Chapter 1

INTRODUCTION OF THE STUDY

Chapter Overview
The purpose of the study is to determine the consumer satisfaction of service quality offered at
Big Bazaar store in West Delhi region.
The performance of the retailing sector for the past few years is outstanding and witnesses a huge
revamping exercise, significantly contributed by the growth of the organized retailing. Rapid
urbanization, exposure to large number of foreign brands and changing lifestyle and preferences
has contributed to the growth of retailing in India. The quality of service that results in a
customer walking back to the store once again. A service quality can be the cornerstone to
retailing success retailers need to constantly evaluate their service quality through the use of a
reliable scale Customer satisfaction has received considerable attention in recent years. There are
6 main factors of service quality taken i.e. Physical Aspect, Reliability, Personal Interaction and
Policy offered by the store for the customers. The specific objective is to examine the
relationship of dimensions of service quality and consumer satisfaction, to identify the factors
influencing consumer buying behaviour with respect to Big Bazaar store and finally to draw
general implications of the study.

Profile of the Industry

a.

Retail Industry

India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers.
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The Indian retail market, which is the fifth largest retail destination globally, according to
industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by
2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to increase its share in
the total retail market to 22 per cent by 2010.
Continuing the robust growth of the organized retail in India, according to the Credit Rating and
Information Services of India, the industry raked in US$ 25.44 billion turnover in 2007-08 as
against US$ 16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent.
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable demographic
patterns.
The Indian retail industry is expected to grow to US$ 700 billion by 2010, US$ 833 billion by
2013 and US$ 1.3 trillion by the year 2018 at a CAGR (Compound Annual Growth Rate) of 10
percent event. At the same time the organized sector will be 20 percent of the total market share.
It can be mentioned here that, the share of organized sector in 2007 was 7.5 percent of the total
retail market. Pantaloon, Tata group, RPG group, Reliance, AV Birla Group are some of the
major retailers in India.

b. Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tatas, RPG, Rahejas and
Piramals has set up stores/malls and built businesses within retail. Thesem include the Rs1.9bn
Food World - a leading supermarket chain set up by RPG; the Rahejas Rs1.8bn Shoppers Stop a multi-brand departmental outlet and the Crossroads Mall set up by the Piramals. While many
of these initiatives were initially driven by the need to use existing real estate, they are beginning
to assume the contours of a serious business today.
Interestingly, manufacturers are also looking for forward integration and are building chains
around brands. Brands in apparel, footwear and durables have driven the growth of specialty
chains and upgraded existing multi-brand outlet.
c. Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of small,
independent, owner-managed shops, it happens to be the country's second largest employer after
agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of
an increase in the disposable incomes of middle and upper-middle class households.
More and more corporate houses, including large real estate companies, are now entering the
retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid
growth in the number of speciality malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.
Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop.

d. Organized Retailing

Organised retailing got a leg up during 2004 with the opening of new format stores, rapid growth
of existing players, start-up of new-generation shopping malls, the Government's intention of
allowing a certain level of foreign direct investment in retail and the formation of a retailers'
association. With consumer sentiment positive during most of 2004, it led to substantial spending
across a number of categories such as consumer durables, clothing and lifestyle, automobiles and
telecom products. At the beginning of this decade, organised retailing accounted for a mere $2.9
billion in India. This is only 1.25 per cent of the estimated total retail market. This share has
already grown to 2 per cent.Growth projections for retail business vary widely. Some studies
estimate that by 2007, the share of organised retail in the retail pie will jump three times to reach
5-6 per cent.
Retail in India largest industry accounting for over 10% of the country GDP and around 8% of
the employment. Retail industry in India is at the cross road. It has emerged as one of the most
dynamic and fast paced industries with several player entering the market. The future is
promising the market is growing government policies are becoming more favorable and
emerging technology and facilitating operations.
Some key facts retail in India largest industry accounting for over 10% of the country GDP and
around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.
"The story is not about us, but this story is about the people who visit our stores. This is a proud
moment for India."
One of the biggest retail here in India we know is Kishore Biyanis big bazaar. The company
ended 2007-08 with Rs5048crore in revenue. Biyani's and Big Bazaar's, march comes at a time
4

when several new retailers are slowing expansion, reducing the number of outlets, effecting
layoffs, even exiting the business.
Thus here we will know about the company profile, operations and also about the consumer
behavior towards the schemes, discount, etc which are offered by the store to facilitate
customers.
e. The Various Retail Forms in India
i.

Mom and pop stores: Family owned business catering to small sections, which are
individually handled as retail outlets.

ii.

Departmental stores: Stores in which general retail merchandisers offer quality products
and services.

iii.

Convenience stores: These stores are located in residential areas with slightly higherprice goods on account of the convenience offered.

iv.

Shopping malls: Malls which offer customers a mix of all types of products and services
including entertainment and food under a single roof and serve to be the biggest form of
retail outlet in India.

v.

E-trailers: It provides online buying and selling of products and services.

vi.

Discount stores: Factory outlets that gives discount on the MRP.

vii.

Vending: Beverages, snacks and other small items can be bought via vending machine
which is a relatively new entry in the retail sector.

viii.

Category killers: The speciality store that offer a variety of category and are known as
category killers as they focus on specific categories such as electronics, sporting goods
etc. This is also known as multi brand outlets.

ix.

Speciality stores: They are retail chains dealing in specific categories and provide a deep
assortment of specific goods.

As per the statistics, India has experienced a high growth rate in the last four years, the
consumers spending has claimed upto 75 percent and as a result the Indian retail industry is
expected to grow further in the future days. By the year 2013, the organized sector is also
expected to grow a CAGR of 40 percent.
Since global competition had become acute, there was an entry of many multinational retail
giants and there was a favourable climate for allowing foreign direct investment in the retail
sector too. It had become a necessity on the part of the retailers of India to reconsider their retail
strategy whether they belong to the organized or the unorganized category. There were
arguments in favour of and against allowing the foreign direct investment. Though, the
government has taken no policy level decision to allow foreign direct investment, there is a
strong lobby more in favour of allowing foreign direct investment. Till now foreign direct
investment has been allowed indirectly through franchising arrangements. However a conducive
atmosphere exists in favour of foreign direct investment that can be allowed in a phased manner
like it happened in China.

1.2 Company Profile

Big Bazaar Limited, is Indias leading retailer that operates multiple retail formats in both the
value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai
6

(Bombay), the company operates over 10 million square feet of retail space, has over 1000 stores
across 61 cities in India and employs over 30,000 people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar,
Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of
Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a
chain of seamless destination malls.
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which work
on Wal-Mart type economies of scale. They have had considerable success in many Indian cities
and small towns. Big Bazaar provides quality items but at an affordable price. It is a very
innovative idea and this hypermarket has almost anything under one roof Apparel, Footwear,
Toys, Household Appliances and more. The ambience and customer care adds on to the shopping
experience.
a. It is a chain of shopping malls in India owned by Kishore Biyanis Pantaloon Group.
b. Big bazaar is not just another hypermarket, but also provides the best products at the best
price.
c. It Reflect the look and feel of Indian bazaars at their modern outlets. All over India, Big
Bazaar attracts a few thousand customers on any regular day.
d. Big Bazaar is a chain of department stores in India. It is owned by the Pantaloon Retail India
Ltd, Future Group. It has considerable success in many Indian cities and small towns.

e. A department store is a retail establishment which specializes in selling a wide range of

products without a single predominant merchandise line.

Department stores usually sells

products including apparel, furniture, appliances, electronics, and additionally select other lines
of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewellery,
toys, and sporting goods.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. Currently
Big Bazaar stores are located only in India. It is the biggest and the fastest growing chain of
department store and aims to have 150 outlets by June 2009 and 350 stores by the end of year
2010.

1.21 Vision and Mission of the Company

a. Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.
b. Mission
Shares the vision and belief that customers and stakeholders shall be served only by creating and
executing future scenarios in the consumption space leading to economic development.
The trendsetters in evolving delivery formats, creating retail realty, making consumption
affordable for all customer segments for classes and for masses.
Infuse Indian brands with confidence and renewed ambition.

Efficient, cost- conscious and committed to quality in whatever company do.

Ensure positive attitude, sincerity, humility and united determination shall be the driving force
to be successful.

1.22 SWOT Analysis of the Company

A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of any
company. This analysis will explain about the strengths, weaknesses, opportunities and threats of
big bazaar.
i.

Strengths of Big bazaar

ii.

a.

Large variety option

b.

Cheap price

c.

Huge customer Base

d.

Volume sales

Weaknesses of Big bazaar

a. Lacks in branded products
b. Low in product quality

iii.

Threats for Big bazaar

a. Opening up of other discounted stores like Reliance and Vishal mega mart
b. Convenience of customers to nearby kirana stores
c. Availability of products in other retail outlets

iv.

Opportunities for Big bazaar

a. To open up more and more number of big bazaars in different cities of the country.
b. To grab the rural market
c. To bring in the customers of other retail outlet by dealing with branded products.
d. Add more products to its product category
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1.23 Leadership of the Company

Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the
textile business.
Mr. Rakesh Biyani, Wholetime Director Rakesh Biyani, is a commerce graduate and has been
actively involved in category management; retail stores operations, IT and exports. He has been
instrumental in the implementation of the various new retail formats.
Mr. Ved Prakash Arya, Director
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal
Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.
He is on the Board of Company since June 1, 1999.
10

Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves
on the board of DSP Merrill Lynch Trustee Co and Ceat Limited
Dr. D O Koshy, Independent Director
D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design
(NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry
and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a
renowned consultant specializing in international marketing and apparel retail management.
Ms. Anju Poddar, Independent Director
Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director,
NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay
Books Ltd,
Ms. Bala Deshpande, Independent Director
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing
Ltd,
Mr. Anil Harish, Independent Director

11

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank
and Hinduja TMT,
e. Major Milestones
i.

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

ii.
iii.
iv.

trouser, Indias first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of May.
1994 The Pantaloon Shoppe exclusive menswear store in franchisee format launched
across the nation. The company starts the distribution of branded garments through

v.
vi.
vii.

multi-brand retail outlets across the nation.

1995 John Miller Formal shirt brand launched.
1997 Pantaloons Indias family store launched in Kolkata.
2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain

viii.
ix.

launched.
2002 Food Bazaar, the supermarket chain is launched.
2004 Central Shop, Eat, Celebrate in the Heart of Our City - Indias first seamless

x.
xi.

mall is launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched
2006 Future Capital Holdings, the companys financial arm launches real estate funds
Kshitij and Horizon and private equity fund In division. Plans forays into insurance and
consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe
Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group

xii.
xiii.

enters into joint venture agreements with ETAM Group and Generali.
2007- future group cross $1 billion mark.
2008- future group holding becomes the second group company to make a successful

xiv.

initial public offering in the Indian capital market.

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable success
12

in many Indian cities and small towns. Big Bazaar provides quality items but at an
affordable price. It is a very innovative idea and this hypermarket has almost anything
under one roof Apparel, Footwear, Toys, Household Appliances and more. The ambience
xv.

and customer care adds on to the shopping experience.

In 2013 Started Bigbazaar Direct a franchisee program.

1.24 Organizational Chart

13

Figure no.1.1 : Organisational Chart

Objectives of the Study

The objectives of the study are as follows:

i To study the impact of service quality on customer satisfaction.
14

ii To identify the most significant dimension of service quality that contribute to customer
satisfaction.

Scope of the Study

The scope of this research is to study customer satisfaction of service quality offered at Big
Bazaar. This research is based on primary data. The scope of research is limited for West
Delhi area. It provides help to further the research for organized retail sector in NCR area. It
aims to understand the service quality factors

1.5 Methodology of the Study

The data will be collected from both Primary and Secondary sources. For valid and reliable
results, a random selection method will be undertaken including customers of various segments
in a sample size of 124.
A self designed questionnaire is to be used as the major tool for collecting Primary data while
Journals, Magazines. Internet and other relevant manuals/publications are to be used as
secondary sources of data collection. Bar graphs and Pie charts are used for data representation
for demographic features of the respondents.Data collected is analyzed using descriptive
statistics and Regression analysis.

1.51 Tools used for Testing

SPSS and MS Excel is used to analyze and present the data collected from the respondents.

1.6 Hypothesis Testing

15

Hypothesis 1:- To study the significant impact of Service Quality on Customer Satisfaction.
H01 There is no significant impact of service quality on Customer Satisfaction.
Ha1 There is a significant impact of service quality on Customer Satisfaction.

1.7 Reliability Testing

Since the researcher has adopted a self-designed questionnaire therefore reliability testing has
been conducted on the basis of 30 respondents to calculate the value of cronbach alpha and
confirm the reliability of the questionnaire used.
Since the value of cronbach alpha is 9.13 which is greater than 0.7 therefore the responses are
reliable for further course of study.

Chapter 2

LITERATURE REVIEW
Chapter Overview

16

Review of literature provides information to the researchers regarding the previous work done in
their area of research and thereby helps them in identifying the theoretical framework and
methodological issues relevant to the study. It provides the researchers a proper direction to
carryout their research work and enables them to arrive at meaningful results.
2.1 Literature Review
Shukla Pratima, Barad Kishore (2013) in his study titled A Study of Customer Loyalty and
Satisfaction towards Sales India in Ahmedabad City investigated customer loyalty and
satisfaction among consumers.The Objective of the study was to understand the gap between
expectation and perception. To know the level of satisfaction among various dimension.
Descriptive research was used and a structured questionnaire was developed with closed ended
questions. Data and information gathered through questionnaire were analyzed using SPSS
Software and t-test was used to find the significant difference between perception and
expectation of the customers towards Sales India.The findings of that research were that there
was no significant difference between the mean scores of perception and expectation of the
customers towards Sales India. As a result, the store fulfils the demand of the customers as per
their expectation.
Kumar Dilip C., Yamuna S.M. (2013) in his study titled A Study on Consumer Attitude
Towards at Big Bazaar investigated attitude of consumers.The main objective of the study was
to study the overall growth of Big Bazaar in Coimbatore city and to analyses the effectiveness of
existing retail mix at big bazaar. The factors that influence the purchase decision at a Big Bazaar.
The study has used primary data only. Primary data were collected using interview schedule
method. 100 customers were selected using convenient random sampling technique. For purpose
of detailed analysis of the study, the following statistical tools have been used in the study.
17

Chi square analysis, Weighted average method was used for analysis.
Findings of the paper was that Customers feel it to be an ease to purchase all their requirements
under one roof from provisional items to customer durables.
Beneke J., Hayworth C., Hobson R., Mia Z. (2012),conducted a research titled Examining the
effect of retail service quality dimensions on customer satisfaction and loyalty The case of the
supermarket shopper. The main Objective is to study the effect of retail service quality
dimensions on customer satisfaction and loyalty. It was found that Physical Aspects was the most
important predictor of Customer Satisfaction. This reinforces the notion that the physical
environment needs to be clean, well-structured and adequately maintained. Furthermore, the
design needs to be optimized so as to maximize convenience. Personal Interaction was also
found to be significant. Reliability was found to be very weakly connected to customer
satisfaction, no evidence was found to support the notion that Problem Solving and Policy was
significant influencers of customer satisfaction. The study concluded that It appears that
supermarkets in South Africa should therefore place a premium on their premises, as well as the
reception and treatment of their customers. The aesthetic appeal of the supermarket needs to be
favourable, the layout of merchandise should be logical and orderly, and a high degree of
cleanliness ought to be maintained at all times. It may well be worth investing in marketing
research in order to ensure that expectations are met, and exceeded, in this regard. Furthermore,
staff should adopt a friendly disposition, and possess the required store knowledge through
internal training programmes.
Patel Deval B. (2012) in his study titled A case study on Customer Relationship Management at
Big Bazaar in Surat city investigated CRM practices at Big Bazaar in surat.

18

The main objective of the study was To study customer relationship Management at Big Bazaar
in Surat city. In this paper Researcher used case study. For data collection Researcher chose in
depth interview and participant observation. The goal of the interview is to deeply explore the
respondents point of view, feelings and perspectives. In this sense, in-depth interviews yield
information. Researcher studied about the customer relationship in Big Bazaar, wherein
Researcher gathered information about their services they offer , in every season they give
advantage to their customers by giving different and attractive schemes like Wednesday bazaar ,
monthly bachat , sab se sasta din like 26th Jan and 15th Aug, provide exchange offer for old
goods etc,. For that researcher took in depth interview of HR Mr. Sanket Upadhyay of Big
Bazaar at Surat, come to know about their complaint handling facilities and how they take
suggestion of their customers. It was also found that Big Bazaar takes good care of their
customers and frequently offers different and attractive schemes and Big Bazaar givingvalue for
money to its customers.
Arockia R.(2012) in his study Customer Satisfaction with regard to the Service Quality of
Departmental Stores in Tiruchirappalli city took an attempt to understand the various factors
influencing the satisfaction level of the customers with regard to the various dimensions of
service quality such as tangibles, reliability, responsiveness, assurance and empathy.
The main objective was to examine the expectations of the customers from the departmental
stores and find out how far they are satisfied. To enquire into the various dimensions of service
quality rendered by these departmental stores.
The present study was empirical in nature, based on the primary data collected from the study
area. Known theories and models were applied in drafting and formulating the questionnaire.

19

Mathur Meera, Samma Sumbul (2011)in his study titledA Study on Customer Relationship
Management Practices in Selected Organised Retail Stores in Udaipur Cityinvestigated CRM
influencing factors.The main objective of the study was to understand and identify the Customer,
Relationship Management Practices followed bythe retail stores.
To study the benefits of CRM to the retailers and customers. To provide the effectiveness of
loyalty program adopted by retail stores.The research methodology adopted in CRM in retail is a
descriptive research technique taking 30 organized retail stores as the sample population and
sample size. The sampling technique used in the survey is non - probabilistic judgmental
sampling using a structured questionnaire, interviews and observation methods to collect data
from the customers.It was found that in retail the management of the retail store should give a
personal touch to the customers. The management of the retail store should provide special
training to the sales staff of the organization to keep a healthy and friendly relationship with the
customers. The customers don't take a single second when it comes to change the preference and
break the loyalty for an organization, in such a situation it the customer relationship management
of the organization which will compel the customers to visit the retail outlet again and again.
Manju Malik (2011) conducted a research titled A study on customer satisfaction towards
service quality of organised retail stores in Haryana. The objective of the study is to study the
relationship of dimensions of service quality and customer satisfaction and to study the
difference in demographic groups towards dimensions of service quality. In this study it was
found that majority of the respondents visiting the organised retail store were male, and most of
them were from younger age group and from the middle class income group. Dimensions of
service quality were positively related with the customer satisfaction, but differ in importance,
Product quality, physical aspect, and promotional schemes were the most significant determinant

20

of customer satisfaction. The study concluded that Indian consumers are more concerned about
the service quality, store convenience, product quality, and availability of new products. Thus,
the study provides some insights on factors that could be important in managing customer
satisfaction. First, the organised retail managers need to enhance the product quality and store
convenience, and after sale customer service to improve customer satisfaction. Second, the
organised retail managers must assures quality and availability of new products and attractive
promotional schemes to enhance customer satisfaction.
Naik Krishna C.N., Gantasala Swapna Bhargavi, Prabhakar V. (2010), conducted a research
titledService Quality (Servqual) and its Effect on Customer Satisfaction in Retailing.The
objective of this study is to assess the influence of service quality on customer satisfaction. It
was found that study concentrates on Customer perceptions of the following SERVQUAL
dimensions, price and product quality. The dimensions are Tangibles, Reliability,
Responsiveness, Assurance, and Empathy. The study concluded that customers have highest
expectations on the promptness of service, accuracy of transactions, security issues and concerns;
the customers lowest expectations are cleanliness, ambience, etc. It must however be noted here
that this rating is a comparative assessment and therefore this dimension of service quality scores
lower in comparison to promptness, security and other security related issues. The dimension
Staff performance in our informal interviews was reported to be satisfactory by the respondents
and therefore did not expect substantial improvements in their performance.
Lakshmi Narayana K1, Ajata S. Samal and P Nagaraja Rao (2010) conducted a research
titledA study on consumer buying behavior towards organized and unorganized retail store in
Bangalore city.The Objective of the study to find out the consumer behavior towards organized
(supermarkets/malls, hyper markets, departmental stores, etc.) and unorganized (local Grocery
21

stores, weekly bazaars etc.) retail stores in Bangalore city. In this study it was found that the
unorganized retailing in the vicinity of organized retailers has been adversely affected in terms of
their volume of business and profit. Unorganized retail has maintained employment levels
perhaps as a result of competitive response. The adverse unorganized retailer tapers off over
time. The major factors that attract unorganized retailers to consumers are proximity, goodwill,
credit sales, bargaining, loose items, convenient timings, and home delivery. The study
concluded that the concept of retail is primitive in Indian context. Customers have miserably
failed in building base with loyal customer. No matter how much the companies talk about
Customer Relationship Management (CRM), when it comes to the implementation they endeavor
it only through the discount sales driven by their profit motive.
Devi Prabha and Sellappan R. (2009), conducted a research titled Service Quality at Retail
Stores - Customers Perception to study relation between customer perception and services.The
main Objective of the Study to identify the customers service quality perception factors at the
retail stores. It was found that 20 service Quality variables were identified across the various
dimensions of service quality namely tangibility, responsiveness, reliability, assurance and
empathy. The Eigen values, reliability statistical and percentage of variance of the service quality
variables. The most important factor identified is reliability consisting of 4 variables. It was
concluded that the retailing sector growing to meet the global standards will have to evaluate on
the lines of how customers perceive service quality and how they evaluate it. With the growing
organized retail market and the increasing number of the competitors the customers perception
on a particular retailer is critical in determining the satisfaction and the loyalty of the customer.
U. Dinesh Kumar, P. Vikkraman (2009) conducted a research titled Customers Satisfaction
towards Organized Retail Outlets in Erode City. The objective of the study is to identify the
22

determinants of customer satisfaction in the organized retail outlets in the city. In this study it
was found that organized retail outlets provide better quality of service, product range as
compared to the unorganized retail outlets. They are satisfied with self-service, product price,
visual merchandising, home delivery and fast check out. The study concluded that most of the
customers prefer purchasing from organized retail outlets than unorganized outlets. Also, most of
them are satisfied with the quality of service, price and product range of the goods provided by
organized retail outlets. Satisfaction of consumers in retail service is an important criterion for a
marketer to understand for further strategic decision.
Arun Kumar, G, Dr.S.J.Manjunath3Anitha Thimmaiah (2007)conducted a research titled
Service Quality in departmental stores: A Study of Consumers Satisfaction in Apparel
Retailing. The Objective of the study is to determine whether the dimensions of service quality
significantly affect customer satisfaction in apparel retailing. In this study, it was found that the
management needs to improve service quality in areas of responsiveness. The study concluded
that the measurement of service quality has become a significant marketing tool for retail stores
that wish to develop a competitive advantage by learning about their customers consumption
experiences validating the implementation of the retail service quality and by providing
empirical evidence of how retail service quality dimensions leads to customer satisfaction in this
setting.
Satendra Bhardwaj, Rajeev Sharma and Jyoti Agarwal (2007) conducted a research titled
To Study the Perception of Consumers towards shopping Mall.The Objective of the study is to
study the Perception of Consumers towards Shopping Mall. In this study it was found that
Apparel stores have maximum females customers. Brands and trends attract people toward
malls .Parking is the major problem on weekends. Most of the Customers are targeted by almost
23

all the segments of the society with their USP being Price benefit customer require all the
stores in Prime Location. Consumers are interested to purchase those products which has
discount price. The study concluded that Customer Service is a critical factor for keeping clients
coming back and ensuring theyll refer to others. Customer service is all about the customers
perception. Consider opportunities for improvement in the following areas such as
Setting/Reviewing Expectations, improving communication skills of sales personnels,
commitment with the customers.
Prof. Rajesh Faldu (2007) conducted a research titled Comparative study of the select apparel
store in the organized sector. The Objective of the study is to understand the customers level of
satisfaction in the selected retail outlets and to have a comparison of the selected Apparel retail
stores in organized sector in Ahmedabad. In this study it was found that Majority of shoppers
were in the age-group of 21-30 in Lifestyle and Pantaloons whereas in Westside Store, they were
in the age group of 31-40. Most of the people shopping in Lifestyle, the average income was
20,000 to 30,000 and they are single but in case of Westside and Pantaloons, they were married.
As most of the people were salaried classes, single and shopping in the evenings. From this
study, it was concluded that Visiting retail outlets have become a group activity. No matter
whatever the income level is, people do visit mall at least once. People who are Single come for
spending time with friends in the evening during weekends rather than shopping. Whereas
Married people come in the evenings with family for shopping and getting refreshed during
weekends. Mostly, Advertisements, friends and Colleagues influence shoppers.
G. S. David Sam Jaya kumar and K. Abdus Samad (2007)conducted a research titled
Identifying important service quality parameters for major Indian retailers- A case study.The
main Objective of the Study is to identify the important service quality dimensions for major
24

Indian food retailers. It was found that the Services Quality dimensions give a positive impact on
the overall Services Quality of major food retailers. The first dimension is the physical aspect,
second dimension is the reliability of retail store. Reliability refers to the services which have to
be done at the right moment based on the retail shoppers expectations, third parameter is the
personal interaction which refers to the knowledge of the employees in a particular store, their
behavior and services performed by them in a perfect, prompt and exact manner to their
customers, fourth parameter is problem solving. This element is the core for the services criteria,
because, the customers problems and issues have to deal with due care. Possible solution must be
given to customers grievance. Finally the last parameter is policy, Finally, the retail services
quality is also determined by the facet policy. Here, policy means the retailers have to offer
quality food and grocery brands to its buyers. The study concluded that the measurement of
service quality has become a significant marketing tool for retail stores that wish to develop a
competitive advantage by learning about their customers consumption experiences validating the
implementation of the retail service quality and by providing empirical evidence of how retail
service quality dimensions leads to customer satisfaction in this setting.
Kaul Subhasini(2005) in her study titled Measuring Retail Service Quality: Examining
Applicability of International Research Perspectives in Indiainvestigated service quality.
The objective of the study was to assess the applicability of the RSQS for measuring service
quality in India. This was achieved by examining the reliability, validity and component
structures of the RSQS.
A quota sampling procedure was used with a sample size of 180 respondents. The quota were
fixed based on income, gender and age since these are known to impact perceptions of service
quality.

25

The RSQS validity and reliability in the Indian retail setting indicate that the RSQS can be used
to assess the overall service levels provided by the store and for tracking changes in overall
service levels over a period of time.

2.2 Theoretical Description

Definition of key words-Customer Satisfaction, Service quality
a. Customer Satisfaction
Tse & Wilton (Fandy Tjiptono, 1997: 24) customer satisfaction or dissatisfaction is a response to
the evaluation of the perceived discrepancy between expectations and service performance.
Customer satisfaction is a function of expectations and service quality performance. Engel
(Fandy Tjiptono, 1997: 24) explains that customer satisfaction as the evaluation of alternative
purnabeli selected and provide results of equal or exceed customer expectations. Dissatisfaction
arises when the results do not meet customer expectations.
Kotler (2003: 61) explains that satisfaction is the feeling of someone who described feeling
happy or disappointed that the result of comparing the perceived performance of a product with
the expected product performance. If performance fails to meet what is expected, then the
customer will feel disappointed or dissatisfied. If the performance is able to meet what is
expected, then the customer will feel satisfied. If the performance can exceed what is expected,
then the customer will feel very satisfied.
b. Service Quality
Zeithaml & Bitner (1996; 117) explains that the quality of service is the excellence or superior
service delivery process to those with consumer expectations. There are two main factors that
26

affect the quality of services, namely: expected service and perceived service. If the service is
received as expected then the service quality is good or satisfactory, but if the services received
exceed the expectations will be very satisfied customer and perceived service quality is very
good or ideal. Conversely, if the service received is lower than expected then the perceived poor
quality of services. Quality of service will depend on how much the service provider's ability to
consistently meet the needs and desires of consumers.
Olson & Dover (Parasuraman, et al., 1995), customer expectation is the customer's confidence
before buying a service which is used as a standard in assessing the performance of services.
Customer expectations are formed by past experiences, talk through word of mouth and
corporate promotions. After receiving a service, customer service experience to compare with the
expected. If the service suffered under the expected, then the customer will not be interested
again, otherwise if the service experience meets or exceeds customer expectations the customer
will look to use these providers.
Parasuraman et al (Sultan & Simpson, 2000: 193) developed a measurement scheme of service
quality dimensions of tangibles, reliability, assurance, responsiveness, and Empathy.
Measurements they have developed a term known as Service Quality (SERVQUAL), including
in his description suggests the difference between expectation and performance (performance)
from a number of criteria that currently services are widely used to measure the quality of
service. This tool is intended to measure customer expectations and perceptions, and the gap
(gap) is in service quality model (Fandy Tjiptono, 1996: 99). Measurement of service quality in
this study is based on service performance scores are perceived by customers (Cronin & Taylor,
1992).

27

Quality of services will create customer loyalty. Customers must be satisfied, because if they
were not satisfied to leave the company and will become customers of competitors, this will
decrease sales and in turn will lower corporate profits (Cronin & Taylor, 1992; Rust, et al., 1995).
The results of research conducted by Cronin & Taylor (1992) and Taylor & Baker (1994) showed
that the regression coefficient of interaction with the service quality to customer satisfaction park
services, retail and distance telecommunications services, significant buying interest returned.
Some researchers did test the influence of service quality, customer satisfaction and repurchase
interest. Woodside, et al., (1989) proposed an assessment model that specializes relationship
between perceptions of service quality, customer satisfaction and interest to buy. Result directing
that customer satisfaction is an intervening variable between service quality and interest back.
Affect service quality satisfaction, and satisfaction affect the interest purchased.

Chapter 3
DATA PRESENTATION & ANALYSIS
Chapter Overview
This chapter is divided into two parts, the first part is data presentation and the second part is
data analysis.First part of the chapter covers the statistical analysis on data collected using the
research instrument. Analysis of the data was carried out using both MS Excel and SPSS

28

(Statistical Package for Social Sciences) to understand the link between the Customer
Satisfaction and Service Quality exhibited by the customers of Big Bazaar.
The second part of the chapter deals with the hypothesis testing which is done by using
regression as a tool for hypothesis and also mean and standard deviation as a means of analysis
along with respective inferences.
3.1 Data Presentation
3.11 Gender of respondents
Gender

In Tables

In Percentage (%)

Male

59

48

Female

65

52

Table 3.1: Gender of respondents

29

Gender
Male

Female

48%

52%

Figure 3.1 Gender of respondents

Interpretation : Out of 124 respondent 59 are male and 65 are female respondents, therefore
researcher has taken major responses from the female respondents.

30

3.12 Age of Respondents

Age

In Tables

Percentage (%)

20 to 35 years

46

37

36 to 45 years

43

35

46 and above years

35

28

Table 3.2: Age of respondents

Age
20 to 35 years

36 to 45 years

28%

46 and above years

37%

35%

Figure 3.2 :Age of respondents

Interpretation : Out of 123 respondents the no of respondent aged 20 to 35 years are 46, age
group between 36 to 45 years is 43 respondents, above 46 years is 35 customer, therefore the
major respondent lies between the age group 20-35 years .

31

3.13 Marital Status of the Respondent

Marital Status

In Tables

Percentage (%)

Single

26

21

Married

98

79

Table 3.3: Marital Status of respondents

Marital Status
Single

Married

21%

79%

Figure 3.3 : Marital Status of respondents

Interpretation: Out of 124 respondents 26 is single and 98 are married respondents, therefore
majority of the responses have been taken from the respondents who are married.

32

3.14 Income Group of respondents

Income Group

In Tables

Percentage (%)

Below Rs. 300000

21

17

Rs. 300001-600000

74

60

Above 600000

29

23

Table 3.4: Income Group of respondents

Income Group
Below Rs. 300000

Rs. 300001-600000

Above 600000

17%

23%

60%

Figure 3.4 :Income Group of respondents

Interpretation: Out of 124 respondent of Income group, Below 3 lacs earners are 21, respondent
of income level between 3 to 6 lacs is 74. Income level 6 lacs is 29 According to the income
level majority of the respondents lie between 3-6 lacs.

33

3.15 Educational Level of the Respondents

Educational Level

In Tables

Percentage (%)

Primary

Secondary

19

15

Graduate

54

44

Post Graduate

45

36

Table 3.5: Educational Level of respondents

Education
Primary

Secondary

Graduate

5%
36%

Postgraduate

15%

44%

Figure 3.5 :Educational Level of respondents

Interpretation:Out of 124 customer response from the education level it was found that only 6
respondent is from the Primary level, 17 respondent are of secondary level, 55 respondents are
graduates and post graduate customer are 35 and 11 have done some other education therefore
researcher found that major customers of Big Bazaar according to education level are the post
graduate respondents.

34

3.16 Occupation of the Respondents

Occupation

In Tables

Percentage (%)

Employed

51

Self Employed

39

15

Housewife

32

44

Unemployed

01

36

Table 3.6: Occupation of respondents

Occupation
Employed

Self Employed

Housewife

Unemployed

1%
26%
41%

32%

Figure 3.6 : Occupation of respondents

Interpretation:Out of 124 customer response it was found that 51 respondents are employed, 39
are self employed, 32 are housewife therefore researcher found that major customers of Big
Bazaar are employed.

3.2 Reliability Testing

35

Since the researcher has adopted a self-designed questionnaire therefore reliability testing has
been conducted on the basis of 124 respondents to calculate the value of cronbach alpha and
confirm the reliability of the questionnaire used. The output of the same is as follows:
Cronbach Alpha No of questions
0.911

26

Table no. 3.7: Reliability Testing

Since the value of cronbach alpha is greater than 0.7 therefore the responses are reliable for this
study.

3.3 Descriptive Statistics

To identify the most significant dimension of service quality that contribute to customer
satisfaction descriptive statistics is used.
Descriptive Statistics
N

Minimum Maximum

Mean

Std. Deviation

Physical Aspect

124

8.00

15.00

11.4677

1.56400

Reliability

124

11.00

19.00

15.4919

2.06990

Personal Interaction

124

9.00

14.00

11.4758

1.45649

Store Policy

124

13.00

23.00

19.1129

2.27467

Valid N (listwise)

124

Table 3.8: Descriptive Statistics for Customer Quality

Analysis: Highest Mean: 19.1129, Lowest Standard Deviation: 1.45649

36

Interpretation:From the above table, it can be seen that mean is highest for Store Policy
variable i.e. 19.1129. But the standard deviation is lowest for Personal Interaction variable i.e.
1.45649. Thus, researcher concluded that the consumers are most satisfied with the Policy of the
store which is the most significant variable of Services Offered with respect to Big Bazaar and
the lowest mean is for Physical Aspect i.e. 11.4677. Thus, Physical Aspect is the least significant
variable of Customer Satisfaction with respect to the customers of Big Bazaar.
Descriptive Statistics
N

Range

Mean

Std. Deviation

Variance

VAR00001

124

2.00

3.8226

.66318

.440

VAR00002

124

1.00

3.4839

.50177

.252

VAR00003

124

2.00

2.0645

.68363

.467

VAR00004

124

2.00

1.8629

.66668

.444

VAR00005

124

2.00

1.8871

.75665

.573

VAR00006

124

2.00

1.8065

.55109

.304

VAR00007

124

3.00

2.7016

.93687

.878

VAR00008

124

2.00

2.5484

.57530

.331

VAR00009

124

2.00

2.6210

.56443

.319

VAR00010

124

2.00

1.9194

.69372

.481

VAR00011

124

2.00

1.8871

.62742

.394

Valid N (listwise)

124

Table 3.9: Descriptive Statistics for Customer Satisfaction

Interpretation :From the above Table, it can be seen that mean is highest for variable 1 i.e.
equipments and fixtures dimension. Thus, researcher concluded that the consumers are most
satisfied with the Services quality offered at the Big Bazaar which is the most significant variable
of customer satisfaction with respect to Big Bazaar.

37

The sample mean is the average and is computed as the sum of all the observed outcomes from
the sample divided by the total number of events. The Standard Deviation is a measure of how
spread out the data is from the mean value.
The descriptive statistics is used to find the most significant factor of service quality with respect
to retail industry.
Variable 1: Customer Satisfaction
Variable 2: Services Quality
Descriptive Statistics
Mean

Std. Deviation

Customer Satisfaction

26.6048

3.78877

124

Services Quality

57.5968

7.02599

124

Table no. 3.10: Descriptive analysis

Interpretation :From the above Table, it can be seen that mean is highest for variable 2 i.e.
Service Quality dimensions Thus, researcher concluded that the consumers are most satisfied
with the Services quality offered at the Big Bazaar which is the most significant variable of
customer satisfaction with respect to Big Bazaar.

3.4 Hypothesis Testing

The tests used for testing the various hypotheses are Regression analysis and Descriptive
statistics. The tests have been applied using MS Excel and SPSS.
3.41 Hypothesis 1:- To study the significant impact of Service Quality on Customer Satisfaction
Linear regression analysis is used.
38

Regression analysis is a statistical process for estimating the relationships among variables. It
includes many techniques for modeling and analysing several variables, when the focus is on the
relationship between a dependent variable and one or more independent variables. Regression
analysis is also used to understand which among the independent variables are related to the
dependent variable, and to explore the forms of these relationships.
H01There is no significant impact of service quality on Customer Satisfaction.
Ha1There is a significant impact of service quality on Customer Satisfaction.
Correlation
Services Customer
Quality Satisfaction
Pearson Correlation
Sig. (1-tailed)
N

Customer Satisfaction

1.000

.699

.699

1.000

.000

Services Quality

.000

Customer Satisfaction

124

124

Services Quality

124

124

Services Quality
Customer Satisfaction

Table 3.11: correlation Table

Analysis : Pearson Correlation: - 0.699, Significant (p) value:- 0.000
Interpretation:From the above Table it is shown that p- value is less than 0.05,the alternate
hypothesis is accepted. Hence, there is significant relationship between dimensions of service
quality and customer satisfaction of the Big Bazaars. The Pearson coefficient of correlation is
0.699,hence there is a positive correlation between two variables.

39

Mo
del

.699a

Model Summary
R
Adjusted Std. Error
Change Statistics
Squar R Square
of the
F
df1
df2
e
Estimate R Square
Change Chang
e
116.87
.489
.485 2.71876
.489
1
122
0
a. Predictors: (Constant), Service Quality

Sig. F
Change
.000

Table No. 3.12:Model Summary

Analysis: Adjusted R Square: 0.485
Interpretation: The above table shows that Adjusted R Square is less than 0.50. Hence, Service
Quality have 48% impact on Customer Satisfaction.
Coefficientsa
Model

(Constant)
Service
Quality

Unstandardized
Standardized
Coefficients
Coefficients
B
Std. Error
Beta
4.880
2.024
.377

.035

.699

Sig.

2.411

.017

10.811

.000

a. Dependent Variable: Customer Satisfaction

Table No. 3.13: Coefficients
Analysis: R value is .699, R- Square value is 0.489, Significant value is 0.00 ( which is less
than 0.05). The test fulfilled the objective to study the impact of services offered on customer
satisfaction.
Interpretation: It is found from the analysis that there is significant impact of services offered
on customer satisfaction. The R value (.699) showed that there was very less consistency
showed which lied in the moderate range of .3 to .5 in predicted values and observed values. R40

Square value (.489) shows that unitary change in the value of services offered will change the
Customer satisfaction by .489 only. Since the p value (sig.2 -sided) is 0.000 which is less than
0.05 so the null hypothesis is rejected and the alternate hypothesis is accepted . It shows that the
services offered has only 48.9% significant impact on satisfaction of it and other factors
affecting may vary. Hence there is a significant impact of quality of services offered on customer
satisfaction.

41

Chapter-4
SUMMARY AND CONCLUSIONS
Chapter Overview
The present chapter aims to recollect the various phases of the study. A summary of the research
with the main findings has also been presented. Revisiting of objectives is essential to understand
whether the purpose and aim of research has been achieved. Limitations of the study have been
pointed out. Recommendations based on the study have also been presented. Finally, the chapter
throws light on directions for future research.

4.1 Findings of the Study

To make the theoretical contribution of this research easier to follow, the findings will be
presented according to the research objectives outlined in the introduction.
1. There is a significant relationship between dimensions of service quality and customer
satisfaction. Researcher found that service quality dimensions i.e. Physical aspects, Reliability,
Personal Interaction, Policy of the Store are positively related with customer satisfaction.
Customers are satisfied when the departmental store provides excellent service quality to the
customers who visit there store frequently.
2. The positive overall mean score of reliability shows that the store performs as per the
expectation of the customers and they are satisfied.
3. The store performs as per the expectation of the customers and they are satisfied with fixtures
and equipments dimension of the store.

42

4. The positive overall mean score shows that the store performs as per the expectation of the
customers and they are satisfied with problem solving dimension of the store.
5. The survey shows that majority of the respondents of the store were females.
6.The study indicates the responses drawn from majority customer of Big Bazaar falling in the
age group of 20-35 years.
7. The research shows that majority of the respondents surveyed were married and bachelor and
masters degree holder.
8.The research shows that majority of the respondents surveyed are full time employee having
income between 3-6 lacs and house wife also has their share of shopping.
9. The Research also shows that policy of the store is the most significant factor in their
satisfaction.

4.2 Limitations of study

In spite of the best efforts there are always some problems or limitations associated with market
research that cannot be removed but can be minimized only. The methodology that has been
employed might have a few limitations:
Customer expectations and Customer Perceptions are subjective and are in a state of constant
flux and change. The findings therefore can be generalized to a given period, a pre-defined
market, and economic scenarios. Geo-demographic could have a great deal of influence on the
customer expectations and perceptions. It is also not amiss to mention here that the zone of
tolerance could vary from one customer to another. This variation has not been assessed in the
current study.
43

1. One of the major limitations of the study is that it is confined to only Big Bazaar store of West
Delhi region.
2. Due to limited available time, convenience sampling was used.
3. The sample size for conducting research is 124 which is very small as compared to total
customer base that means our sample size is comparatively small in accordance with the
universe, which is large enough. So deduction drawn from the project cant be generalized.
4. Scope of the project is limited to Delhi region only, that cant be generalized to the whole of
Big Bazaar customers.
5. Though quantitative approach has been followed in this research, it is still questionable
whether the results are generalised among all types of customers each of whom have different
intrinsic and extrinsic characteristics that affect buying behaviour.
6. This study tries to determine the relationship between dimensions of service quality and
customer Satisfaction. It ignores the effect of other variables which may have an impact on
customer satisfaction.
7. As this research is based upon responses provided by customer, so non-responses and some
wrong responses may become part of error.

These limitations may have effect on findings of the work but not up to large extent and thus do
not affect the findings of the work very significantly. Some of the respondents didnt like to share
their views and some were ignorant about the facts of Big Bazaar.

4.3 Scope for further study:

44

In view of the above mentioned limitations, there should be mentioned some future avenues for
investigations. The review of previous research work on the subject helped to determine the
dimensions of service quality with customer satisfaction offered at Big Bazaar. The
questionnaires were filled by 124 respondents who are customers of Big Bazaar. But there is still
hugh scope for further study in this field.
1. The Questionnaire can further include more criteria for analyzing the satisfaction of
customers.
2. The sample size can be increased that will enhance the quality of result obtained.
3. Study can be conducted in broader geographical area by including customers of other stores as
well.
4. Study can be carried out using longitudinal study design so that the dynamics of the service
quality and customer satisfaction can be ascertained over time.
5. Service quality represents only one of the variables that impact Customer satisfaction. Future
research need to explore and analyse the other variables that impact customer satisfaction, so as
to gain better insight into the factors that drive satisfaction in a retail setting.

Chapter 5
45

RECOMMENDATIONS
This chapter includes the recommendations of the research project undertaken which includes
that the various suggestions given to the respective Big Bazaar Store so that the suggestions
helps them to understand the services nuances which affects customer satisfaction. The selected
Retail Store need to identify and undergo some suggestions being recommended in order to
understand and retain their customers.
5.1 Recommendations: The recommendations of the study thus conducted after all the tests and
analysis are as follows1. Its quite apparent from the responses of respondents that they are satisfied from services but
still there is some skepticism in minds of customers while transecting online with Big Bazaar. So
level of vulnerability needs to be decrease so as to bring more faith.
2. Its also suggested to Big Bazaar as respondents were having most significance of physical
aspect for their satisfaction.
3. A major chunk of respondents were not satisfied with personal interaction as it is highly
emphasized by Big Bazaar. So customer wants more personal interaction with store executives
that is why it needs to be considered for improvement.
4. Respondents were happy with store policies but still some improvement should be there as in
parking space.
5. Customer Satisfaction for reliability is quite satisfactory but payment counter can also be
improved.

46

Biblography
a. Journals
i.
Jain, Sanjay K. and Garima Gupta (2004). Measuring Service Quality: SERVQUAL vs.
SERVPERF Scales, Vikalpa,Vol. 29 (2), 25-37
ii.

Mehta et al. (2000), A service quality model based on ideal value standard,

iii.

International Journal of Service Industry Management, Vol. 3 No. 3, pp. 18-33.

Newman, K. (2001), Interrogating SERVQUAL: a critical assessment of service quality
measurement in a high street retail bank, International Journal of Bank Marketing, Vol.
19 No.3, pp. 126-39.

iv.

Reichheld, F. & Sasser, W.E., Jr. (1990). Zero defections: Quality comes to services. In
J.J.Sviokla & B.P. Shapiro (Eds.), Keeping customers (pp.311-324). Boston: Harvard

v.

BusinessReview.
Sureshchander, G.S., Rajendran, C., & Kamalanabhan, T.J. (2001). Customer perceptions

vi.

ofservice quality: A critique. Total Quality Management, 12 (1), 111-125.

Batra, R., &Sinha, I., (2000). Consumer level factors moderating the success of private

vii.

label brandsacross product categories, Journal of Retailing, 76(2), 175-191

Mehta, Subhash C., Ashok Lalwani and Soon Li Han (2000). Service quality in
retailing:relative efficiency of alternative measurement scales for different productserviceenvironments, International Journal of Retail & Distribution Management, 28

viii.

(2), 62-72
Ranaweera, C., and Prabhu, J. (2003). On the relative importance of customer satisfaction
and trust asdeterminants of customer retention and positive word of mouth. Journal of

ix.

Targeting, Measurementand Analysis for Marketing, 12(1), 8290.

Rigopoulou, I., Tsiotsou, R. and Kehagias, J. (2008). Shopping Orientation-defined
Segments based on Store-choice Criteria and Satisfaction: An empirical investigation.

x.

Journal of Marketing Management, Vol. 24, No. 9 & 10, pp 979 - 995
Shankar, V., Smith, A.K. and Rangaswamy, A. (2003), Customer satisfaction and loyalty
in online and offline environments, International Journal of Marketing, Vol. 20, pp. 152

175
b. Books
i.

Das, Satyabhushan, & Malhotra, Naresh K., (2011), Marketing Research: An Applied
Orientation, 6th Edition.p.108,109,166.
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ii.

Kothari C R, Research Methodology, New Delhi; New Age International Publication,

2009.

iii.

Kotler Philip, Marketing Management,

(Pearson education, 12 th edition),

p.139,141,146.
iv.

Swapna Pradhan, Retail Management, McGraw Hill, New Delhi, Third

Edition, 2009

c. Weblinks
i.
http://www.pantaloonretail.in/index.asp 22nd february 2015.
ii.
http://bigbazaar.futurebazaar.com/page.jsp?page=aboutus&catalog=futurebazaar accessed
iii.
iv.

on 12th february 2015.

http://en.wikipedia.org/wiki/Retailing 22nd february 2015.
http://en.wikipedia.org/wiki/Special:Search?
search=indian+retail+industry&sourceid=Mozilla-search accessed on 22nd february

v.
vi.

2015.
http://business.mapsofindia.com/india-retail-industry/ accessed on 12th february 2015.
http://articles.economictimes.indiatimes.com/2011-01-21/news/28426893_1_privatebrands-privatelabels-clean-mate accessed on 12th february 2015.

vii.

http://info.shine.com/article/tata-teleservices-we-engage-better-with-ouremployees/416.html accessed on 29th March 2015.

viii.

http://www.moneycontrol.com/news/results/ttml-reports-net-lossrs-12291-cr-for-junequarter_1148173.html?utm_source=ref_article accessed on 12th february 2015.

ix.

http://www.icmis.net/ictbm/ictbm13/proceedings/pdf/D3174-done.pdf

downloaded

on

x.

12th March 2015

http://www.iima.org/CIIMA/12%20%20CIIMA%206-3%2087-90%20Klinker.pdf

xi.

downloaded on 13th March 2015

http://directmag.com/mag/marketing_visible_marketer_vodafone/index.html retrieved on
15th March 2015.

ANNEXURE- A
48

Questionnaire
I Ankur kumar a student of G.G.S Indraprashtha University is conducting a customer oriented
survey. The fundamental aim of this study is to understand The Customer Satisfaction of
Service Quality offered at Big Bazaar". Your frank and sincere reply will help me understand
the topic in detail and provide true results of the study. The details which will be revealed by you
in this questionnaire will be confidential and only be used for academic purpose.

SECTION: A
AGE:

20-35

OCCUPATION

36-45

45 & ABOVE

EMPLOYEE

SELF-EMPLOYED

HOUSEWIFE

UNEMPLOYED
SEX

MALE

FEMALE

EDUCATIONPRIMARY LEVEL
SECONDARY LEVEL
POST-GRADUATE OTHERS
MARITAL
STATUS

MARRIED

GRADUATE

UNMARRIED

INCOME (p.a)
< Rs.300, 000
Rs.600, 001<

Rs.300, 001 -Rs.600, 000

SECTION: B
Rate your answers on the following parameters (Please tick the option based on your
experience).
Highly Dissatisfied - (1),

Dissatisfied

- (2),

Neutral (3),

Satisfied (4),

Highly Satisfied (5)

Please rate on the basis of your satisfaction level

49

1.

I think Big Bazaar has modern looking equipments & fixtures.

2.

I feel that moving around in Big Bazaar is easy.

3.

The store has errors in transactions and records.

4.

The store lacks timely availability of products.

5.

I feel risky while transacting in Big Bazaar.

6.

The store employees have less knowledge about

products/services.

7.

Usually I find high quality merchandise at Big Bazaar.

8.

I feel that promises made by Big Bazaar are not time bounded.

9.

I feel difficult while parking my vehicle outside Big Bazaar.

10.

I feel that visual appeal of merchandise is unattractive.

11.

I find individual attention towards customer is quite low.

SECTION: C

Please rate on the basis of Physical Aspect

1.

The store layout at this store makes it easier for customers to

find what they need.

2.

The store and its physical facilities (trial rooms and restrooms)
are visually attractive.

3.

The store layout at the store makes it easier for customers to

move around in the store.

Please rate on the basis of Reliability

4.

The store insists on error-free sales transactions and records.

5.

The store provides its services at the time it promises to do so.

6.

The store has merchandise available when customer wants it.

50

7.

Customers feel safe in transactions with the store.

Please rate on the basis of Personal Interaction

8.

Employees in the store are courteous with customers.

9.

The employees in the store give prompt service to customers.

10.

When a customer has a problem, the store shows a sincere

interest in solving it.

Please rate on the basis of Policy of the Store

11.

Employees of the store are able to handle customer complaints

directly and immediately.

12.

The store willingly handles returns and exchanges.

13.

The store provides plenty of convenient parking for customers.

14.

The store has operating hours convenient to all customers.

15.

The store accepts all major Debit/Credit cards.

Suggestions Please :

Thank you for sparing your Valuable Time for us!

51

ANNEXURE- B
Reliability statistics
The remaining output of reliability testing is as follows:

Case Processing Summary

N
Valid
Cases

%
124

100.0

.0

124

100.0

Excludeda
Total

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics
Cronbach's

Cronbach's

Alpha

Alpha Based on
Standardized
Items

52

N of Items

.813

.812

26

Item Statistics
Mean

Std. Deviation

VAR00001

3.8226

.66318

124

VAR00002

3.4839

.50177

124

VAR00003

2.0645

.68363

124

VAR00004

1.8629

.66668

124

VAR00005

1.8871

.75665

124

VAR00006

1.8065

.55109

124

VAR00007

2.7016

.93687

124

VAR00008

2.5484

.57530

124

VAR00009

2.6210

.56443

124

VAR00010

1.9194

.69372

124

VAR00011

1.8871

.62742

124

VAR00012

3.8952

.56767

124

VAR00013

3.6694

.80367

124

VAR00014

3.9516

.75282

124

VAR00015

3.8952

.56767

124

VAR00016

3.6694

.80367

124

VAR00017

3.9435

.74684

124

VAR00018

3.9839

.75422

124

VAR00019

3.8952

.56767

124

VAR00020

3.6290

.79088

124

VAR00021

3.9516

.75282

124

VAR00022

3.8387

.56146

124

VAR00023

3.7661

.74473

124

VAR00024

3.6371

.76864

124

VAR00025

3.9032

.57621

124

VAR00026

3.9677

.70924

124

Summary Item Statistics

53

Mean

Minimum

Maximum

Range

Maximum /

Variance

N of Items

Minimum
Item Means

3.239

1.806

3.984

2.177

2.205

.717

26

Item Variances

.474

.252

.878

.626

3.486

.022

26

Inter-Item Covariances

.136

-.184

.646

.830

-3.513

.017

26

Inter-Item Correlations

.284

-.287

1.000

1.287

-3.484

.065

26

ANNEXURE- C

DATA SHEET

54

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