Retail – Retailing – Retail Services – Customer Satisfaction


Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. Retailing does activities by organizing availability of products and services on a relatively large scale and supplying them to customers on a relatively small scale. Retail service is a series of activities designed to enhance the level of customer satisfaction i.e., the feeling that a product or service has met the customer expectation. Its importance varies by product, industry and customer; for instance, defective or broken merchandise can be exchanged. In order to find out the correlation between retail customer service and sales of the retail outlet, this study has been undertaken. The objective is to review different retail services offered by retailers in India. The study also attempts to find out customer satisfaction levels with respect to retail services and to find out impact of retail services on sales. Finally there are recommendations for better retail value added services to the customers

Full Text : PDF

  1. Anderson, S. W., L. S. Baggett and S. K. Widener, (2006), “The impact of service operations failures on customer satisfaction: the role of attributions of blame”, Social Science Research Network, “ papers.cfm?abstract_id=975832”.
  2. Berry, L.L (1980), “Services Marketing is Different”, Business, Vol.30, May-June, pp.24-38.
  3. Cronin, J.J. and Taylor S.A (1992), “Measuring Service Quality and re-examination and extension”, Journal of Marketing, Vol.30, pp 55-68. 
  4. Dabholkar, P A; Thorpe, D I and Rentz, J O (1996). “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, 24(1), 3-16.
  5. Don Peppers and Martha Rogers, Ph.D., Rules to Break and Laws to Follow, John Wiley & Sons Inc., (2008)
  6. Fisher, M. L., A. Raman, A. McClelland (2000), “Rocket-science retailing is almost here: are you ready?”, Harvard Business Review, 78(4), 115-124.
  7. Gilbert, David (1999), Retail Marketing Management, Harlow: Prentice Hall, 356 pp.
  8. Levy, Michael, A. Weitz, Barton (2002), Retailing Management. New Delhi: Tata McGraw Hill Publishing Company Limited, 2002. 754 pp.
  9. Lewlyn L. R. Rodrigues, Gopalakrishna B, Varambally K. V. M, “Service Quality and Customer Satisfaction: A Case Study in General Insurance using Customized SERVPERF Instrument”, Vignana Jyothi Journal of Management, Volume 1 Issue 1 July-December 2009, pp 63-71.
  10. Parasuraman, A, Zeithaml, V A and Berry, L L (1985). “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(4), 41-50.
  11. Philip H. Mitchell, Discovery-Based Retail, Bascom Hill Publishing Group, 2008
  12. Philip Kotler (2000), Marketing Management, 10th Edition, Prentice Hall India.
  13. Salmon, W. J. (1989), “Retailing in the age of execution”, Journal of Retailing, 65(3), pp 368-378.