranked second after Vietnam as the most attractive emerging market for investment in the retail sector by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008. Moreover, in the current competitive scenario when there are multiple players in the market & so many are planning to enter the market, it is not an option, but a necessity to find out the variables, which affect customer satisfaction. The major objectives of the current research paper are:-To find out the factors affecting Customer Satisfaction in Retail Sector in National Capital Region (NCR), with special reference to Pantaloon & Spencer.-To find out the factors affecting the choice & the preferences of Retail Player.-To design Retail Customer Satisfaction Model-RCSI (Modified Model Based on ACSI).-To find out Customer satisfaction Index (CSI) of Pantaloon & Spencer.-To study and compare CSI of Pantaloon & Spencer.For this research paper, a sample from Delhi, NCR region and Western UP has been chosen to explore all the factors regarding preferences of Retail Player in general. The primary data has been analyzed using statistical tools like Factor Analysis, Hypothesis Testing using Chi-Square, Scatter Plotting. American Customer Satisfaction Index (ACSI) Model has been adopted as Research Model, based on which inferences have been drawn.