Determinants of customer satisfaction in grocery retail- Omni Channel

Abstract

To satisfy the customers is one ultimate goalof any retailer. Customer Satisfaction is one key metric that helps us understand how products and services provided by a company meet or surpass customer expectation. This metric helps business owners and marketers manage and improve their business that goes a long way in customer retention and building a strong loyalty base. The concept of customer satisfaction occupies a central position in marketing practise. It serves as a major determinant for post purchase behaviour like repeat purchase rate, retention rate, attitude change, brand loyalty and others. Hence it becomes critical in identifying factors that drive customer satisfaction so that all effort and time can be driven towards positively impact customer satisfaction. Grocery retail is growing by double digits over the past few years and has contributed to the arrival of new supermarkets and hypermarkets in the marketplace. Mobile penetration, digital literacy has triggered growth in online retail space leading to the entry of multiple online grocery retailers.Grocery retail is an unexplored subject where people perceive success is primarily determined by accessibility,but grocery retail is much more than accessibility. There are numerous inter-twining factors will decide the fate of retailer in a highly competitive market. There is a lot of changes happening in grocery with the entry of supermarkets and online players. This has led to change in expectation among the buying class who expect the best service at an affordable cost. Hence in this research we aim to identifying the factors/attributes that contributes to customer satisfaction in grocery retail.