Description
The importance of customers has been highlighted by many researchers and academicians. Zairi (2000) said "Customers are the purpose of what we do and rather than them depending on us, we very much depend on them. The customer is not the source of a problem, we shouldn't perhaps make a wish that customers 'should go away' because our future and our security will be put in jeopardy". That is the main reason why organizations today are focusing on customer satisfaction, loyalty and retention.
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
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CONTENTS CONTENTS CONTENTS CONTENTS
Sr.
No.
TITLE & NAME OF THE AUTHOR (S)
Page
No.
1(
A DESCRIPTIVE STUDY ON CATCHMENT AREA ANALYSIS AND CUSTOMER SATISFACTION TOWARDS BIG BAZAAR WITH SPECIAL REFERENCE TO
VADAPALANI BRANCH, CHENNAI
DR. VIMALA SANJEEVKUMAR, DR. SRI RAMACHANDRAN, PAVAN KUMAR .U & S. DHANALAKSHMI
1
2(
THE EFFECT OF MARKET ATTITUDE ON INNOVATIONAND NEW PRODUCT PERFORMANCE
FAKHRADDINMAROOFI
8
3(
THE APPRAISAL OF THE EFFECT OF STAFFS ENTREPRENEURIAL SPIRIT ON THE !UALITY DEVELOPMENT OF HUMAN CAPITAL" A CASE STUDY OF SHAHID
HASHEMI NEJAD GAS REFINING COMPANY
MOHAMMAD MOSAVI, MOHAMMAD LASHKARY, MOHAMMAD MEHDI GHOMIAN & JAVAD HASANZADEH
1#
$(
RELATING CORPORATE GOVERNANCE WITH MARKET VALUATION AND ORGANIZATIONAL PERFORMANCE" AN EMPIRICAL STUDY ON KSE PAKISTAN
SUMAIRA ASLAM., MADIHA LATIF., DR. MUHAMMAD ABDUL MAJID MAKKI & HASSAN MUJTABA NAWAZ SALEEM
22
%(
HUMAN RESOURCE PLANNING &HRP'" INSIGHTS FROM THE COMMERCIAL BANK OF CEYLON &CBC'
MAKSUDA HOSSAIN, ABU MD. ABDULLAH & AFSANA PERVINE
28
#(
MANAGEMENT, LABOUR PROCESS AND WORKERS OWN CONSTRUCTION OF SOCIAL RELATIONS OF PRODUCTION IN AN OIL REFINERY, NIGERIA
DR. OLUSEGUN OLADEINDE
3$
((
PATH)GOAL THEORY OF LEADERSHIP STYLE IN THE STRUCTURAL FORM OF SELF HELP GROUP
DR. C. SATAPATHY & SABITA MISHRA
38
8(
THE STUDY OF FINANCIAL PERFORMANCE OF NATIONALIZED BANKS DURING 2**#)2*1*
YOGESH PURI & DR. SHAMBHU KUMAR
$2
+(
AN EMPIRICAL STUDY ON THE BEHAVIOUR OF RURAL CONSUMERS TOWARDS FMCG,
JYOTI PRADHAN & DR. DEVI PRASAD MISRA
%2
1*(
PROBLEMS & PROSPECTS OF AGRICULTURE E-PORTS IN THE EMERGING SCENARIO
DR. M. L. GUPTA & DR. REKHA GARG
%+
11(
PROBLEMS AND PROSPECTS OF WOMEN ENTREPRENEURSHIP IN INDIA ) AN INVESTIGATIVE STUDY IN CHITTOOR DISTRICT OF ANDHRA PRADESH
DR. C. VISWANATHA REDDY
#2
12(
CAPITAL STRUCTURE ANALYSIS" AN INTER AND INTRA)INDUSTRY STUDY
DR. HAMENDRA KUMAR PORWAL & RABMEET KAUR
(1
13(
MANAGERIAL USES OF HUMAN RESOURCE ACCOUNTING" A SURVEY
REETA & UPASNA JOSHI
((
1$(
BORDER TRADE VIS).)VIS INDIAS LOOK EAST POLICY" A CASE STUDY OF MANIPUR
DR. N. TEJMANI SINGH & P. CHINGLEN SINGH
8*
1%(
NEW RURAL MARKETING STRATEGIES OF FMCG COMPANIES IN INDIA" A STUDY OF SELECTED RURAL MARKETS OF PUNJAB AND MADHYA PRADESH
JAGDEEP SINGH ARORA & POONAM ARORA
8%
1#(
A STUDY AND ANALYSIS OF FINANCIAL INCLUSION IN INDIA
DIGANTA KR. MUDOI
+1
1((
AWARENESS TOWARDS VARIOUS ASPECTS OF INSURANCE" AN EMPIRICAL STUDY IN THE STATE OF RAJASTHAN
DR. DHIRAJ JAIN
+%
18(
IMPACT OF MERGERS & AC!UISITIONS ON THE PERFORMANCE OF COMPANIES
GOVIND M. DHINAIYA
1*2
1+(
FOREIGN DIRECT INVESTMENT" IMPORTANCE, GROWTH & EMPLOYMENT OPPORTUNITIES IN INDIA
KIRTIKUMAR L. EKHANDE
1*(
2*(
AN INVESTIGATION ON BRAND PREFERENCE AMONG SPORT SHOE CONSUMERS" A CROSS SECTIONAL INVESTIGATION
DR. GAJANANA PRABHU B
11*
21(
FACTORS AFFECTING BEHAVIOR OF INDIAN STOCK MARKET
KUMAR SAURABH
11#
22(
CORPORATE GREENING" A STUDY OF RESPONSIVENESS OF FIRMS IN THE CONTE-T OF INDIAN HOTEL INDUSTRY
DR. ROOPA T.N. & NISHA RAJAN
122
23(
LEVEL OF CUSTOMER SATISFACTION ) A STUDY WITH REFERENCE TO INDIAN BANK, MAYILADUTHURAI BRANCH
DR. S.MAYILVAGANAN & G. KARTHIKEYAN
128
2$(
CUSTOMER GAP ANALYSIS IN ORGANISED RETAILING / AN EMPIRICAL STUDY
MOHMED IRFAN, DR. AMULYA. M & EVERIL JACKLIN FERNANDES
133
2%(
PERFORMANCE OF SHG, CREDIT LINKAGE PROGRAMMES" A COMPARATIVE ANALYSIS
DR. S. VENKATESH & GOVINDARAJU, M.S.
138
2#(
MUTUAL FUND PERFORMANCE" AN ANALYSIS OF INDE- FUNDS
SHIVANI INDER & DR. SHIKHA VOHRA
1$3
2((
BUYING BEHAVIOUR AND PERCEPTION OF RETAIL INVESTORS TOWARDS MUTUAL FUND SCHEMES
DIMPLE & RITU
1$(
28(
THE IMPACT OF PERSON)ORGANIZATION VALUE CONGRUENCE ON ORGANIZATIONAL COMMITMENT IN A PUBLIC SECTOR ORGANIZATION
PRACHI AGARWAL & PRIYANKA SAGAR
1%1
2+(
CARBON CREDITS ACCOUNTING REFLE-ION IN THE BALANCE SHEET / AN ACCOUNTANTS PERSPECTIVE
DR. P HANUMANTHA RAO & DR. B. VENKATA RAO
1%(
3*(
A LEGAL PERSPECTIVE OF BANK GUARANTEE SYSTEM IN INDIA
MOHD YASIN WANI & RAIS AHMAD QAZI
1#1
RE!UEST FOR FEEDBACK
1#%
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRON
PROF0 K0 K0 AGGARWAL
,h!ncellor% 5in&!y!6s 7niversity% Delhi
$ounder 8ice-,h!ncellor% #uru #obind "in&h ndr!pr!sth! 7niversity% Delhi
9
Pro 8ice-,h!ncellor% #uru J!3bheshw!r 7niversity% .is!r
FOUNDER FOUNDER FOUNDER FOUNDER PATRON PATRON PATRON PATRON
LATE SH0 RAM BHAJAN AGGARWAL
$or3er "t!te Minister for .o3e ; <ouris3% #overn3ent of .!ry!n!
$or3er 8ice-President% D!dri 9duc!tion "ociety% ,h!r=hi D!dri
$or3er President% ,hin!r "ynte: 5td( (<e:tile Mills)% Bhiw!ni
CO CO CO CO- -- -ORDINATOR ORDINATOR ORDINATOR ORDINATOR
DR0 SAMBHAV GARG
$!culty% M( M( nstitute of M!n!&e3ent% M!h!rishiM!r=!ndeshw!r7niversity% Mull!n!% A3b!l!% .!ry!n!
ADVISORS ADVISORS ADVISORS ADVISORS
DR0 PRIYA RANJAN TRIVEDI
,h!ncellor% <he #lob!l Open 7niversity% '!&!l!nd
PROF0 M0 S0 SENAM RAJU
Director A( ,( D(% "chool of M!n!&e3ent "tudies% (#('(O(7(% 'ew Delhi
PROF0 M0 N0 SHARMA
,h!ir3!n% M(B(A(% .!ry!n!,olle&e of <echnolo&y ; M!n!&e3ent% >!ith!l
PROF0 S0 L0 MAHANDRU
Princip!l (Retd()% M!h!r!4!A&r!sen,olle&e% J!&!dhri
EDITOR EDITOR EDITOR EDITOR
PROF0 R0 K0 SHARMA
Professor% Bh!rti 8idy!peeth 7niversity nstitute of M!n!&e3ent ; Rese!rch% 'ew Delhi
CO CO CO CO- -- -EDITOR EDITOR EDITOR EDITOR
DR0 BHAVET
$!culty% M( M( nstitute of M!n!&e3ent% M!h!rishiM!r=!ndeshw!r7niversity% Mull!n!% A3b!l!% .!ry!n!
EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD
DR0 RAJESH MODI
$!culty% 2!nbundustri!l,olle&e% >in&do3 of "!udi Ar!bi!
PROF0 SANJIV MITTAL
7niversity"chool of M!n!&e3ent "tudies% #uru #obind "in&h ( P( 7niversity% Delhi
PROF0 ANIL K0 SAINI
,h!irperson (,R,)% #uru #obind "in&h ( P( 7niversity% Delhi
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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DR0 SAMBHAVNA
$!culty% ((<(M(% Delhi
DR0 MOHENDER KUMAR GUPTA
Associ!te Professor% P(J(5('(#overn3ent,olle&e% $!rid!b!d
DR0 SHIVAKUMAR DEENE
Asst( Professor% Dept( of ,o33erce% "chool of Business "tudies% ,entr!l 7niversity of >!rn!t!=!% #ulb!r&!
MOHITA
$!culty% 2!3un! nstitute of 9n&ineerin& ; <echnolo&y% 8ill!&e #!dholi% P( O( #!dhol!% 2!3un!n!&!r
ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS
PROF0 NAWAB ALI KHAN
Dep!rt3ent of ,o33erce% Ali&!rh Musli3 7niversity% Ali&!rh% 7(P(
PROF0 ABHAY BANSAL
.e!d% Dep!rt3ent of nfor3!tion <echnolo&y% A3ity "chool of 9n&ineerin& ; <echnolo&y% A3ity
7niversity% 'oid!
PROF0 V0 SELVAM
""5% 8< 7niversity% 8ellore
PROF0 N0 SUNDARAM
8<7niversity% 8ellore
DR0 PARDEEP AHLAWAT
Associ!te Professor% nstitute of M!n!&e3ent "tudies ; Rese!rch% M!h!rshiD!y!n!nd7niversity% Roht!=
DR0 S0 TABASSUM SULTANA
Associ!te Professor% Dep!rt3ent of Business M!n!&e3ent% M!trusri nstitute of P(#( "tudies% .yder!b!d
TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR
AMITA
$!culty% #overn3ent M( "(% Moh!li
MOHITA
$!culty% 2!3un! nstitute of 9n&ineerin& ; <echnolo&y% 8ill!&e #!dholi% P( O( #!dhol!% 2!3un!n!&!r
FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS
DICKIN GOYAL
Advoc!te ; <!: Adviser% P!nch=ul!
NEENA
nvest3ent ,onsult!nt% ,h!3b!&h!t% "ol!n% .i3!ch!l Pr!desh
LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS
JITENDER S0 CHAHAL
Advoc!te% Pun4!b ; .!ry!n! .i&h ,ourt% ,h!ndi&!rh 7(<(
CHANDER BHUSHAN SHARMA
Advoc!te ; ,onsult!nt% District ,ourts% 2!3un!n!&!r !t J!&!dhri
SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT
SURENDER KUMAR POONIA
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS
?e invite unpublished novel% ori&in!l% e3piric!l !nd hi&h @u!lity rese!rch wor= pert!inin& to recent develop3ents ; pr!ctices in the !re! of
,o3puter% Business% $in!nce% M!r=etin&% .u3!n Resource M!n!&e3ent% #ener!l M!n!&e3ent% B!n=in&% nsur!nce% ,orpor!te #overn!nce
!nd e3er&in& p!r!di&3s in !llied sub4ects li=e Accountin& 9duc!tionA Accountin& nfor3!tion "yste3sA Accountin& <heory ; Pr!cticeA Auditin&A
Beh!vior!l Accountin&A Beh!vior!l 9cono3icsA ,orpor!te $in!nceA ,ost Accountin&A 9cono3etricsA 9cono3ic Develop3entA 9cono3ic .istoryA
$in!nci!l nstitutions ; M!r=etsA $in!nci!l "ervicesA $isc!l PolicyA #overn3ent ; 'on Profit Accountin&A ndustri!l Or&!ni-!tionA ntern!tion!l
9cono3ics ; <r!deA ntern!tion!l $in!nceA M!cro 9cono3icsA Micro 9cono3icsA Monet!ry PolicyA Portfolio ; "ecurity An!lysisA Public Policy
9cono3icsA Re!l 9st!teA Re&ion!l 9cono3icsA <!: Accountin&A Advertisin& ; Pro3otion M!n!&e3entA Business 9duc!tionA M!n!&e3ent
nfor3!tion "yste3s (M")A Business 5!w% Public Responsibility ; 9thicsA ,o33unic!tionA Direct M!r=etin&A 9-,o33erceA #lob!l BusinessA
.e!lth ,!re Ad3inistr!tionA 5!bor Rel!tions ; .u3!n Resource M!n!&e3entA M!r=etin& Rese!rchA M!r=etin& <heory ; Applic!tionsA 'on-
Profit Or&!ni-!tionsA Office Ad3inistr!tion/M!n!&e3entA Oper!tions Rese!rch/"t!tisticsA Or&!ni-!tion!l Beh!vior ; <heoryA Or&!ni-!tion!l
Develop3entA Production/Oper!tionsA Public Ad3inistr!tionA Purch!sin&/M!teri!ls M!n!&e3entA Ret!ilin&A "!les/"ellin&A "ervicesA "3!ll
Business 9ntrepreneurshipA "tr!te&ic M!n!&e3ent PolicyA <echnolo&y/nnov!tionA <ouris3% .ospit!lity ; 5eisureA <r!nsport!tion/Physic!l
DistributionA Al&orith3sA Artifici!l ntelli&enceA ,o3pilers ; <r!nsl!tionA ,o3puter Aided Desi&n (,AD)A ,o3puter Aided M!nuf!cturin&A
,o3puter #r!phicsA ,o3puter Or&!ni-!tion ; ArchitectureA D!t!b!se "tructures ; "yste3sA Di&it!l 5o&icA Discrete "tructuresA nternetA
M!n!&e3ent nfor3!tion "yste3sA Modelin& ; "i3ul!tionA Multi3edi!A 'eur!l "yste3s/'eur!l 'etwor=sA 'u3eric!l An!lysis/"cientific
,o3putin&A Ob4ect Oriented Pro&r!33in&A Oper!tin& "yste3sA Pro&r!33in& 5!n&u!&esA RoboticsA "y3bolic ; $or3!l 5o&ic !nd ?eb Desi&n(
<he !bove 3entioned tr!c=s !re only indic!tive% !nd not e:h!ustive(
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DATED" @@@@@@@@@@@@@
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"ub4ectB SUBMISSION OF MANUSCRIPT IN THE AREA OF 0
&70>0 F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<,AP,3<C9?9>3AL1DAC96EF47;AITAE2>5277;52>AM14C76145<,A94C7;, E?71,7 ,E7<583'
DEAR SIRAMADAM
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!ffir3 th!t !ll the !uthor (s) h!ve seen !nd !&reed to the sub3itted version of the 3!nuscript !nd their inclusion of n!3e (s) !s co-!uthor (s)(
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Desi&n!tionB
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Residenti!l !ddress with Pin ,odeB
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NOTESB
!) <he whole 3!nuscript is re@uired to be in ONE MS WORD FILE only (pdf( version is li!ble to be re4ected without !ny consider!tion)% which will st!rt fro3
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b) <he sender is re@uired to 3ention the followin& in the SUBJECT COLUMN of the 3!ilB
N7D M12F,<;5E4 89; R7G57D 52 4C7 1;71 98 (F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<,AP,3<C9?9>3AL1DAC96EF47;AITA
E2>5277;52>AM14C76145<,A94C7;, E?71,7 ,E7<583'
c) <here is no need to &ive !ny te:t in the body of 3!il% e:cept the c!ses where the !uthor wishes to &ive !ny specific 3ess!&e w(r(t( to the 3!nuscript(
d) <he tot!l si-e of the file cont!inin& the 3!nuscript is re@uired to be below %** KB(
e) Abstr!ct !lone will not be considered for review% !nd the !uthor is re@uired to sub3it the co3plete 3!nuscript in the first inst!nce(
f) <he 4ourn!l &ives !c=nowled&e3ent w(r(t( the receipt of every e3!il !nd in c!se of non-receipt of !c=nowled&3ent fro3 the 4ourn!l% w(r(t( the sub3ission
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E( MANUSCRIPT TITLE" <he title of the p!per should be in ! )E point ,!libri $ont( t should be bold typed% centered !nd fully c!pit!lised(
0( AUTHOR NAME &S' & AFFILIATIONS" <he !uthor (s) 8F?? 2167% H7,5>214592% 1885?514592 (s)% 1HH;7,,% 69I5?7A?12H?527 2F6I7;,% !nd 7615?A1?47;2147 7615?
1HH;7,, should be in it!lic ; ))-point ,!libri $ont( t 3ust be centered underne!th the title(
+( ABSTRACT" Abstr!ct should be in fully it!lici-ed te:t% not e:ceedin& E1* words( <he !bstr!ct 3ust be infor3!tive !nd e
l!in the b!c=&round% !i3s% 3ethods%
results ; conclusion in ! sin&le p!r!( Abbrevi!tions 3ust be 3entioned in full(
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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1( KEYWORDS" Abstr!ct 3ust be followed by ! list of =eywords% sub4ect to the 3!:i3u3 of five( <hese should be !rr!n&ed in !lph!betic order sep!r!ted by
co33!s !nd full stops !t the end(
F( MANUSCRIPT" M!nuscript 3ust be in BRITISH ENGLISH prep!red on ! st!nd!rd A+ si-e PORTRAIT SETTING PAPER( t 3ust be prep!red on ! sin&le sp!ce !nd
sin&le colu3n with )G 3!r&in set for top% botto3% left !nd ri&ht( t should be typed in H point ,!libri $ont with p!&e nu3bers !t the botto3 !nd centre of every
p!&e( t should be free fro3 &r!33!tic!l% spellin& !nd punctu!tion errors !nd 3ust be thorou&hly edited(
I( HEADINGS" All the he!din&s should be in ! )* point ,!libri $ont( <hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised( 5e!ve ! bl!n= line before e!ch
he!din&(
H( SUB)HEADINGS" All the sub-he!din&s should be in ! H point ,!libri $ont( <hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised(
J( MAIN TE-T" <he 3!in te:t should follow the followin& se@uenceB
INTRODUCTION
REVIEW OF LITERATURE
NEEDAIMPORTANCE OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES
HYPOTHESES
RESEARCH METHODOLOGY
RESULTS & DISCUSSION
FINDINGS
RECOMMENDATIONSASUGGESTIONS
CONCLUSIONS
SCOPE FOR FURTHER RESEARCH
ACKNOWLEDGMENTS
REFERENCES
APPENDI-AANNE-URE
t should be in ! H point ,!libri $ont% sin&le sp!ced !nd 4ustified( <he 3!nuscript should prefer!bly not e:ceed 5000 WORDS(
)*( FIGURES & TABLES" <hese should be si3ple% cryst!l cle!r% centered% sep!r!tely nu3bered ;self el!ined% !nd 454?7, 6F,4 I7 1I9G7 4C7 41I?7A85>F;7( S9F;<7,
98 H141 ,C9F?H I7 67245927H I7?9D 4C7 41I?7A85>F;7( t should be ensured th!t the t!bles/fi&ures !re referred to fro3 the 3!in te:t(
))( E!UATIONS"<hese should be consecutively nu3bered in p!rentheses% hori-ont!lly centered with e@u!tion nu3ber pl!ced !t the ri&ht(
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• 7se (7H0) for one editor% !nd (7H0,' for 3ultiple editors(
• ?hen listin& two or 3ore wor=s by one !uthor% use --- (E*:
% such !s !fter >ohl ()JJI)% use --- (E**))% etc% in chronolo&ic!lly !scendin& order(
• ndic!te (openin& !nd closin&) p!&e nu3bers for !rticles in 4ourn!ls !nd for ch!pters in boo=s(
• <he title of boo=s !nd 4ourn!ls should be in it!lics( Double @uot!tion 3!r=s !re used for titles of 4ourn!l !rticles% boo= ch!pters% dissert!tions% reports% wor=in&
p!pers% unpublished 3!teri!l% etc(
• $or titles in ! l!n&u!&e other th!n 9n&lish% provide !n 9n&lish tr!nsl!tion in p!rentheses(
• <he loc!tion of endnotes within the te:t should be indic!ted by superscript nu3bers(
PLEASE USE THE FOLLOWING FOR STYLE AND PUNCTUATION IN REFERENCES"
BOOKS
• Bowerso:% Don!ld J(% ,loss% D!vid J(% ()JJF)% K5o&istic!l M!n!&e3ent(K <!t! Mc#r!w% .ill% 'ew Delhi(
• .un=er% .(5( !nd A(J( ?ri&ht ()JF0)% K$!ctors of ndustri!l 5oc!tion in OhioK Ohio "t!te 7niversity% 'i&eri!(
CONTRIBUTIONS TO BOOKS
• "h!r3! <(% >w!tr!% #( (E**H) 9ffectiveness of "oci!l Advertisin&B A "tudy of "elected ,!3p!i&ns% ,orpor!te "oci!l Responsibility% 9dited by D!vid ,rowther ;
'ichol!s ,!p!ldi% Ash&!te Rese!rch ,o3p!nion to ,orpor!te "oci!l Responsibility% ,h!pter )1% pp EHI-0*0(
JOURNAL AND OTHER ARTICLES
• "che3enner% R(?(% .uber% J(,( !nd ,oo=% R(5( ()JHI)% K#eo&r!phic Differences !nd the 5oc!tion of 'ew M!nuf!cturin& $!cilities%K Journ!l of 7rb!n 9cono3ics%
8ol( E)% 'o( )% pp( H0-)*+(
CONFERENCE PAPERS
• #!r&% "!3bh!v (E*)))B KBusiness 9thicsK P!per presented !t the Annu!l ntern!tion!l ,onference for the All ndi! M!n!&e3ent Associ!tion% 'ew Delhi% ndi!%
)J/EE June(
UNPUBLISHED DISSERTATIONS AND THESES
• >u3!r "( (E*)))B K,usto3er 8!lueB A ,o3p!r!tive "tudy of Rur!l !nd 7rb!n ,usto3ers%K <hesis% >uru=shetr! 7niversity% >uru=shetr!(
ONLINE RESOURCES
• Alw!ys indic!te the d!te th!t the source w!s !ccessed% !s online resources !re fre@uently upd!ted or re3oved(
WEBSITES
• #!r&% Bh!vet (E*)))B <ow!rds ! 'ew '!tur!l #!s Policy% Politic!l ?ee=ly% 8iewed on J!nu!ry *)% E*)E httpB//epw(in/user/view!bstr!ct(4sp
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
)
A DESCRIPTIVE STUDY ON CATCHMENT AREA ANALYSIS AND CUSTOMER SATISFACTION TOWARDS BIG
BAZAAR WITH SPECIAL REFERENCE TO VADAPALANI BRANCH, CHENNAI
DR. VIMALA SANJEEVKUMAR
ASSOCIATE PROFESSOR – COB
SCHOOL OF MANAGEMENT
UNIVERSITI OF UTARA
SINTOK, KEDAH, MALAYSIA
DR. SRI RAMACHANDRAN
DIRECTOR - MANAGEMENT STUDIES
MAHENDRA COLLEGE OF ENGINEERING
SALEM CAMPUS
SALEM
PAVAN KUMAR .U
1!-A, TK STREET 1
ST
FLOOR
NEAR SUKRAWARPET
COIMBATORE
S. DHANALAKSHMI
LECTURER - MANAGEMENT SCIENCES
MAHENDRA COLLEGE OF ENGINEERING
SALEM CAMPUS
SALEM
ABSTRACT
Cus!"#$s% #&'#$(#)*#s u+(",#+- .##$"()# /0#0#$ !$ )! , *!"',)- s,-s () 1us()#ss. T0# ("'!$,)*# !2 *us!"#$ s,(s2,*(!) /,s , 0! 1us()#ss !'(* ()
0# 3456s, ,s *us!"#$ s,(s2,*(!) /,s *!)s(.#$#. 0# 1#s /().!/ ()! +!-,+-. I) 0# +,# 756s, 0!/#8#$, $#s#,$*0#$s 9u#s(!)#. /0#0#$ *us!"#$ s,(s2,*(!)
,*u,++- ("',*s !8#$,++ '#$2!$",)*#. T0#- 2!u). 0, 0# +(): 1#/##) *us!"#$ s,(s2,*(!) ,). 0(;0#$ '$!2(s, ROI, !$ s0,$# !2 ",$:# (s .u1(!us. T0# $#s#,$*0
','#$ (s ,1!u 0# (.#)(2(*,(!) !2 0# *us!"#$ s,(s2,*(!) ,). *,*0"#) ,$#, !2 BIG BAZAAR%s Bus()#ss () 8,.,',+,)( 1$,)*0 ,). (s s#$8(*#. T0# $#s#,$*0#$
us#. .#s*$('(8# $#s#,$*0, ,). s("'+# $,).!" s,"'+(); ! (.#)(2- 0# s,"'+#. T0# s,"'+# s(<# !2 333 /,s ()*+u.#. () 0# su.-. R#s#,$*0#$ su#. C0( s9u,$# #s
! #s 0# 0-'!0#s(s.
KEYWORDS
,usto3er s!tisf!ction% ,!tch3ent !re!% RO(
10 INTRODUCTION
he i3port!nce of custo3ers h!s been hi&hli&hted by 3!ny rese!rchers !nd !c!de3ici!ns( L!iri (E***) s!id M,usto3ers !re the purpose of wh!t we do
!nd r!ther th!n the3 dependin& on us% we very 3uch depend on the3( <he custo3er is not the source of ! proble3% we shouldn6t perh!ps 3!=e ! wish
th!t custo3ers Cshould &o !w!y6 bec!use our future !nd our security will be put in 4eop!rdyG( <h!t is the 3!in re!son why or&!ni-!tions tod!y !re
focusin& on custo3er s!tisf!ction% loy!lty !nd retention(
Accordin& to .!nse3!r= !nd Albinsson (E**+)% Ms!tisf!ction is !n over!ll custo3er !ttitude tow!rds ! service provider% or !n e3otion!l re!ction to the
difference between wh!t custo3ers !nticip!te !nd wh!t they receive% re&!rdin& the fulfill3ent of so3e need% &o!l or desireG( ,usto3er loy!lty% on the other
h!nd% !ccordin& to Anderson !nd J!cobsen (E***) Mis !ctu!lly the result of !n or&!ni-!tion cre!tin& ! benefit for ! custo3er so th!t they will 3!int!in or
incre!se their purch!ses fro3 the or&!ni-!tion( Oliver ()JJI) s!id th!t custo3er loy!lty refers to M! deeply held co33it3ent to re-buy or re-p!tronise !
preferred product or service consistently in the future despite situ!tion!l influences !nd 3!r=etin& efforts h!vin& the potenti!l to c!use switchin& beh!viorG(
<rue custo3er loy!lty is cre!ted when the custo3er beco3es !n !dvoc!te for the or&!ni-!tion% without incentiveG( Accordin& to .oyer !nd M!cnnis (E**))%
custo3er retention is Mthe pr!ctice of wor=in& to s!tisfy custo3ers with the intention of developin& lon&-ter3 rel!tionships with the3G( Lineldin (E***) s!id th!t
retention c!n be defined !s M! co33it3ent to continue to do business or e:ch!n&e with ! p!rticul!r co3p!ny on !n on&oin& b!sisG(
,!tch3ent !re! is very i3port!nt for e!ch !nd every ret!il shop( t 3e!ns to find the correct loc!tion of ! store( n hu3!n &eo&r!phy% ! c!tch3ent !re! is the
!re! !nd popul!tion fro3 which ! city or individu!l service !ttr!cts visitors or custo3ers( ,!tch3ent !re!s !re &ener!lly founded either on for3!l loc!l
&overn3ent bound!ries or else on so3e other &eo&r!phic b!sis( $or e:!3ple% ! nei&hborhood or district of ! city often h!s sever!l s3!ll convenience shops%
e!ch with ! c!tch3ent !re! of sever!l streets( "uper3!r=ets% on the other h!nd% h!ve ! 3uch lower density% with c!tch3ent !re!s of sever!l nei&hborhoods (or
sever!l vill!&es in rur!l !re!s)( <his principle% si3il!r to thecentr!l pl!ce theory% 3!=es c!tch3ent !re!s !n i3port!nt !re! of study for &eo&r!phers% econo3ists%
!nd urb!n pl!nners(
Ret!il An!lysis is !n inherently co3ple: !nd dyn!3ic issue bec!use of inter!ctions th!t occur between different ret!il centers( f !ll ret!il centers were !li=e%
offerin& e:!ctly the s!3e shops !nd services with re&!rds to price !nd @u!lity then we could !ssu3e th!t the popul!tion within the c!tch3ent would spend !ll
of its 3oney in the ne!rest centre( .owever% different centers !re not the s!3e !nd people6s 3obility 3e!ns th!t they will often tr!vel to their preferred
destin!tion inste!d of their closest one( ,h!n&es in popul!tion% !ccess !nd ret!ilin& !lso !lter rel!tive !ttr!ctiveness( An i3port!nt ele3ent of the study is
therefore to provide ! robust !ssess3ent of the current c!tch3ent !re! of the city% t!=in& into !ccount different types of ret!ilin& such !s food !nd non-food%
with the l!tter dis!&&re&!ted into bul=y !nd non-bul=y &oods(
T
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
E
20 CUSTOMER SATISFACTION
,usto3er s!tisf!ction is ! ter3 &ener!lly used to to 3e!sure ! custo3erNs perception of ! co3p!nyNs products !nd services( ,usto3er s!tisf!ction is th!t
custo3ers !re 3ost li=ely to !ppreci!te the &oods !nd services th!t they buy if they !re 3!de to feel speci!l( <his occurs when they feel th!t the &oods !nd
services th!t they buy h!ve been speci!lly produced for the3 or for people li=e the3( <his rel!tes to ! wide r!n&e of products such !s r!-ors th!t !re desi&ned
for e!se of use !nd &ood @u!lity finish% petrol products th!t !re environ3ent!lly friendly !nd custo3i-ed to 3eet the needs of p!rticul!r types of en&ines% etc(
<o underst!nd custo3ersOwh!t custo3ers !re doin& !nd wh!t they6re s!yin&Oco3p!nies need to e:!3ine the custo3ers6 inter!ctions with their products !nd
services throu&h ! different lens !nd discover where these !re f!llin& short( $ortun!tely% the M=now your custo3erG !d!&e h!s been t!=en to !n entirely new
level by eerience !n!lytics pl!tfor3 providers( n f!ct% $orrester h!s s!id th!t !n eerience pl!tfor3 ,lic=$o: offers provides the uni@ue c!p!bility to Midentify
discrep!ncies between syste3 desi&n !nd !ctu!l inter!ctions !cross 3ultiple ch!nnels to provide 3e!nin&ful insi&ht(G <r!c=in& !ctu!l custo3er beh!viors !nd
eeriences !cross ret!il% online !nd cont!ct centers provides powerful insi&hts into the root c!use of issues li=e poor s!tisf!ction( $!st &rowin&% successful
co3p!nies ret!in !nd &!in custo3er loy!lty by doin& 3ore th!n si3ply resolvin& !n e:istin& proble3(
201 CUSTOMER SATISFACTION DEFINITION
Despite e:tensive rese!rch in the ye!rs since ,!rdo-o6s ()JF1) cl!ssic !rticle% rese!rchers h!ve yet to develop ! consensu!l definition of consu3er s!tisf!ction(
Oliver ()JJI) !ddresses this definition!l issue by p!r!phr!sin& the e3otion liter!ture% notin& th!t Keveryone =nows wh!t Ps!tisf!ctionQ is until !s=ed to &ive !
definition( <hen it see3s% nobody =nowsK (p( )0)( B!sed on the perception th!t s!tisf!ction h!s been defined% 3ost rese!rch focuses on testin& 3odels of
consu3er s!tisf!ction (e(&(% M!no !nd Oliver )JJ0A Oliver )JJ0A Oliver !nd De"!rbo )JHHA "pren&% M!c>en-ie% !nd Olsh!vs=y )JJFA <se !nd ?ilton )JHH) while
definition!l consider!tions h!ve received little !ttention( As ! result% the liter!ture is replete with different conceptu!l !nd oper!tion!l definitions of consu3er
s!tisf!ction (see <!ble ))( As Peterson !nd ?ilson ()JJE) su&&est% K"tudies of custo3er s!tisf!ction !re perh!ps best ch!r!cteri-ed by their l!c= of definition!l
!nd 3ethodolo&ic!l st!nd!rdi-!tionK (p( FE)(
Most definitions h!ve f!vored the notion of consu3er s!tisf!ction !s ! response to !n ev!lu!tion process( "pecific!lly% there is !n overridin& the3e of consu3er
s!tisf!ction !s ! su33!ry concept (i(e(% ! fulfill3ent response (Oliver )JJI)A !ffective response (.!lste!d% .!rt3!n% !nd "ch3idt )JJ+)A over!ll ev!lu!tion
($ornell )JJE)A psycholo&ic!l st!te (.ow!rd !nd "heth )JFJ)A &lob!l ev!lu!tive 4ud&3ent (?estbroo= )JHI)A su33!ry !ttribute pheno3enon (Oliver )JJE)A or
ev!lu!tive response (D!y )JH+))( .owever% there is dis!&ree3ent concernin& the n!ture of this su33!ry concept( Rese!rchers portr!y consu3er s!tisf!ction !s
either ! co&nitive response (e(&(% Bolton !nd Drew )JJ)A .ow!rd !nd "heth )JFJA <se !nd ?ilton )JHH) or !n !ffective response (e(&(% ,!dotte% ?oodruff% !nd
Jen=ins )JHIA .!lste!d% .!rt3!n% !nd "ch3idt )JJ+A ?estbroo= !nd Reilly )JH0)( $urther3ore% oper!tion!l definitions 3!y include ! beh!vior!l di3ension of
s!tisf!ction (e(&(% K would reco33end the school to students interested in ! business c!reer(K (.!lste!d% .!rt3!n% !nd "ch3idt )JJ+))% !lthou&h conceptu!l
definitions !re void of ! beh!vior!l orient!tion(
<his study will focus on the concept of consu3er s!tisf!ction( As noted previously% the liter!ture h!s been l!: in distin&uishin& between consu3er s!tisf!ction%
custo3er s!tisf!ction% !nd s!tisf!ction (see ,!dotte% ?oodruff% !nd Jen=ins ()JHI) versus ,hurchill !nd "urpren!nt ()JHE) or "pren&% M!c>en-ie% !nd Olsh!vs=y
()JJF) versus "3ith% Bolton% !nd ?!&ner ()JJJ) for e:!3ples)( n other c!ses% neither consu3er nor custo3er is used to @u!lify the ter3% s!tisf!ction (e(&(%
#!rdi!l et !l( )JJ+A Mitt!l% >u3!r% !nd <siros )JJJ)( All of these studies% however% tend to be focused on the fin!l user( ,onsistent with the liter!ture% we will
define the consu3er !s the ulti3!te user of the product( Althou&h our focus is on the end user of the product% we reco&ni-e th!t% in so3e situ!tions% the end
user is !lso the purch!ser( t is evident th!t the concept of consu3er s!tisf!ction !pplies in 3!ny 3!r=etin& conte:tsB purch!se (e(&(% "w!n !nd Oliver )JH1)%
consu3ption (e(&(% ,!dotte% ?oodruff% !nd Jen=ins )JHI)% infor3!tion considered (e(&(% "pren&% M!c>en-ie% !nd Olsh!vs=y )JJF)A !nd% even business
consu3ption (Mowen !nd Minor )JJHA "chiff3!n !nd >!nu= E***A "olo3on )JJJ)( <hus% consu3er s!tisf!ction 3ust be elicitly defined to deline!te the
conte:t( n this study% consu3er s!tisf!ction pert!ins to the response of the end user who 3!y or 3!y not be the purch!ser(
202 IMPORTANCE OF CUSTOMER SATISFACTION
?hen we buy ! product or service% we eect it to be ri&ht( ?e don6t 4u3p up !nd down with &lee s!yin& Misn6t it wonderful% it !ctu!lly wor=edG( <h!t is wh!t we
p!id our 3oney for( Add to this our world of ever e:!ctin& st!nd!rds( ?e now h!ve products !v!il!ble to us th!t would !stound our &re!t &r!ndp!rents !nd yet
we @uic=ly beco3e used to the3( <he b!r is &ettin& hi&her !nd hi&her( At the s!3e ti3e our lives !re ever 3ore co3plic!ted with hi&her stress levels( Deli&htin&
custo3ers !nd !chievin& hi&h custo3er s!tisf!ction scores in this environ3ent is ever 3ore difficult( And even if your custo3ers !re co3pletely s!tisfied with
your product or service% si&nific!nt chun=s of the3 could le!ve you !nd st!rt doin& business with your co3petition( A 3!r=et tr!der h!s ! continuous fin&er on
the pulse of custo3er s!tisf!ction( Direct cont!ct with custo3ers indic!tes wh!t he is doin& ri&ht or where he is &oin& wron&( "uch infor3!l feedb!c= is v!lu!ble
in !ny co3p!ny but h!rd to for3!lise !nd control in !nythin& 3uch l!r&er th!n ! corner shop( $or this re!son surveys !re necess!ry to 3e!sure !nd tr!c=
custo3er s!tisf!ction(
Developin& ! custo3er s!tisf!ction pro&r!33e is not 4ust !bout c!rryin& out ! survey( "urveys provide the re!din& th!t shows where !ttention is re@uired but in
3!ny respects% this is the e!sy p!rt( 8ery often% 3!4or lon& l!stin& i3prove3ents need ! fund!3ent!l tr!nsfor3!tion in the co3p!ny% prob!bly involvin&
tr!inin& of the st!ff% possibly involvin& cultur!l ch!n&e( <he result should be fin!nci!lly benefici!l with less custo3er churn% hi&her 3!r=et sh!res% pre3iu3
prices% stron&er br!nds !nd reput!tion% !nd h!ppier st!ff( .owever% there is ! price to p!y for these i3prove3ents(
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
0
FACTORS INFLUENCING CUSTOMER SATISFACTION
!F1?543 of the product Delivery 92 4567 & SE77H 98 H7?5G7;3
L72>4C of life of the product
D7,5>2 of the product
C92,5,472<3 of @u!lity
R12>7 of products
P;9<7,,5I5?543 of the product
R7EF414592 of the co3p!ny
E1,7 of doin& business
C9F;47,3 fro3 s!les st!ff
nvoice <?1;543
nvoices 92 4567
Represent!tiveNs 1G15?1I5?543 T941? <9,4 of use ;
Represent!tiveNs B29D?7H>7 V1?F7 for 3oney
R7?51I5?543 of returnin& c!lls
F;572H?527,, of the s!les st!ff M!r=et E;5<7
,o3pl!int ;7,9?F4592
R7,E92,5G727,, to en@uiries
A847; ,1?7, service
T7<C25<1? service
30 REVIEW OF LITERATURE
?hile the liter!ture cont!ins si&nific!nt differences in the definition of s!tisf!ction% !ll the definitions sh!re so3e co33on ele3ents( ?hen e:!3ined !s !
whole% three &ener!l co3ponents c!n be identifiedB )) consu3er s!tisf!ction is ! response (e3otion!l or co&nitive)A E) the response pert!ins to ! p!rticul!r focus
(eect!tions% product% consu3ption eerience% etc()A !nd 0) the response occurs !t ! p!rticul!r ti3e (!fter consu3ption% !fter choice% b!sed on !ccu3ul!ted
eerience% etc)( ,onsu3er responses followed ! &ener!l p!ttern si3il!r to the liter!ture( "!tisf!ction w!s co3prised of three b!sic co3ponents% ! response
pert!inin& to ! p!rticul!r focus deter3ined !t ! p!rticul!r ti3e(
F"#$% "& '() R)%*"+%) - <he focus identifies the ob4ect of ! consu3er6s s!tisf!ction !nd usu!lly ent!ils co3p!rin& perfor3!nce to so3e st!nd!rd( <his st!nd!rd
c!n v!ry fro3 very specific to 3ore &ener!l st!nd!rds( <here !re often 3ultiple foci to which these v!rious st!nd!rds !re directed includin& the product%
consu3ption% purch!se decision% s!lesperson% or service( <he deter3in!tion of !n !ppropri!te focus for s!tisf!ction v!ries fro3 conte:t to conte:t( .owever%
without ! cle!r focus% !ny definition of s!tisf!ction would h!ve little 3e!nin& since interpret!tion of the construct would v!ry fro3 person to person (ch!3eleon
effects)(
T,-,+. "& '() R)%*"+%) - t is &ener!lly !ccepted th!t consu3er s!tisf!ction is ! postpurch!se pheno3enon% yet ! nu3ber of subtle differences e:ist in this
perspective( <he purch!se decision 3!y be ev!lu!ted !fter choice% but prior to the !ctu!l purch!se of the product( ,onsu3er s!tisf!ction 3!y occur prior to
choice or even in the !bsence of purch!se or choice (e(&(% diss!tisfied with out-of-town super3!r=ets% which were never p!troni-ed% bec!use they c!used ! loc!l
store to close)( t h!s even been !r&ued th!t none of the !bove ti3e fr!3es is !ppropri!te since s!tisf!ction c!n v!ry dr!3!tic!lly over ti3e !nd s!tisf!ction is
only deter3ined !t the ti3e the ev!lu!tion occurs( <he consu3er responses reinforced this v!ried ti3in& !spect of s!tisf!ction( n !ddition% the consu3ers
discussed the dur!tion of s!tisf!ction% which refers to how lon& ! p!rticul!r s!tisf!ction response l!sts(
D,%%/',%&/#',"+ - <he liter!ture h!s t!=en two !ppro!ches to conceptu!li-in& !nd oper!tion!l-in& the diss!tisf!ction construct( ,onsu3er diss!tisf!ction is
portr!yed !s the bipol!r opposite of s!tisf!ctionA or consu3er s!tisf!ction !nd diss!tisf!ction !re viewed !s two different di3ensions( "ince the liter!ture does
not provide ! cle!r conceptu!li-!tion of diss!tisf!ction% we turned to consu3er perceptions( ,onsu3ers su&&est th!t diss!tisf!ction is still co3prised of the
three co3ponents of the definition!l fr!3ewor=B !ffective responseA focusA !nd ti3in&( .owever% the consu3er d!t! did not help resolve the di3ension!lity
issue( ?e specul!te th!t the !pp!rent di3ension!lity of s!tisf!ction 3i&ht be understood by e:!3inin& the focus of s!tisf!ction !nd diss!tisf!ction( ,onsu3ers
were so3eti3es s!tisfied with one !spect of the choice/consu3ption eerience% but diss!tisfied with !nother !spect( n this c!se% s!tisf!ction !nd
diss!tisf!ction c!n be viewed !s different di3ensions(
+( INTRODUCTION OF THE COMPANY
Bi& B!-!!r is ! ch!in of hyper3!r=et in ndi!% which c!ters to every f!3ily6s needs !nd re@uire3ents( <his ret!il store is ! subsidi!ry of $uture &roup% P!nt!loons
Ret!il ndi! 5td( !nd is !n !nswer to the 7nited "t!tes ?!l-M!rt( Bi& B!-!!r h!s rele!sed the doors for the f!shion world% &ener!l 3erch!ndise li=e sports &oods%
cutlery% croc=ery% utensils% !nd ho3e furnishin&s etc( !t best econo3ic!l prices(
Bi& B!-!!r &roup offers 3ore th!n )** stores !ll over the country with !n !3!l&!3!tion of ndi!n b!-!!rsR feel !nd touch with ! convenience !nd choice of the
3odern ret!il f!cilities( <he ret!il for3!t of the Bi& B!-!!r &roup includes A!dh!r% Rur!l ; .o3e-<own ret!il ch!in% 9-one ho3e-i3prove3ent ch!in%
sportswe!r ret!iler% depot !nd 3usic ch!in is few !3on& others(worldwide country ch!in% Bi& B!-!!r% is for3ed by ,9O of $uture #roup% Mr( >ishore Biy!ni(
<he &roup do not pro3ises 3ore th!n wh!t it delivers( <heir b!sic !ttr!ction !ssoci!ted with re!son!ble prices is their 7ni@ue "ellin& Price(
Bi& B!-!!rNs 4ourney be&!n in October E**) when the youn&% opened the first &ener!tion entrepreneur >ishore Biy!ni its first hyper3!r=et ret!il outlet in
>ol=!t! (for3erly ,!lcutt!)( n the s!3e 3onth h!d two 3ore stores !re !dded - one e!ch in .yder!b!d !nd Mu3b!i% !nd thus be&in ! successful st!y th!t
be&!n the ch!pter of or&!ni-ed ret!ilin& in ndi!(Bi& B!-!!r is present tod!y in 1J cities !nd holdin& 3ore th!n 1 3illion s@(ft( Open house !nd drivin& over ))*
<he product Delivery
"t!ff ; "ervice
<he co3p!ny
Price
"ervice
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed
3illion footf!lls in its stores( <he for3!t is eected th!t the nu3ber of footf!ll in the stores to incre!se by )+* 3illion
Mr( Biy!ni for his vision !nd le!dership% !nd Bi& B!-!!r for its uni@ue proposition
n!tion!lly !nd intern!tion!lly(
%0 OBJECTIVE OF THE STUDY
• <o investi&!te the c!tch3ents !re! !nd custo3er loy!lty of 8!d!p!l!ni br!nch(
• <o identify the s!tisf!ction level of custo3er in
responsibility% ho3e delivery !nd product r!n&e(
• <o identify the custo3er s!tisf!ction in other service !nd &o &reen(
#0 RESEARCH METHODOLOGY
#01 D7,<;5E45G7 R7,71;<C
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !n
studied(
#02 S16E?52>
"!3plin& is to select of individu!ls fro3 the whole popul!t
infinite in n!ture% so rese!rcher !dopted the convenience s!3plin& techni@ue( ,onvenience s!3plin&( t is ! type of non
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is r
3ost popul!r d!t! collection techni@ues includeB surveys% second!ry d!t! sources or
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod
@uestionn!ires( Rese!rchers list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve
co3p!rin& !dv!nt!&e such !sB it is e!sy to !n!ly-e% f!3ili!r to 3ost people% it c!n reduce bi!s !nd less intrusive th!n f!ce
#03 D141 C9??7<4592 12H S16E?52>
P;561;3 D141
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered thr
the rel!tionship between the dependent v!ri!ble !nd independent v!ri!bles
P9EF?14592 12H S16E?52>
<he s!3plin& fr!3e for this study includes the custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
the custo3ers who visited B# BALAAR( <he s!3ple si-e chosen for this study is ))) custo3ers
H3E94C7,5,
• <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
• <here is no si&nific!nt rel!tionship between loc!tion !nd occup!tion
• <he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!
#0$ T7<C25JF7 98 A21?3,5,
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!
be used for the d!t! !n!lysis !nd chi s@u!re w!s used to t
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two
result c!n be converted into 3uch out of hundred !nd to =now !s percent!&e !n!lysis(
(0 DATA ANALYSIS AND INTERPRETATION
S.N" F/#'"0%
1 P!r=in&
2 5oc!tion
3 "ervice provided by e:ecutives
$ Merch!ndisin&
% Offer !nd discount
# 9erience with Bi& B!-!!r
( .o3e delivery
CHI) S!UARE TEST
H3E94C7,5," 1
C96E1;5,92 I74D772 >72H7; 12H ,145,81<4592 52 ,7;G5<7 E;9G5H7H I3 <F,4967; 7K7<F45G70
.*T <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
.)T<here is si&nific!nt rel!tionship between &ender !nd s!tisf!ct
*
1*
2*
3*
$*
%*
#*
HS S
EPTEMBER)
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
3illion footf!lls in its stores( <he for3!t is eected th!t the nu3ber of footf!ll in the stores to incre!se by )+* 3illion durin& this fin!nci!l ye!r( Over the ye!rs%
Mr( Biy!ni for his vision !nd le!dership% !nd Bi& B!-!!r for its uni@ue proposition to its custo3ers Kh!ve received every presti&ious consu3er prices% both
<o investi&!te the c!tch3ents !re! !nd custo3er loy!lty of 8!d!p!l!ni br!nch(
<o identify the s!tisf!ction level of custo3er in bi& b!-!!r with respect to 5oc!tion% 3erch!ndisin&% offer !nd discounts% v!rieties% ,orpor!te soci!l
<o identify the custo3er s!tisf!ction in other service !nd &o &reen(
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !n
"!3plin& is to select of individu!ls fro3 the whole popul!tion% it need to &ener!l to present the ch!r!cteristic of the popul!tion( n this study% the popul!tion is
infinite in n!ture% so rese!rcher !dopted the convenience s!3plin& techni@ue( ,onvenience s!3plin&( t is ! type of non-
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is r
3ost popul!r d!t! collection techni@ues includeB surveys% second!ry d!t! sources or !rchiv!l d!t!% ob4ective 3e!sures or tests% !nd interviews( n this study
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod
rs list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve
co3p!rin& !dv!nt!&e such !sB it is e!sy to !n!ly-e% f!3ili!r to 3ost people% it c!n reduce bi!s !nd less intrusive th!n f!ce-
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered thr
the rel!tionship between the dependent v!ri!ble !nd independent v!ri!bles
custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
the custo3ers who visited B# BALAAR( <he s!3ple si-e chosen for this study is ))) custo3ers
<here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
<here is no si&nific!nt rel!tionship between loc!tion !nd occup!tion
<he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!
be used for the d!t! !n!lysis !nd chi s@u!re w!s used to test the hypothesis( Percent!&e !n!lysis is used in 3!=in& co3p!rison between two or 3ore series of
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two
result c!n be converted into 3uch out of hundred !nd to =now !s percent!&e !n!lysis(
DATA ANALYSIS AND INTERPRETATION
H,.(12 %/',%&,)3 S/',%&,)3 M"3)0/')12 S/',%&,)3 D,%%/',%&,)3
+1 0J H 1
11 EH 1 E
EH )) I +I
01 0I 0 )J
)E 0E EE )0
*H )J +0 )J
)J +) )I )E
I74D772 >72H7; 12H ,145,81<4592 52 ,7;G5<7 E;9G5H7H I3 <F,4967; 7K7<F45G70
.*T <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
.)T<here is si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
MS D HDS
ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
ncluded in the ntern!tion!l "eri!l Directories
+
durin& this fin!nci!l ye!r( Over the ye!rs%
to its custo3ers Kh!ve received every presti&ious consu3er prices% both
bi& b!-!!r with respect to 5oc!tion% 3erch!ndisin&% offer !nd discounts% v!rieties% ,orpor!te soci!l
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !nd ch!r!cteristics !bout wh!t is bein&
ion% it need to &ener!l to present the ch!r!cteristic of the popul!tion( n this study% the popul!tion is
-prob!bility s!3plin& which involves the
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is re!dily !v!il!ble !nd convenient( <he
!rchiv!l d!t!% ob4ective 3e!sures or tests% !nd interviews( n this study
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod is to collect d!t! throu&h the
rs list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve the
-to-f!ce surveys(
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered throu&h the @uestionn!ires to study
custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!&e for the "oci!l "ciences ("P )F(*) will
est the hypothesis( Percent!&e !n!lysis is used in 3!=in& co3p!rison between two or 3ore series of
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two or 3ore series of d!t!( <he nu3ber of
D,%%/',%&,)3 H,.(12 D,%%/',%&,)3
0
)*
I
)F
E)
))
))
P1;B52>
L9<14592
S7;G5<7
M7;<C12H5,52>
O887; &D5,<9F24,
EKE7;572<7
H967 H7?5G7;3
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
1
C1?<F?14592
O5 E5 &O5)E5'&O5)E5'2&O5)E5'2AE5
)+)0E E *()H
+ 1 ) *(F *()00
0 0 *(E *(*+ *(*)E1
E*E)) ) *(*11
+ 0 *(H *(F *()IH
)I)H) E *())*
H I ) *(H *())+
1 1 *(0 *(*F *(*)0
0E0)) ) *(*0J
+ 1 *(0 *(*F *(*)0
,!lcul!ted 8!lue *0+$(%
D7>;77 98 F;77H96
<he de&ree of freedo3 T (r-)) : (c-))
T (E-)) : (1-))
T ) : + T $
C1?<F?147H V1?F7 L *0+$(%
T1I?7 V1?F7
$or + de&ree of freedo3 U 1V si&nific!nt level T 20((#
C1?<F?147H V1?F7 &*0+$(%' M T1I?7 G1?F7 &20((#'
INFERENCE
.ere the c!lcul!ted 8!lue is less th!n t!ble v!lue( "o our null hypothesis (.*) is !ccepted(
<herefore% there is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
H3E94C7,5," 2
C96E1;5,92 I74D772 9<<FE14592 12H L9<14592
.*T <here is no si&nific!nt rel!tionship between occup!tion !nd 5oc!tion(
.)T<here is si&nific!nt rel!tionship between occup!tion !nd loc!tion(
D7>;77 98 F;77H96
<he de&ree of freedo3 T (r-)) : (c-))
T (+-)) : (1-))
T 0 : + T 12
C1?<F?147H V1?F7 L 130(%2
T1I?7 V1?F7
$or )E de&ree of freedo3 U 1V si&nific!nt level T 210*2#
C1?<F?147H V1?F7 &130(%2' M T1I?7 G1?F7 &210*2#' INFERENCE
.ere the c!lcul!ted 8!lue is less th!n t!ble v!lue( "o our null hypothesis (.*) is !ccepted( <herefore% there is no si&nific!nt rel!tionship between occup!tion !nd
loc!tion of the store(
RF2 T7,4
S145,81<4592 52 <?94C52> H7E1;46724 14 B5> B1N11;
S0N9P1;45<F?1;,N90 98 R7,E92H724,
1 2es +F
2 'o F1
H3E94C7,5," 3
.*T <he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r(
.)T <he respondents !re not s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r(
2 1 L 83O 22 L 3(O V L 23
FORMULA"
2 21 P 22
QG L R 1
21 R 22
2 P $# P #%
QG L R 1
111
QG L %$08(
2 21 P 22 &2 21 P 22 / 21 / 22'
S
2
G L
&21 R 22' 2 &21 R 22 / 1'
2 P $# P #% & 2 P $# P #% / $# / #%'
S
2
G L
&$# R #%' 2 &$# R #% / 1'
%+8* &%8#+'
L
2$$2*
3%*+##2*
L
2$$2*
S
2
G L 1$3(02*
SG L 3(0+
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
F
V)Q
ZL
S
G
23 / %$08(
L ) *08$*
3(0+
N L *08$*
TC7 41I?7 G1?F7 5, I752> 89F2H 1, 10+#
TC7 <1?<F?147H G1?F7 5, *08$*
INFERENCE
"ince the c!lcul!ted v!lue is lesser th!n the t!ble v!lue% we !ccept the null hypothesis !nd re4ect the !ltern!te hypothesis( <herefore the respondents !re
s!tisfied with clothin& dep!rt3ent in Bi& B!-!!r(
DISCUSSION AND FINDINGS
"iv!d!s !nd B!=er-Prewitt (E***) s!id Mthere is !n incre!sin& reco&nition th!t the ulti3!te ob4ective of custo3er s!tisf!ction 3e!sure3ent should be custo3er
loy!ltyG( $ornell ()JJE) s!id Mhi&h custo3er s!tisf!ction will result in incre!sed loy!lty for the fir3 !nd th!t custo3ers will be less prone to overtures fro3
co3petitionG( <his view w!s !lso sh!red by Anton ()JJF) who s!id th!t Ms!tisf!ction is positively !ssoci!ted with repurch!se intentions% li=elihood of
reco33endin& ! product or service% loy!lty !nd profit!bilityG( 5oy!l custo3ers would purch!se fro3 the fir3 over !n e:tended ti3e (9v!ns !nd Ber3!n%)JJI)(
#uiltin!n% P!ul !nd M!dden ()JJI) s!id th!t s!tisfied custo3ers !re 3ore li=ely to be repe!t (!nd even beco3e loy!l) custo3ers( <he rese!rch p!per reve!ls
th!t they !re not hi&hly s!tisfied with the services provided by Bi& b!-!!r% so there si ! @uestion of loy!lty with the custo3ers( <he chi s@u!re reve!ls th!t there
is no si&nific!nt re!ltion with the occup!tion !nd the loc!tion of Bi& B!-!!r(
"iv!d!s !nd B!=er-Prewitt (E***)B M"!tisf!ction !lso influences the li=elihood of reco33endin& ! dep!rt3ent!l store !s well !s repurch!se but h!s no direct
i3p!ct on loy!lty( <hus s!tisf!ction in itself will not tr!nsl!te into loy!lty( .owever% s!tisf!ction will foster loy!lty to the e:tent th!t it is ! prere@uisite for
3!int!inin& ! f!vor!ble rel!tive !ttitude !nd for reco33endin& !nd repurch!sin& fro3 the store( Once custo3ers reco33end ! dep!rt3ent store it fosters
both rep!tron!&e !nd loy!lty tow!rds th!t store( <hus the =ey to &ener!tin& loy!lty is to &et custo3ers to reco33end ! store to others( Also% custo3ers !re
li=ely to reco33end ! dep!rt3ent store when they !re s!tisfied with th!t store !nd when they h!ve ! f!vor!ble rel!tive !ttitude tow!rds th!t storeG( <he
s!tisf!ctions of custo3ers !re reve!led in the p!r=in&% loc!tion !nd 3erch!ndisin& of Bi& B!-!!r(
9v!ns !nd Ber3!n ()JJI)B M,o3p!nies with s!tisfied custo3ers h!ve ! &ood opportunity to convert the3 into loy!l custo3ers / who purch!ses fro3 those
fir3s over !n e:tended periodG( <he eerience with Bi& B!-!!r see3s to be 3oder!tely s!tisfied% so Bi& b!-!!r need to t!=e 3e!sures to ret!in the e:istin&
custo3ers( ,l!r=e (E**)) s!id% M! business th!t focuses e:clusively on custo3er s!tisf!ction runs the ris= of beco3in& !n undifferenti!ted br!nd whose
custo3ers believe only th!t it 3eets the 3ini3u3 perfor3!nce criteri! for the c!te&ory( 5on&-ter3 custo3er retention in co3petitive 3!r=ets re@uires the
supplier to &o beyond 3ere b!sic s!tisf!ction !nd to loo= for w!ys of est!blishin& ties of loy!lty th!t will help w!rd off co3petitor !tt!c=G( Most of the
custo3ers !re 3uch s!tisfied with the clothin& br!nd with Bi& B!-!!r( <he percent!&e !n!lysis !nd ,hi s@u!re prove the s!3e(
"iv!d!s !nd B!=er-Prewitt (E***) !lso s!id th!t it is not 3erely enou&h to s!tisfy ! custo3er( Accordin& to Reichheld ()JJF)% F1 to H1 percent of custo3ers who
defect to co3petitors6 br!nds s!y they were either s!tisfied or very s!tisfied with the product or service they left( <herefore% in order to ensure th!t custo3ers
do not defect% Bowen !nd ,hen !re correct to s!y th!t custo3ers 3ust to be e:tre3ely s!tisfied( As f!r !s or&!ni-!tions !re concerned% they w!nt their
custo3ers to be loy!l to the3 !nd custo3er s!tisf!ction does not &u!r!ntee this( Accordin& to "torb!c=! !nd 5entinen (E**))% custo3er s!tisf!ction is not
necess!rily ! &u!r!ntee of loy!lty( <hey s!id th!t in cert!in industries up to I1V of custo3ers who switch providers s!y th!t they were Cs!tisfied6 or even Cvery
s!tisfied6 with the previous provider(
,usto3ers 3!y ch!n&e providers bec!use of price% or bec!use the co3petitor is offerin& new opportunities% or si3ply bec!use they w!nt so3e v!ri!tion
("torb!c=! !nd 5entinen% E**))( ,l!r=e (E**)) s!id th!t custo3er s!tisf!ction is re!lly no 3ore th!n the price of entry to ! c!te&ory( $or s!tisf!ction to be
effective% it 3ust be !ble to cre!te loy!lty !3on&st custo3ers( Re&!rdin& the offers !nd discounts provided% the custo3ers of Bi& B!-!!r !re so3ewh!t
s!tisfied(<he !bove rese!rch study reve!ls th!t the c!tch3ent !re! possibility is not possible !t this 3o3ent unless Bi& B!-!!r i3prove the custo3er s!tisf!ction
with respect to v!rious f!ctors such !s ,usto3er service% %pricin&%f!vour!ble !nd &ood eerience which enh!nce custo3er loy!lty etc(
CONCLUSION
<he rese!rches study ! cle!r ide! to underst!nd the c!tch3ent !re! of 8!d!p!l!ni br!nch( ,usto3er s!tisf!ction is secret code for the success in business%
<herefore in this study the rese!rcher !n!ly-es s!tisf!ction level of e!ch dep!rt3ent( ,usto3er e:ecutives should be &iven the product =nowled&e to &ive the
better service to custo3ers( Mobiles dep!rt3ent in Bi& B!-!!r should be i3proved to &et the s!tisf!ction of custo3ers( 5ive de3onstr!tion !nd better
service c!n be &iven to custo3ers( #reen B!&s c!n be introduced in Bi& B!-!!r !s their corpor!te soci!l responsibility tow!rds the society( B!sed on the views
!nd rese!rch done by nu3erous rese!rchers !nd !c!de3ici!ns% it c!n be concluded th!t custo3er s!tisf!ction is very i3port!nt( <hus% thou&h custo3er
s!tisf!ction does not &u!r!ntee repurch!se on the p!rt of the custo3ers but still it pl!ys ! very i3port!nt p!rt in ensurin& custo3er loy!lty !nd retention( <his
point h!s been echoed by #erpott et !l( (E**)) when they s!id Mcusto3er s!tisf!ction is ! direct deter3inin& f!ctor in custo3er loy!lty% which% in turn% is !
centr!l deter3in!nt of custo3er retentionG( <herefore% or&!ni-!tions should !lw!ys strive to ensure th!t their custo3ers !re very s!tisfied(
REFERENCES
)( Anton% J(% )JJF% ,usto3er Rel!tionship M!n!&e3entB M!=in& .!rd Decisions with "oft 'u3bers% 7pper "!ddle River% Prentice-.!ll(
E( Be!rden% ?illi!3 O( !nd Jess 9( <eel )JH0( K"elected Deter3in!nts of ,onsu3er "!tisf!ction !nd ,o3pl!int Reports(K Journ!l of M!r=etin& Rese!rch E*
($ebru!ry)B E)-EH(
0( Bolton% Ruth '( !nd J!3es .( Drew( )JJ)( KA Multist!&e Model of ,usto3ersN Assess3ents of "ervice Su!lity !nd 8!lue(K Journ!l of ,onsu3er Rese!rch )I
(M!rch)B 0I1-0H+(
+( Bowen% J( <( ; ,hen% "( 5(% M!y E**)% <he Rel!tionship Between ,usto3er 5oy!lty !nd ,usto3er "!tisf!ction% ntern!tion!l Journ!l of ,onte3por!ry
.ospit!lity M!n!&e3ent% pp( E)0-E)I(
1( ,!dotte% 9rnest R(% Robert B( ?oodruff% !nd Ro&er 5( Jen=ins( )JHI( K9ect!tions !nd 'or3s in Models of ,onsu3er "!tisf!ction(K Journ!l of M!r=etin&
Rese!rch E+ (Au&ust)B 0*1-0)+(
F( ,!rdo-o% Rich!rd '( )JF1( KAn 9eri3ent!l "tudy of ,onsu3er 9ffort% 9ect!tion !nd "!tisf!ction(K Journ!l of M!r=etin& Rese!rch E (Au&ust)B E++-E+J(
I( ,hurchill% #ilbert A(% Jr( )JIJ( KA P!r!di&3 for Developin& Better Me!sures of M!r=etin& ,onstructs(K Journ!l of M!r=etin& Rese!rch )F ($ebru!ry)B F+-I0(
H( ,l!r=% M(% )JJI% Modellin& the 3p!ct of ,usto3er-93ployee Rel!tionships on ,usto3er Retention R!tes in ! M!4or 7> Ret!il B!n=% M!n!&e3ent
Decisions% 01 (+)% pp( EJ0-0*)(
J( ,l!r=e% >(% E**)% ?h!t Price on 5oy!lty ?hen ! Br!nd "witch is Just ! ,lic= Aw!yW% Su!lit!tive M!r=et Rese!rchB An ntern!tion!l Journ!l% + (0)% pp( )F*-
)FH(
)*( ,ote% Joseph A( !nd M( Ron!ld Buc=ley( )JHH( KMe!sure3ent 9rror !nd <heory <estin& in ,onsu3er Rese!rchB An llustr!tion of the 3port!nce of
,onstruct 8!lid!tion(K Journ!l of ,onsu3er Rese!rch )+ (M!rch)B 1IJ-1HE(
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I
))( ,o:% 9li P( )JH*( K<he Opti3!l 'u3ber of Response Altern!tives for ! "c!leB A Review(K Journ!l of M!r=etin& Rese!rch( EI ('ove3ber)B +*I-+EE(
)E( ,ronin% J( Joseph% Jr( !nd "teven A( <!ylor( )JJE( KMe!surin& "ervice Su!lityB A Ree:!3in!tion !nd 9:tension(K Journ!l of M!r=etin& 1F (July)B 11-FH(
)0( D!y% R!lph 5( )JH+( KModelin& ,hoices A3on& Altern!tive Responses to Diss!tisf!ction(K Adv!nces in ,onsu3er Rese!rch ))( 9d( ?illi!3 D( Perre!ult(
Atl!nt!% #AB Associ!tion for ,onsu3er Rese!rch% +JF-+JJ(
)+( 9v!ns% J( R( ; 5inds!y% ?( M(% )JJF% <he M!n!&e3ent !nd ,ontrol of Su!lity( 0
rd
ed(% "t( P!ul% ?est Publishin& ,o3p!ny( $ornell% ,(% )JJE% A '!tion!l
,usto3er "!tisf!ction B!ro3eterB the "wedish 9erience% Journ!l of M!r=etin&% 8ol( 1F% pp( )-)H(
)1( $ornell% ,l!es( )JJE( KA '!tion!l ,usto3er "!tisf!ction B!ro3eterB <he "wedish 9erience(K Journ!l of M!r=etin& 1F (J!nu!ry)B F-E)(
)F( #!rdi!l% "!r!h $isher% D( "cott ,le3ons% Robert B( ?oodruff% D!vid ?( "chu3!nn% !nd M!ry J!ne Burns( )JJ+( K,o3p!rin& ,onsu3ersN Rec!ll of
Prepurch!se !nd Postpurch!se Product 9v!lu!tion 9eriences(K Journ!l of ,onsu3er Rese!rch E* (M!rch)B 1+H-1F*(
)I( #uiltin!n% J( P(% P!ul% #( ?( ; M!dden% <( J(% )JJI% M!r=etin& M!n!&e3entB "tr!te&ies !nd Pro&r!3s( Fth ed(% 'ew 2or=% Mc#r!w-.ill(
)H( .!lste!d Di!ne% D!vid .!rt3!n% !nd "!ndr! 5( "ch3idt( )JJ+( KMultisource 9ffects on the "!tisf!ction $or3!tion Process(K Journ!l of the Ac!de3y of
M!r=etin& "cience EE ("prin&)B ))+-)EJ(
)J( .!nse3!r=% O( ,( ; Albinson% M(% E**+% ,usto3er "!tisf!ction !nd RetentionB <he 9eriences of ndividu!l 93ployees% M!n!&in& "ervice Su!lity% )+ ())%
pp( +*- 1I
E*( .ow!rd% John A( !nd J('( "heth( )JFJ( <he <heory of Buyer Beh!vior( 'ew 2or=B John ?iley !nd "ons(
E)( M!ddo:% R( 'eil( )JH)( K<wo-$!ctor <heory !nd ,onsu3er "!tisf!ctionB Replic!tion !nd 9:tension(K Journ!l of ,onsu3er Rese!rch H (June)B JI-)*E(
EE( M!no% .!i3 !nd Rich!rd 5( Oliver( )JJ0( KAssessin& the Di3ension!lity !nd "tructure of the ,onsu3ption 9erienceB 9v!lu!tion% $eelin&% !nd
"!tisf!ction(K Journ!l of ,onsu3er Rese!rch E* (Dece3ber)B +1)-+FF(
E0( M!rsh% .erbert ? !nd Ale:!nder "eeshin& 2eun&( )JJJ( K<he 5!bility of Psycholo&ic!l R!tin&sB <he ,h!3eleon 9ffect in #lob!l "elf-9stee3(K Person!lity
!nd "oci!l Psycholo&y Bulletin E1 ())B +J-F+(
E+( Mitt!l% 8i=!s% P!n=!4 >u3!r% !nd Mich!el <siros( )JJJ( KAttribute-5evel Perfor3!nce% "!tisf!ction% !nd Beh!vior!l ntentions over <i3eB A ,onsu3ption-
"yste3 Appro!ch(K Journ!l of M!r=etin& F0 (April)B HH-)*)(
E1( Mowen% John ,( !nd Mich!el Minor( )JJH( ,onsu3er Beh!vior 1th edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
EF( Oliver% Rich!rd 5( )JH*( KA ,o&nitive Model of the Antecedents !nd ,onse@uences of "!tisf!ction Decisions(K Journ!l of M!r=etin& Rese!rch )I
("epte3ber)B +F*-+FJ(
EI( Peterson% Robert A( !nd ?illi!3 R( ?ilson( )JJE( KMe!surin& ,usto3er "!tisf!ctionB $!ct !nd Artif!ct(K Journ!l of the Ac!de3y of M!r=etin& "cience E*
(?inter)B F)-I)(
EH( Richins% M!rsh! )JJI( KMe!surin& 93otions in the ,onsu3ption 9erience(K Journ!l of ,onsu3er Rese!rch E+ ("epte3ber)% )EI-)+F(
EJ( "chiff3!n% 5eon #( !nd 5eslie 5!-!r >!nu=( E***( ,onsu3er Beh!vior Ith edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
0*( "iv!d!ss% 9( ; B!=er-Prewitt% J( 5(% E***% An 9:!3in!tion of the Rel!tionship Between "ervice Su!lity% ,usto3er "!tisf!ction% !nd "tore 5oy!lty%
ntern!tion!l Journ!l of Ret!il ; Distribution M!n!&e3ent% EH (E)% pp( I0-HE(
0)( "3ith% A3y >(% Ruth '( Bolton% !nd J!net ?!&ner( )JJJ( KA Model of ,usto3er "!tisf!ction with "ervice 9ncounters nvolvin& $!ilure !nd Recovery(K
Journ!l of M!r=etin& Rese!rch 0F (Au&ust)B 01F-0IE(
0E( "olo3on% Mich!el R( )JJJ( ,onsu3er Beh!vior +th edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
00( "pren&% Rich!rd A(% "cott B( M!c>en-ie% !nd Rich!rd ?( Olsh!vs=y( )JJF( KA Ree:!3in!tion of the Deter3in!nts of ,onsu3er "!tisf!ction(K Journ!l of
M!r=etin& F* (July)B )1-0E(
0+( <!:% "tephen "(% "tephen ?( Brown% !nd Mur!li ,h!ndr!she=!r!n )JJH( K,usto3er 9v!lu!tions of "ervice ,o3pl!int 9eriencesB 3plic!tions for
Rel!tionship M!r=etin&(K Journ!l of M!r=etin& FE (April)% F*-IF(
01( ?oodruff% Robert B(% 9rnest R( ,!dotte% !nd Ro&er 5( Jen=ins( )JH0( KModelin& ,onsu3er "!tisf!ction Processes 7sin& 9erience-B!sed 'or3s(K Journ!l of
M!r=etin& Rese!rch E* (Au&ust)B EJF-0*+(
0F( 2i% 2ou4!e( )JJ*( KA ,ritic!l Review of ,onsu3er "!tisf!ction(K in Review of M!r=etin&( 9d( 8!l!rie A( Leith!3l( ,hic!&oB A3eric!n M!r=etin& Associ!tion%
FH-)E0(
0I( L!4onc% Robert B( )JH*( K$eelin& !nd <hin=in&B Preferences 'eed 'o nferences(K A3eric!n Psycholo&ist 01 ($ebru!ry)B )1)-)I1(
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The importance of customers has been highlighted by many researchers and academicians. Zairi (2000) said "Customers are the purpose of what we do and rather than them depending on us, we very much depend on them. The customer is not the source of a problem, we shouldn't perhaps make a wish that customers 'should go away' because our future and our security will be put in jeopardy". That is the main reason why organizations today are focusing on customer satisfaction, loyalty and retention.
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CONTENTS CONTENTS CONTENTS CONTENTS
Sr.
No.
TITLE & NAME OF THE AUTHOR (S)
Page
No.
1(
A DESCRIPTIVE STUDY ON CATCHMENT AREA ANALYSIS AND CUSTOMER SATISFACTION TOWARDS BIG BAZAAR WITH SPECIAL REFERENCE TO
VADAPALANI BRANCH, CHENNAI
DR. VIMALA SANJEEVKUMAR, DR. SRI RAMACHANDRAN, PAVAN KUMAR .U & S. DHANALAKSHMI
1
2(
THE EFFECT OF MARKET ATTITUDE ON INNOVATIONAND NEW PRODUCT PERFORMANCE
FAKHRADDINMAROOFI
8
3(
THE APPRAISAL OF THE EFFECT OF STAFFS ENTREPRENEURIAL SPIRIT ON THE !UALITY DEVELOPMENT OF HUMAN CAPITAL" A CASE STUDY OF SHAHID
HASHEMI NEJAD GAS REFINING COMPANY
MOHAMMAD MOSAVI, MOHAMMAD LASHKARY, MOHAMMAD MEHDI GHOMIAN & JAVAD HASANZADEH
1#
$(
RELATING CORPORATE GOVERNANCE WITH MARKET VALUATION AND ORGANIZATIONAL PERFORMANCE" AN EMPIRICAL STUDY ON KSE PAKISTAN
SUMAIRA ASLAM., MADIHA LATIF., DR. MUHAMMAD ABDUL MAJID MAKKI & HASSAN MUJTABA NAWAZ SALEEM
22
%(
HUMAN RESOURCE PLANNING &HRP'" INSIGHTS FROM THE COMMERCIAL BANK OF CEYLON &CBC'
MAKSUDA HOSSAIN, ABU MD. ABDULLAH & AFSANA PERVINE
28
#(
MANAGEMENT, LABOUR PROCESS AND WORKERS OWN CONSTRUCTION OF SOCIAL RELATIONS OF PRODUCTION IN AN OIL REFINERY, NIGERIA
DR. OLUSEGUN OLADEINDE
3$
((
PATH)GOAL THEORY OF LEADERSHIP STYLE IN THE STRUCTURAL FORM OF SELF HELP GROUP
DR. C. SATAPATHY & SABITA MISHRA
38
8(
THE STUDY OF FINANCIAL PERFORMANCE OF NATIONALIZED BANKS DURING 2**#)2*1*
YOGESH PURI & DR. SHAMBHU KUMAR
$2
+(
AN EMPIRICAL STUDY ON THE BEHAVIOUR OF RURAL CONSUMERS TOWARDS FMCG,
JYOTI PRADHAN & DR. DEVI PRASAD MISRA
%2
1*(
PROBLEMS & PROSPECTS OF AGRICULTURE E-PORTS IN THE EMERGING SCENARIO
DR. M. L. GUPTA & DR. REKHA GARG
%+
11(
PROBLEMS AND PROSPECTS OF WOMEN ENTREPRENEURSHIP IN INDIA ) AN INVESTIGATIVE STUDY IN CHITTOOR DISTRICT OF ANDHRA PRADESH
DR. C. VISWANATHA REDDY
#2
12(
CAPITAL STRUCTURE ANALYSIS" AN INTER AND INTRA)INDUSTRY STUDY
DR. HAMENDRA KUMAR PORWAL & RABMEET KAUR
(1
13(
MANAGERIAL USES OF HUMAN RESOURCE ACCOUNTING" A SURVEY
REETA & UPASNA JOSHI
((
1$(
BORDER TRADE VIS).)VIS INDIAS LOOK EAST POLICY" A CASE STUDY OF MANIPUR
DR. N. TEJMANI SINGH & P. CHINGLEN SINGH
8*
1%(
NEW RURAL MARKETING STRATEGIES OF FMCG COMPANIES IN INDIA" A STUDY OF SELECTED RURAL MARKETS OF PUNJAB AND MADHYA PRADESH
JAGDEEP SINGH ARORA & POONAM ARORA
8%
1#(
A STUDY AND ANALYSIS OF FINANCIAL INCLUSION IN INDIA
DIGANTA KR. MUDOI
+1
1((
AWARENESS TOWARDS VARIOUS ASPECTS OF INSURANCE" AN EMPIRICAL STUDY IN THE STATE OF RAJASTHAN
DR. DHIRAJ JAIN
+%
18(
IMPACT OF MERGERS & AC!UISITIONS ON THE PERFORMANCE OF COMPANIES
GOVIND M. DHINAIYA
1*2
1+(
FOREIGN DIRECT INVESTMENT" IMPORTANCE, GROWTH & EMPLOYMENT OPPORTUNITIES IN INDIA
KIRTIKUMAR L. EKHANDE
1*(
2*(
AN INVESTIGATION ON BRAND PREFERENCE AMONG SPORT SHOE CONSUMERS" A CROSS SECTIONAL INVESTIGATION
DR. GAJANANA PRABHU B
11*
21(
FACTORS AFFECTING BEHAVIOR OF INDIAN STOCK MARKET
KUMAR SAURABH
11#
22(
CORPORATE GREENING" A STUDY OF RESPONSIVENESS OF FIRMS IN THE CONTE-T OF INDIAN HOTEL INDUSTRY
DR. ROOPA T.N. & NISHA RAJAN
122
23(
LEVEL OF CUSTOMER SATISFACTION ) A STUDY WITH REFERENCE TO INDIAN BANK, MAYILADUTHURAI BRANCH
DR. S.MAYILVAGANAN & G. KARTHIKEYAN
128
2$(
CUSTOMER GAP ANALYSIS IN ORGANISED RETAILING / AN EMPIRICAL STUDY
MOHMED IRFAN, DR. AMULYA. M & EVERIL JACKLIN FERNANDES
133
2%(
PERFORMANCE OF SHG, CREDIT LINKAGE PROGRAMMES" A COMPARATIVE ANALYSIS
DR. S. VENKATESH & GOVINDARAJU, M.S.
138
2#(
MUTUAL FUND PERFORMANCE" AN ANALYSIS OF INDE- FUNDS
SHIVANI INDER & DR. SHIKHA VOHRA
1$3
2((
BUYING BEHAVIOUR AND PERCEPTION OF RETAIL INVESTORS TOWARDS MUTUAL FUND SCHEMES
DIMPLE & RITU
1$(
28(
THE IMPACT OF PERSON)ORGANIZATION VALUE CONGRUENCE ON ORGANIZATIONAL COMMITMENT IN A PUBLIC SECTOR ORGANIZATION
PRACHI AGARWAL & PRIYANKA SAGAR
1%1
2+(
CARBON CREDITS ACCOUNTING REFLE-ION IN THE BALANCE SHEET / AN ACCOUNTANTS PERSPECTIVE
DR. P HANUMANTHA RAO & DR. B. VENKATA RAO
1%(
3*(
A LEGAL PERSPECTIVE OF BANK GUARANTEE SYSTEM IN INDIA
MOHD YASIN WANI & RAIS AHMAD QAZI
1#1
RE!UEST FOR FEEDBACK
1#%
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CHIEF PATRON CHIEF PATRON CHIEF PATRON CHIEF PATRON
PROF0 K0 K0 AGGARWAL
,h!ncellor% 5in&!y!6s 7niversity% Delhi
$ounder 8ice-,h!ncellor% #uru #obind "in&h ndr!pr!sth! 7niversity% Delhi
9
Pro 8ice-,h!ncellor% #uru J!3bheshw!r 7niversity% .is!r FOUNDER FOUNDER FOUNDER FOUNDER PATRON PATRON PATRON PATRON
LATE SH0 RAM BHAJAN AGGARWAL
$or3er "t!te Minister for .o3e ; <ouris3% #overn3ent of .!ry!n!
$or3er 8ice-President% D!dri 9duc!tion "ociety% ,h!r=hi D!dri
$or3er President% ,hin!r "ynte: 5td( (<e:tile Mills)% Bhiw!ni
CO CO CO CO- -- -ORDINATOR ORDINATOR ORDINATOR ORDINATOR
DR0 SAMBHAV GARG
$!culty% M( M( nstitute of M!n!&e3ent% M!h!rishiM!r=!ndeshw!r7niversity% Mull!n!% A3b!l!% .!ry!n!
ADVISORS ADVISORS ADVISORS ADVISORS
DR0 PRIYA RANJAN TRIVEDI
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PROF0 M0 S0 SENAM RAJU
Director A( ,( D(% "chool of M!n!&e3ent "tudies% (#('(O(7(% 'ew Delhi
PROF0 M0 N0 SHARMA
,h!ir3!n% M(B(A(% .!ry!n!,olle&e of <echnolo&y ; M!n!&e3ent% >!ith!l
PROF0 S0 L0 MAHANDRU
Princip!l (Retd()% M!h!r!4!A&r!sen,olle&e% J!&!dhri
EDITOR EDITOR EDITOR EDITOR
PROF0 R0 K0 SHARMA
Professor% Bh!rti 8idy!peeth 7niversity nstitute of M!n!&e3ent ; Rese!rch% 'ew Delhi
CO CO CO CO- -- -EDITOR EDITOR EDITOR EDITOR
DR0 BHAVET
$!culty% M( M( nstitute of M!n!&e3ent% M!h!rishiM!r=!ndeshw!r7niversity% Mull!n!% A3b!l!% .!ry!n!
EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD EDITORIAL ADVISORY BOARD
DR0 RAJESH MODI
$!culty% 2!nbundustri!l,olle&e% >in&do3 of "!udi Ar!bi!
PROF0 SANJIV MITTAL
7niversity"chool of M!n!&e3ent "tudies% #uru #obind "in&h ( P( 7niversity% Delhi
PROF0 ANIL K0 SAINI
,h!irperson (,R,)% #uru #obind "in&h ( P( 7niversity% Delhi
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DR0 SAMBHAVNA
$!culty% ((<(M(% Delhi
DR0 MOHENDER KUMAR GUPTA
Associ!te Professor% P(J(5('(#overn3ent,olle&e% $!rid!b!d
DR0 SHIVAKUMAR DEENE
Asst( Professor% Dept( of ,o33erce% "chool of Business "tudies% ,entr!l 7niversity of >!rn!t!=!% #ulb!r&!
MOHITA
$!culty% 2!3un! nstitute of 9n&ineerin& ; <echnolo&y% 8ill!&e #!dholi% P( O( #!dhol!% 2!3un!n!&!r
ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS ASSOCIATE EDITORS
PROF0 NAWAB ALI KHAN
Dep!rt3ent of ,o33erce% Ali&!rh Musli3 7niversity% Ali&!rh% 7(P(
PROF0 ABHAY BANSAL
.e!d% Dep!rt3ent of nfor3!tion <echnolo&y% A3ity "chool of 9n&ineerin& ; <echnolo&y% A3ity
7niversity% 'oid!
PROF0 V0 SELVAM
""5% 8< 7niversity% 8ellore
PROF0 N0 SUNDARAM
8<7niversity% 8ellore
DR0 PARDEEP AHLAWAT
Associ!te Professor% nstitute of M!n!&e3ent "tudies ; Rese!rch% M!h!rshiD!y!n!nd7niversity% Roht!=
DR0 S0 TABASSUM SULTANA
Associ!te Professor% Dep!rt3ent of Business M!n!&e3ent% M!trusri nstitute of P(#( "tudies% .yder!b!d
TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR TECHNICAL ADVISOR
AMITA
$!culty% #overn3ent M( "(% Moh!li
MOHITA
$!culty% 2!3un! nstitute of 9n&ineerin& ; <echnolo&y% 8ill!&e #!dholi% P( O( #!dhol!% 2!3un!n!&!r
FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS FINANCIAL ADVISORS
DICKIN GOYAL
Advoc!te ; <!: Adviser% P!nch=ul!
NEENA
nvest3ent ,onsult!nt% ,h!3b!&h!t% "ol!n% .i3!ch!l Pr!desh
LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS LEGAL ADVISORS
JITENDER S0 CHAHAL
Advoc!te% Pun4!b ; .!ry!n! .i&h ,ourt% ,h!ndi&!rh 7(<(
CHANDER BHUSHAN SHARMA
Advoc!te ; ,onsult!nt% District ,ourts% 2!3un!n!&!r !t J!&!dhri
SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT SUPERINTENDENT
SURENDER KUMAR POONIA
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
v
CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS CALL FOR MANUSCRIPTS
?e invite unpublished novel% ori&in!l% e3piric!l !nd hi&h @u!lity rese!rch wor= pert!inin& to recent develop3ents ; pr!ctices in the !re! of
,o3puter% Business% $in!nce% M!r=etin&% .u3!n Resource M!n!&e3ent% #ener!l M!n!&e3ent% B!n=in&% nsur!nce% ,orpor!te #overn!nce
!nd e3er&in& p!r!di&3s in !llied sub4ects li=e Accountin& 9duc!tionA Accountin& nfor3!tion "yste3sA Accountin& <heory ; Pr!cticeA Auditin&A
Beh!vior!l Accountin&A Beh!vior!l 9cono3icsA ,orpor!te $in!nceA ,ost Accountin&A 9cono3etricsA 9cono3ic Develop3entA 9cono3ic .istoryA
$in!nci!l nstitutions ; M!r=etsA $in!nci!l "ervicesA $isc!l PolicyA #overn3ent ; 'on Profit Accountin&A ndustri!l Or&!ni-!tionA ntern!tion!l
9cono3ics ; <r!deA ntern!tion!l $in!nceA M!cro 9cono3icsA Micro 9cono3icsA Monet!ry PolicyA Portfolio ; "ecurity An!lysisA Public Policy
9cono3icsA Re!l 9st!teA Re&ion!l 9cono3icsA <!: Accountin&A Advertisin& ; Pro3otion M!n!&e3entA Business 9duc!tionA M!n!&e3ent
nfor3!tion "yste3s (M")A Business 5!w% Public Responsibility ; 9thicsA ,o33unic!tionA Direct M!r=etin&A 9-,o33erceA #lob!l BusinessA
.e!lth ,!re Ad3inistr!tionA 5!bor Rel!tions ; .u3!n Resource M!n!&e3entA M!r=etin& Rese!rchA M!r=etin& <heory ; Applic!tionsA 'on-
Profit Or&!ni-!tionsA Office Ad3inistr!tion/M!n!&e3entA Oper!tions Rese!rch/"t!tisticsA Or&!ni-!tion!l Beh!vior ; <heoryA Or&!ni-!tion!l
Develop3entA Production/Oper!tionsA Public Ad3inistr!tionA Purch!sin&/M!teri!ls M!n!&e3entA Ret!ilin&A "!les/"ellin&A "ervicesA "3!ll
Business 9ntrepreneurshipA "tr!te&ic M!n!&e3ent PolicyA <echnolo&y/nnov!tionA <ouris3% .ospit!lity ; 5eisureA <r!nsport!tion/Physic!l
DistributionA Al&orith3sA Artifici!l ntelli&enceA ,o3pilers ; <r!nsl!tionA ,o3puter Aided Desi&n (,AD)A ,o3puter Aided M!nuf!cturin&A
,o3puter #r!phicsA ,o3puter Or&!ni-!tion ; ArchitectureA D!t!b!se "tructures ; "yste3sA Di&it!l 5o&icA Discrete "tructuresA nternetA
M!n!&e3ent nfor3!tion "yste3sA Modelin& ; "i3ul!tionA Multi3edi!A 'eur!l "yste3s/'eur!l 'etwor=sA 'u3eric!l An!lysis/"cientific
,o3putin&A Ob4ect Oriented Pro&r!33in&A Oper!tin& "yste3sA Pro&r!33in& 5!n&u!&esA RoboticsA "y3bolic ; $or3!l 5o&ic !nd ?eb Desi&n(
<he !bove 3entioned tr!c=s !re only indic!tive% !nd not e:h!ustive(
Anybody c!n sub3it the soft copy of his/her 3!nuscript 1234567 in M("( ?ord for3!t !fter prep!rin& the s!3e !s per our sub3ission
&uidelines duly !v!il!ble on our website under the he!din& &uidelines for sub3ission% !t the e3!il !ddressB 52895:;<6=>615?0<96(
GUIDELINES FOR SUB GUIDELINES FOR SUB GUIDELINES FOR SUB GUIDELINES FOR SUBMISSION OF MANUSCRIPT MISSION OF MANUSCRIPT MISSION OF MANUSCRIPT MISSION OF MANUSCRIPT
)( COVERING LETTER FOR SUBMISSION"
DATED" @@@@@@@@@@@@@
THE EDITOR
JR,M
"ub4ectB SUBMISSION OF MANUSCRIPT IN THE AREA OF 0
&70>0 F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<,AP,3<C9?9>3AL1DAC96EF47;AITAE2>5277;52>AM14C76145<,A94C7;, E?71,7 ,E7<583'
DEAR SIRAMADAM
Ple!se find 3y sub3ission of 3!nuscript entitled CDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD6 for possible public!tion in your 4ourn!ls(
hereby !ffir3 th!t the contents of this 3!nuscript !re ori&in!l( $urther3ore% it h!s neither been published elsewhere in !ny l!n&u!&e fully or p!rtly% nor is it
under review for public!tion elsewhere(
!ffir3 th!t !ll the !uthor (s) h!ve seen !nd !&reed to the sub3itted version of the 3!nuscript !nd their inclusion of n!3e (s) !s co-!uthor (s)(
Also% if 3y/our 3!nuscript is !ccepted% /?e !&ree to co3ply with the for3!lities !s &iven on the website of the 4ourn!l ; you !re free to publish our
contribution in !ny of your 4ourn!ls(
NAME OF CORRESPONDING AUTHORB
Desi&n!tionB
Affili!tion with full !ddress% cont!ct nu3bers ; Pin ,odeB
Residenti!l !ddress with Pin ,odeB
Mobile 'u3ber (s)B
5!ndline 'u3ber (s)B
9-3!il AddressB
Altern!te 9-3!il AddressB
NOTESB
!) <he whole 3!nuscript is re@uired to be in ONE MS WORD FILE only (pdf( version is li!ble to be re4ected without !ny consider!tion)% which will st!rt fro3
the coverin& letter% inside the 3!nuscript(
b) <he sender is re@uired to 3ention the followin& in the SUBJECT COLUMN of the 3!ilB
N7D M12F,<;5E4 89; R7G57D 52 4C7 1;71 98 (F5212<7AM1;B7452>AHRMAG727;1? M121>76724AE<92965<,AP,3<C9?9>3AL1DAC96EF47;AITA
E2>5277;52>AM14C76145<,A94C7;, E?71,7 ,E7<583'
c) <here is no need to &ive !ny te:t in the body of 3!il% e:cept the c!ses where the !uthor wishes to &ive !ny specific 3ess!&e w(r(t( to the 3!nuscript(
d) <he tot!l si-e of the file cont!inin& the 3!nuscript is re@uired to be below %** KB(
e) Abstr!ct !lone will not be considered for review% !nd the !uthor is re@uired to sub3it the co3plete 3!nuscript in the first inst!nce(
f) <he 4ourn!l &ives !c=nowled&e3ent w(r(t( the receipt of every e3!il !nd in c!se of non-receipt of !c=nowled&3ent fro3 the 4ourn!l% w(r(t( the sub3ission
of 3!nuscript% within two d!ys of sub3ission% the correspondin& !uthor is re@uired to de3!nd for the s!3e by sendin& sep!r!te 3!il to the 4ourn!l(
E( MANUSCRIPT TITLE" <he title of the p!per should be in ! )E point ,!libri $ont( t should be bold typed% centered !nd fully c!pit!lised(
0( AUTHOR NAME &S' & AFFILIATIONS" <he !uthor (s) 8F?? 2167% H7,5>214592% 1885?514592 (s)% 1HH;7,,% 69I5?7A?12H?527 2F6I7;,% !nd 7615?A1?47;2147 7615?
1HH;7,, should be in it!lic ; ))-point ,!libri $ont( t 3ust be centered underne!th the title(
+( ABSTRACT" Abstr!ct should be in fully it!lici-ed te:t% not e:ceedin& E1* words( <he !bstr!ct 3ust be infor3!tive !nd e
l!in the b!c=&round% !i3s% 3ethods% results ; conclusion in ! sin&le p!r!( Abbrevi!tions 3ust be 3entioned in full(
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
vi
1( KEYWORDS" Abstr!ct 3ust be followed by ! list of =eywords% sub4ect to the 3!:i3u3 of five( <hese should be !rr!n&ed in !lph!betic order sep!r!ted by
co33!s !nd full stops !t the end(
F( MANUSCRIPT" M!nuscript 3ust be in BRITISH ENGLISH prep!red on ! st!nd!rd A+ si-e PORTRAIT SETTING PAPER( t 3ust be prep!red on ! sin&le sp!ce !nd
sin&le colu3n with )G 3!r&in set for top% botto3% left !nd ri&ht( t should be typed in H point ,!libri $ont with p!&e nu3bers !t the botto3 !nd centre of every
p!&e( t should be free fro3 &r!33!tic!l% spellin& !nd punctu!tion errors !nd 3ust be thorou&hly edited(
I( HEADINGS" All the he!din&s should be in ! )* point ,!libri $ont( <hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised( 5e!ve ! bl!n= line before e!ch
he!din&(
H( SUB)HEADINGS" All the sub-he!din&s should be in ! H point ,!libri $ont( <hese 3ust be bold-f!ced% !li&ned left !nd fully c!pit!lised(
J( MAIN TE-T" <he 3!in te:t should follow the followin& se@uenceB
INTRODUCTION
REVIEW OF LITERATURE
NEEDAIMPORTANCE OF THE STUDY
STATEMENT OF THE PROBLEM
OBJECTIVES
HYPOTHESES
RESEARCH METHODOLOGY
RESULTS & DISCUSSION
FINDINGS
RECOMMENDATIONSASUGGESTIONS
CONCLUSIONS
SCOPE FOR FURTHER RESEARCH
ACKNOWLEDGMENTS
REFERENCES
APPENDI-AANNE-URE
t should be in ! H point ,!libri $ont% sin&le sp!ced !nd 4ustified( <he 3!nuscript should prefer!bly not e:ceed 5000 WORDS(
)*( FIGURES & TABLES" <hese should be si3ple% cryst!l cle!r% centered% sep!r!tely nu3bered ;self e
l!ined% !nd 454?7, 6F,4 I7 1I9G7 4C7 41I?7A85>F;7( S9F;<7, 98 H141 ,C9F?H I7 67245927H I7?9D 4C7 41I?7A85>F;7( t should be ensured th!t the t!bles/fi&ures !re referred to fro3 the 3!in te:t(
))( E!UATIONS"<hese should be consecutively nu3bered in p!rentheses% hori-ont!lly centered with e@u!tion nu3ber pl!ced !t the ri&ht(
)E( REFERENCES" <he list of !ll references should be !lph!betic!lly !rr!n&ed( <he !uthor (s) should 3ention only the !ctu!lly utilised references in the prep!r!tion
of 3!nuscript !nd they !re supposed to follow H1;G1;H S43?7 98 R787;72<52>( <he !uthor (s) !re supposed to follow the references !s per the followin&B
• All wor=s cited in the te:t (includin& sources for t!bles !nd fi&ures) should be listed !lph!betic!lly(
• 7se (7H0) for one editor% !nd (7H0,' for 3ultiple editors(
• ?hen listin& two or 3ore wor=s by one !uthor% use --- (E*:
% such !s !fter >ohl ()JJI)% use --- (E**))% etc% in chronolo&ic!lly !scendin& order( • ndic!te (openin& !nd closin&) p!&e nu3bers for !rticles in 4ourn!ls !nd for ch!pters in boo=s(
• <he title of boo=s !nd 4ourn!ls should be in it!lics( Double @uot!tion 3!r=s !re used for titles of 4ourn!l !rticles% boo= ch!pters% dissert!tions% reports% wor=in&
p!pers% unpublished 3!teri!l% etc(
• $or titles in ! l!n&u!&e other th!n 9n&lish% provide !n 9n&lish tr!nsl!tion in p!rentheses(
• <he loc!tion of endnotes within the te:t should be indic!ted by superscript nu3bers(
PLEASE USE THE FOLLOWING FOR STYLE AND PUNCTUATION IN REFERENCES"
BOOKS
• Bowerso:% Don!ld J(% ,loss% D!vid J(% ()JJF)% K5o&istic!l M!n!&e3ent(K <!t! Mc#r!w% .ill% 'ew Delhi(
• .un=er% .(5( !nd A(J( ?ri&ht ()JF0)% K$!ctors of ndustri!l 5oc!tion in OhioK Ohio "t!te 7niversity% 'i&eri!(
CONTRIBUTIONS TO BOOKS
• "h!r3! <(% >w!tr!% #( (E**H) 9ffectiveness of "oci!l Advertisin&B A "tudy of "elected ,!3p!i&ns% ,orpor!te "oci!l Responsibility% 9dited by D!vid ,rowther ;
'ichol!s ,!p!ldi% Ash&!te Rese!rch ,o3p!nion to ,orpor!te "oci!l Responsibility% ,h!pter )1% pp EHI-0*0(
JOURNAL AND OTHER ARTICLES
• "che3enner% R(?(% .uber% J(,( !nd ,oo=% R(5( ()JHI)% K#eo&r!phic Differences !nd the 5oc!tion of 'ew M!nuf!cturin& $!cilities%K Journ!l of 7rb!n 9cono3ics%
8ol( E)% 'o( )% pp( H0-)*+(
CONFERENCE PAPERS
• #!r&% "!3bh!v (E*)))B KBusiness 9thicsK P!per presented !t the Annu!l ntern!tion!l ,onference for the All ndi! M!n!&e3ent Associ!tion% 'ew Delhi% ndi!%
)J/EE June(
UNPUBLISHED DISSERTATIONS AND THESES
• >u3!r "( (E*)))B K,usto3er 8!lueB A ,o3p!r!tive "tudy of Rur!l !nd 7rb!n ,usto3ers%K <hesis% >uru=shetr! 7niversity% >uru=shetr!(
ONLINE RESOURCES
• Alw!ys indic!te the d!te th!t the source w!s !ccessed% !s online resources !re fre@uently upd!ted or re3oved(
WEBSITES
• #!r&% Bh!vet (E*)))B <ow!rds ! 'ew '!tur!l #!s Policy% Politic!l ?ee=ly% 8iewed on J!nu!ry *)% E*)E httpB//epw(in/user/view!bstr!ct(4sp
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
)
A DESCRIPTIVE STUDY ON CATCHMENT AREA ANALYSIS AND CUSTOMER SATISFACTION TOWARDS BIG
BAZAAR WITH SPECIAL REFERENCE TO VADAPALANI BRANCH, CHENNAI
DR. VIMALA SANJEEVKUMAR
ASSOCIATE PROFESSOR – COB
SCHOOL OF MANAGEMENT
UNIVERSITI OF UTARA
SINTOK, KEDAH, MALAYSIA
DR. SRI RAMACHANDRAN
DIRECTOR - MANAGEMENT STUDIES
MAHENDRA COLLEGE OF ENGINEERING
SALEM CAMPUS
SALEM
PAVAN KUMAR .U
1!-A, TK STREET 1
ST
FLOOR
NEAR SUKRAWARPET
COIMBATORE
S. DHANALAKSHMI
LECTURER - MANAGEMENT SCIENCES
MAHENDRA COLLEGE OF ENGINEERING
SALEM CAMPUS
SALEM
ABSTRACT
Cus!"#$s% #&'#$(#)*#s u+(",#+- .##$"()# /0#0#$ !$ )! , *!"',)- s,-s () 1us()#ss. T0# ("'!$,)*# !2 *us!"#$ s,(s2,*(!) /,s , 0! 1us()#ss !'(* ()
0# 3456s, ,s *us!"#$ s,(s2,*(!) /,s *!)s(.#$#. 0# 1#s /().!/ ()! +!-,+-. I) 0# +,# 756s, 0!/#8#$, $#s#,$*0#$s 9u#s(!)#. /0#0#$ *us!"#$ s,(s2,*(!)
,*u,++- ("',*s !8#$,++ '#$2!$",)*#. T0#- 2!u). 0, 0# +(): 1#/##) *us!"#$ s,(s2,*(!) ,). 0(;0#$ '$!2(s, ROI, !$ s0,$# !2 ",$:# (s .u1(!us. T0# $#s#,$*0
','#$ (s ,1!u 0# (.#)(2(*,(!) !2 0# *us!"#$ s,(s2,*(!) ,). *,*0"#) ,$#, !2 BIG BAZAAR%s Bus()#ss () 8,.,',+,)( 1$,)*0 ,). (s s#$8(*#. T0# $#s#,$*0#$
us#. .#s*$('(8# $#s#,$*0, ,). s("'+# $,).!" s,"'+(); ! (.#)(2- 0# s,"'+#. T0# s,"'+# s(<# !2 333 /,s ()*+u.#. () 0# su.-. R#s#,$*0#$ su#. C0( s9u,$# #s
! #s 0# 0-'!0#s(s.
KEYWORDS
,usto3er s!tisf!ction% ,!tch3ent !re!% RO(
10 INTRODUCTION
he i3port!nce of custo3ers h!s been hi&hli&hted by 3!ny rese!rchers !nd !c!de3ici!ns( L!iri (E***) s!id M,usto3ers !re the purpose of wh!t we do
!nd r!ther th!n the3 dependin& on us% we very 3uch depend on the3( <he custo3er is not the source of ! proble3% we shouldn6t perh!ps 3!=e ! wish
th!t custo3ers Cshould &o !w!y6 bec!use our future !nd our security will be put in 4eop!rdyG( <h!t is the 3!in re!son why or&!ni-!tions tod!y !re
focusin& on custo3er s!tisf!ction% loy!lty !nd retention(
Accordin& to .!nse3!r= !nd Albinsson (E**+)% Ms!tisf!ction is !n over!ll custo3er !ttitude tow!rds ! service provider% or !n e3otion!l re!ction to the
difference between wh!t custo3ers !nticip!te !nd wh!t they receive% re&!rdin& the fulfill3ent of so3e need% &o!l or desireG( ,usto3er loy!lty% on the other
h!nd% !ccordin& to Anderson !nd J!cobsen (E***) Mis !ctu!lly the result of !n or&!ni-!tion cre!tin& ! benefit for ! custo3er so th!t they will 3!int!in or
incre!se their purch!ses fro3 the or&!ni-!tion( Oliver ()JJI) s!id th!t custo3er loy!lty refers to M! deeply held co33it3ent to re-buy or re-p!tronise !
preferred product or service consistently in the future despite situ!tion!l influences !nd 3!r=etin& efforts h!vin& the potenti!l to c!use switchin& beh!viorG(
<rue custo3er loy!lty is cre!ted when the custo3er beco3es !n !dvoc!te for the or&!ni-!tion% without incentiveG( Accordin& to .oyer !nd M!cnnis (E**))%
custo3er retention is Mthe pr!ctice of wor=in& to s!tisfy custo3ers with the intention of developin& lon&-ter3 rel!tionships with the3G( Lineldin (E***) s!id th!t
retention c!n be defined !s M! co33it3ent to continue to do business or e:ch!n&e with ! p!rticul!r co3p!ny on !n on&oin& b!sisG(
,!tch3ent !re! is very i3port!nt for e!ch !nd every ret!il shop( t 3e!ns to find the correct loc!tion of ! store( n hu3!n &eo&r!phy% ! c!tch3ent !re! is the
!re! !nd popul!tion fro3 which ! city or individu!l service !ttr!cts visitors or custo3ers( ,!tch3ent !re!s !re &ener!lly founded either on for3!l loc!l
&overn3ent bound!ries or else on so3e other &eo&r!phic b!sis( $or e:!3ple% ! nei&hborhood or district of ! city often h!s sever!l s3!ll convenience shops%
e!ch with ! c!tch3ent !re! of sever!l streets( "uper3!r=ets% on the other h!nd% h!ve ! 3uch lower density% with c!tch3ent !re!s of sever!l nei&hborhoods (or
sever!l vill!&es in rur!l !re!s)( <his principle% si3il!r to thecentr!l pl!ce theory% 3!=es c!tch3ent !re!s !n i3port!nt !re! of study for &eo&r!phers% econo3ists%
!nd urb!n pl!nners(
Ret!il An!lysis is !n inherently co3ple: !nd dyn!3ic issue bec!use of inter!ctions th!t occur between different ret!il centers( f !ll ret!il centers were !li=e%
offerin& e:!ctly the s!3e shops !nd services with re&!rds to price !nd @u!lity then we could !ssu3e th!t the popul!tion within the c!tch3ent would spend !ll
of its 3oney in the ne!rest centre( .owever% different centers !re not the s!3e !nd people6s 3obility 3e!ns th!t they will often tr!vel to their preferred
destin!tion inste!d of their closest one( ,h!n&es in popul!tion% !ccess !nd ret!ilin& !lso !lter rel!tive !ttr!ctiveness( An i3port!nt ele3ent of the study is
therefore to provide ! robust !ssess3ent of the current c!tch3ent !re! of the city% t!=in& into !ccount different types of ret!ilin& such !s food !nd non-food%
with the l!tter dis!&&re&!ted into bul=y !nd non-bul=y &oods(
T
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
E
20 CUSTOMER SATISFACTION
,usto3er s!tisf!ction is ! ter3 &ener!lly used to to 3e!sure ! custo3erNs perception of ! co3p!nyNs products !nd services( ,usto3er s!tisf!ction is th!t
custo3ers !re 3ost li=ely to !ppreci!te the &oods !nd services th!t they buy if they !re 3!de to feel speci!l( <his occurs when they feel th!t the &oods !nd
services th!t they buy h!ve been speci!lly produced for the3 or for people li=e the3( <his rel!tes to ! wide r!n&e of products such !s r!-ors th!t !re desi&ned
for e!se of use !nd &ood @u!lity finish% petrol products th!t !re environ3ent!lly friendly !nd custo3i-ed to 3eet the needs of p!rticul!r types of en&ines% etc(
<o underst!nd custo3ersOwh!t custo3ers !re doin& !nd wh!t they6re s!yin&Oco3p!nies need to e:!3ine the custo3ers6 inter!ctions with their products !nd
services throu&h ! different lens !nd discover where these !re f!llin& short( $ortun!tely% the M=now your custo3erG !d!&e h!s been t!=en to !n entirely new
level by e
erience !n!lytics pl!tfor3 providers( n f!ct% $orrester h!s s!id th!t !n eerience pl!tfor3 ,lic=$o: offers provides the uni@ue c!p!bility to Midentify discrep!ncies between syste3 desi&n !nd !ctu!l inter!ctions !cross 3ultiple ch!nnels to provide 3e!nin&ful insi&ht(G <r!c=in& !ctu!l custo3er beh!viors !nd
e
eriences !cross ret!il% online !nd cont!ct centers provides powerful insi&hts into the root c!use of issues li=e poor s!tisf!ction( $!st &rowin&% successful co3p!nies ret!in !nd &!in custo3er loy!lty by doin& 3ore th!n si3ply resolvin& !n e:istin& proble3(
201 CUSTOMER SATISFACTION DEFINITION
Despite e:tensive rese!rch in the ye!rs since ,!rdo-o6s ()JF1) cl!ssic !rticle% rese!rchers h!ve yet to develop ! consensu!l definition of consu3er s!tisf!ction(
Oliver ()JJI) !ddresses this definition!l issue by p!r!phr!sin& the e3otion liter!ture% notin& th!t Keveryone =nows wh!t Ps!tisf!ctionQ is until !s=ed to &ive !
definition( <hen it see3s% nobody =nowsK (p( )0)( B!sed on the perception th!t s!tisf!ction h!s been defined% 3ost rese!rch focuses on testin& 3odels of
consu3er s!tisf!ction (e(&(% M!no !nd Oliver )JJ0A Oliver )JJ0A Oliver !nd De"!rbo )JHHA "pren&% M!c>en-ie% !nd Olsh!vs=y )JJFA <se !nd ?ilton )JHH) while
definition!l consider!tions h!ve received little !ttention( As ! result% the liter!ture is replete with different conceptu!l !nd oper!tion!l definitions of consu3er
s!tisf!ction (see <!ble ))( As Peterson !nd ?ilson ()JJE) su&&est% K"tudies of custo3er s!tisf!ction !re perh!ps best ch!r!cteri-ed by their l!c= of definition!l
!nd 3ethodolo&ic!l st!nd!rdi-!tionK (p( FE)(
Most definitions h!ve f!vored the notion of consu3er s!tisf!ction !s ! response to !n ev!lu!tion process( "pecific!lly% there is !n overridin& the3e of consu3er
s!tisf!ction !s ! su33!ry concept (i(e(% ! fulfill3ent response (Oliver )JJI)A !ffective response (.!lste!d% .!rt3!n% !nd "ch3idt )JJ+)A over!ll ev!lu!tion
($ornell )JJE)A psycholo&ic!l st!te (.ow!rd !nd "heth )JFJ)A &lob!l ev!lu!tive 4ud&3ent (?estbroo= )JHI)A su33!ry !ttribute pheno3enon (Oliver )JJE)A or
ev!lu!tive response (D!y )JH+))( .owever% there is dis!&ree3ent concernin& the n!ture of this su33!ry concept( Rese!rchers portr!y consu3er s!tisf!ction !s
either ! co&nitive response (e(&(% Bolton !nd Drew )JJ)A .ow!rd !nd "heth )JFJA <se !nd ?ilton )JHH) or !n !ffective response (e(&(% ,!dotte% ?oodruff% !nd
Jen=ins )JHIA .!lste!d% .!rt3!n% !nd "ch3idt )JJ+A ?estbroo= !nd Reilly )JH0)( $urther3ore% oper!tion!l definitions 3!y include ! beh!vior!l di3ension of
s!tisf!ction (e(&(% K would reco33end the school to students interested in ! business c!reer(K (.!lste!d% .!rt3!n% !nd "ch3idt )JJ+))% !lthou&h conceptu!l
definitions !re void of ! beh!vior!l orient!tion(
<his study will focus on the concept of consu3er s!tisf!ction( As noted previously% the liter!ture h!s been l!: in distin&uishin& between consu3er s!tisf!ction%
custo3er s!tisf!ction% !nd s!tisf!ction (see ,!dotte% ?oodruff% !nd Jen=ins ()JHI) versus ,hurchill !nd "urpren!nt ()JHE) or "pren&% M!c>en-ie% !nd Olsh!vs=y
()JJF) versus "3ith% Bolton% !nd ?!&ner ()JJJ) for e:!3ples)( n other c!ses% neither consu3er nor custo3er is used to @u!lify the ter3% s!tisf!ction (e(&(%
#!rdi!l et !l( )JJ+A Mitt!l% >u3!r% !nd <siros )JJJ)( All of these studies% however% tend to be focused on the fin!l user( ,onsistent with the liter!ture% we will
define the consu3er !s the ulti3!te user of the product( Althou&h our focus is on the end user of the product% we reco&ni-e th!t% in so3e situ!tions% the end
user is !lso the purch!ser( t is evident th!t the concept of consu3er s!tisf!ction !pplies in 3!ny 3!r=etin& conte:tsB purch!se (e(&(% "w!n !nd Oliver )JH1)%
consu3ption (e(&(% ,!dotte% ?oodruff% !nd Jen=ins )JHI)% infor3!tion considered (e(&(% "pren&% M!c>en-ie% !nd Olsh!vs=y )JJF)A !nd% even business
consu3ption (Mowen !nd Minor )JJHA "chiff3!n !nd >!nu= E***A "olo3on )JJJ)( <hus% consu3er s!tisf!ction 3ust be e
licitly defined to deline!te the conte:t( n this study% consu3er s!tisf!ction pert!ins to the response of the end user who 3!y or 3!y not be the purch!ser(
202 IMPORTANCE OF CUSTOMER SATISFACTION
?hen we buy ! product or service% we e
ect it to be ri&ht( ?e don6t 4u3p up !nd down with &lee s!yin& Misn6t it wonderful% it !ctu!lly wor=edG( <h!t is wh!t we p!id our 3oney for( Add to this our world of ever e:!ctin& st!nd!rds( ?e now h!ve products !v!il!ble to us th!t would !stound our &re!t &r!ndp!rents !nd yet
we @uic=ly beco3e used to the3( <he b!r is &ettin& hi&her !nd hi&her( At the s!3e ti3e our lives !re ever 3ore co3plic!ted with hi&her stress levels( Deli&htin&
custo3ers !nd !chievin& hi&h custo3er s!tisf!ction scores in this environ3ent is ever 3ore difficult( And even if your custo3ers !re co3pletely s!tisfied with
your product or service% si&nific!nt chun=s of the3 could le!ve you !nd st!rt doin& business with your co3petition( A 3!r=et tr!der h!s ! continuous fin&er on
the pulse of custo3er s!tisf!ction( Direct cont!ct with custo3ers indic!tes wh!t he is doin& ri&ht or where he is &oin& wron&( "uch infor3!l feedb!c= is v!lu!ble
in !ny co3p!ny but h!rd to for3!lise !nd control in !nythin& 3uch l!r&er th!n ! corner shop( $or this re!son surveys !re necess!ry to 3e!sure !nd tr!c=
custo3er s!tisf!ction(
Developin& ! custo3er s!tisf!ction pro&r!33e is not 4ust !bout c!rryin& out ! survey( "urveys provide the re!din& th!t shows where !ttention is re@uired but in
3!ny respects% this is the e!sy p!rt( 8ery often% 3!4or lon& l!stin& i3prove3ents need ! fund!3ent!l tr!nsfor3!tion in the co3p!ny% prob!bly involvin&
tr!inin& of the st!ff% possibly involvin& cultur!l ch!n&e( <he result should be fin!nci!lly benefici!l with less custo3er churn% hi&her 3!r=et sh!res% pre3iu3
prices% stron&er br!nds !nd reput!tion% !nd h!ppier st!ff( .owever% there is ! price to p!y for these i3prove3ents(
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
0
FACTORS INFLUENCING CUSTOMER SATISFACTION
!F1?543 of the product Delivery 92 4567 & SE77H 98 H7?5G7;3
L72>4C of life of the product
D7,5>2 of the product
C92,5,472<3 of @u!lity
R12>7 of products
P;9<7,,5I5?543 of the product
R7EF414592 of the co3p!ny
E1,7 of doin& business
C9F;47,3 fro3 s!les st!ff
nvoice <?1;543
nvoices 92 4567
Represent!tiveNs 1G15?1I5?543 T941? <9,4 of use ;
Represent!tiveNs B29D?7H>7 V1?F7 for 3oney
R7?51I5?543 of returnin& c!lls
F;572H?527,, of the s!les st!ff M!r=et E;5<7
,o3pl!int ;7,9?F4592
R7,E92,5G727,, to en@uiries
A847; ,1?7, service
T7<C25<1? service
30 REVIEW OF LITERATURE
?hile the liter!ture cont!ins si&nific!nt differences in the definition of s!tisf!ction% !ll the definitions sh!re so3e co33on ele3ents( ?hen e:!3ined !s !
whole% three &ener!l co3ponents c!n be identifiedB )) consu3er s!tisf!ction is ! response (e3otion!l or co&nitive)A E) the response pert!ins to ! p!rticul!r focus
(e
ect!tions% product% consu3ption eerience% etc()A !nd 0) the response occurs !t ! p!rticul!r ti3e (!fter consu3ption% !fter choice% b!sed on !ccu3ul!ted e
erience% etc)( ,onsu3er responses followed ! &ener!l p!ttern si3il!r to the liter!ture( "!tisf!ction w!s co3prised of three b!sic co3ponents% ! response pert!inin& to ! p!rticul!r focus deter3ined !t ! p!rticul!r ti3e(
F"#$% "& '() R)%*"+%) - <he focus identifies the ob4ect of ! consu3er6s s!tisf!ction !nd usu!lly ent!ils co3p!rin& perfor3!nce to so3e st!nd!rd( <his st!nd!rd
c!n v!ry fro3 very specific to 3ore &ener!l st!nd!rds( <here !re often 3ultiple foci to which these v!rious st!nd!rds !re directed includin& the product%
consu3ption% purch!se decision% s!lesperson% or service( <he deter3in!tion of !n !ppropri!te focus for s!tisf!ction v!ries fro3 conte:t to conte:t( .owever%
without ! cle!r focus% !ny definition of s!tisf!ction would h!ve little 3e!nin& since interpret!tion of the construct would v!ry fro3 person to person (ch!3eleon
effects)(
T,-,+. "& '() R)%*"+%) - t is &ener!lly !ccepted th!t consu3er s!tisf!ction is ! postpurch!se pheno3enon% yet ! nu3ber of subtle differences e:ist in this
perspective( <he purch!se decision 3!y be ev!lu!ted !fter choice% but prior to the !ctu!l purch!se of the product( ,onsu3er s!tisf!ction 3!y occur prior to
choice or even in the !bsence of purch!se or choice (e(&(% diss!tisfied with out-of-town super3!r=ets% which were never p!troni-ed% bec!use they c!used ! loc!l
store to close)( t h!s even been !r&ued th!t none of the !bove ti3e fr!3es is !ppropri!te since s!tisf!ction c!n v!ry dr!3!tic!lly over ti3e !nd s!tisf!ction is
only deter3ined !t the ti3e the ev!lu!tion occurs( <he consu3er responses reinforced this v!ried ti3in& !spect of s!tisf!ction( n !ddition% the consu3ers
discussed the dur!tion of s!tisf!ction% which refers to how lon& ! p!rticul!r s!tisf!ction response l!sts(
D,%%/',%&/#',"+ - <he liter!ture h!s t!=en two !ppro!ches to conceptu!li-in& !nd oper!tion!l-in& the diss!tisf!ction construct( ,onsu3er diss!tisf!ction is
portr!yed !s the bipol!r opposite of s!tisf!ctionA or consu3er s!tisf!ction !nd diss!tisf!ction !re viewed !s two different di3ensions( "ince the liter!ture does
not provide ! cle!r conceptu!li-!tion of diss!tisf!ction% we turned to consu3er perceptions( ,onsu3ers su&&est th!t diss!tisf!ction is still co3prised of the
three co3ponents of the definition!l fr!3ewor=B !ffective responseA focusA !nd ti3in&( .owever% the consu3er d!t! did not help resolve the di3ension!lity
issue( ?e specul!te th!t the !pp!rent di3ension!lity of s!tisf!ction 3i&ht be understood by e:!3inin& the focus of s!tisf!ction !nd diss!tisf!ction( ,onsu3ers
were so3eti3es s!tisfied with one !spect of the choice/consu3ption e
erience% but diss!tisfied with !nother !spect( n this c!se% s!tisf!ction !nd diss!tisf!ction c!n be viewed !s different di3ensions(
+( INTRODUCTION OF THE COMPANY
Bi& B!-!!r is ! ch!in of hyper3!r=et in ndi!% which c!ters to every f!3ily6s needs !nd re@uire3ents( <his ret!il store is ! subsidi!ry of $uture &roup% P!nt!loons
Ret!il ndi! 5td( !nd is !n !nswer to the 7nited "t!tes ?!l-M!rt( Bi& B!-!!r h!s rele!sed the doors for the f!shion world% &ener!l 3erch!ndise li=e sports &oods%
cutlery% croc=ery% utensils% !nd ho3e furnishin&s etc( !t best econo3ic!l prices(
Bi& B!-!!r &roup offers 3ore th!n )** stores !ll over the country with !n !3!l&!3!tion of ndi!n b!-!!rsR feel !nd touch with ! convenience !nd choice of the
3odern ret!il f!cilities( <he ret!il for3!t of the Bi& B!-!!r &roup includes A!dh!r% Rur!l ; .o3e-<own ret!il ch!in% 9-one ho3e-i3prove3ent ch!in%
sportswe!r ret!iler% depot !nd 3usic ch!in is few !3on& others(worldwide country ch!in% Bi& B!-!!r% is for3ed by ,9O of $uture #roup% Mr( >ishore Biy!ni(
<he &roup do not pro3ises 3ore th!n wh!t it delivers( <heir b!sic !ttr!ction !ssoci!ted with re!son!ble prices is their 7ni@ue "ellin& Price(
Bi& B!-!!rNs 4ourney be&!n in October E**) when the youn&% opened the first &ener!tion entrepreneur >ishore Biy!ni its first hyper3!r=et ret!il outlet in
>ol=!t! (for3erly ,!lcutt!)( n the s!3e 3onth h!d two 3ore stores !re !dded - one e!ch in .yder!b!d !nd Mu3b!i% !nd thus be&in ! successful st!y th!t
be&!n the ch!pter of or&!ni-ed ret!ilin& in ndi!(Bi& B!-!!r is present tod!y in 1J cities !nd holdin& 3ore th!n 1 3illion s@(ft( Open house !nd drivin& over ))*
<he product Delivery
"t!ff ; "ervice
<he co3p!ny
Price
"ervice
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed
3illion footf!lls in its stores( <he for3!t is e
ected th!t the nu3ber of footf!ll in the stores to incre!se by )+* 3illion Mr( Biy!ni for his vision !nd le!dership% !nd Bi& B!-!!r for its uni@ue proposition
n!tion!lly !nd intern!tion!lly(
%0 OBJECTIVE OF THE STUDY
• <o investi&!te the c!tch3ents !re! !nd custo3er loy!lty of 8!d!p!l!ni br!nch(
• <o identify the s!tisf!ction level of custo3er in
responsibility% ho3e delivery !nd product r!n&e(
• <o identify the custo3er s!tisf!ction in other service !nd &o &reen(
#0 RESEARCH METHODOLOGY
#01 D7,<;5E45G7 R7,71;<C
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !n
studied(
#02 S16E?52>
"!3plin& is to select of individu!ls fro3 the whole popul!t
infinite in n!ture% so rese!rcher !dopted the convenience s!3plin& techni@ue( ,onvenience s!3plin&( t is ! type of non
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is r
3ost popul!r d!t! collection techni@ues includeB surveys% second!ry d!t! sources or
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod
@uestionn!ires( Rese!rchers list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve
co3p!rin& !dv!nt!&e such !sB it is e!sy to !n!ly-e% f!3ili!r to 3ost people% it c!n reduce bi!s !nd less intrusive th!n f!ce
#03 D141 C9??7<4592 12H S16E?52>
P;561;3 D141
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered thr
the rel!tionship between the dependent v!ri!ble !nd independent v!ri!bles
P9EF?14592 12H S16E?52>
<he s!3plin& fr!3e for this study includes the custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
the custo3ers who visited B# BALAAR( <he s!3ple si-e chosen for this study is ))) custo3ers
H3E94C7,5,
• <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
• <here is no si&nific!nt rel!tionship between loc!tion !nd occup!tion
• <he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!
#0$ T7<C25JF7 98 A21?3,5,
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!
be used for the d!t! !n!lysis !nd chi s@u!re w!s used to t
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two
result c!n be converted into 3uch out of hundred !nd to =now !s percent!&e !n!lysis(
(0 DATA ANALYSIS AND INTERPRETATION
S.N" F/#'"0%
1 P!r=in&
2 5oc!tion
3 "ervice provided by e:ecutives
$ Merch!ndisin&
% Offer !nd discount
# 9
erience with Bi& B!-!!r ( .o3e delivery
CHI) S!UARE TEST
H3E94C7,5," 1
C96E1;5,92 I74D772 >72H7; 12H ,145,81<4592 52 ,7;G5<7 E;9G5H7H I3 <F,4967; 7K7<F45G70
.*T <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
.)T<here is si&nific!nt rel!tionship between &ender !nd s!tisf!ct
*
1*
2*
3*
$*
%*
#*
HS S
EPTEMBER)
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
3illion footf!lls in its stores( <he for3!t is e
ected th!t the nu3ber of footf!ll in the stores to incre!se by )+* 3illion durin& this fin!nci!l ye!r( Over the ye!rs% Mr( Biy!ni for his vision !nd le!dership% !nd Bi& B!-!!r for its uni@ue proposition to its custo3ers Kh!ve received every presti&ious consu3er prices% both
<o investi&!te the c!tch3ents !re! !nd custo3er loy!lty of 8!d!p!l!ni br!nch(
<o identify the s!tisf!ction level of custo3er in bi& b!-!!r with respect to 5oc!tion% 3erch!ndisin&% offer !nd discounts% v!rieties% ,orpor!te soci!l
<o identify the custo3er s!tisf!ction in other service !nd &o &reen(
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !n
"!3plin& is to select of individu!ls fro3 the whole popul!tion% it need to &ener!l to present the ch!r!cteristic of the popul!tion( n this study% the popul!tion is
infinite in n!ture% so rese!rcher !dopted the convenience s!3plin& techni@ue( ,onvenience s!3plin&( t is ! type of non-
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is r
3ost popul!r d!t! collection techni@ues includeB surveys% second!ry d!t! sources or !rchiv!l d!t!% ob4ective 3e!sures or tests% !nd interviews( n this study
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod
rs list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve
co3p!rin& !dv!nt!&e such !sB it is e!sy to !n!ly-e% f!3ili!r to 3ost people% it c!n reduce bi!s !nd less intrusive th!n f!ce-
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered thr
the rel!tionship between the dependent v!ri!ble !nd independent v!ri!bles
custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
the custo3ers who visited B# BALAAR( <he s!3ple si-e chosen for this study is ))) custo3ers
<here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
<here is no si&nific!nt rel!tionship between loc!tion !nd occup!tion
<he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!
be used for the d!t! !n!lysis !nd chi s@u!re w!s used to test the hypothesis( Percent!&e !n!lysis is used in 3!=in& co3p!rison between two or 3ore series of
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two
result c!n be converted into 3uch out of hundred !nd to =now !s percent!&e !n!lysis(
DATA ANALYSIS AND INTERPRETATION
H,.(12 %/',%&,)3 S/',%&,)3 M"3)0/')12 S/',%&,)3 D,%%/',%&,)3
+1 0J H 1
11 EH 1 E
EH )) I +I
01 0I 0 )J
)E 0E EE )0
*H )J +0 )J
)J +) )I )E
I74D772 >72H7; 12H ,145,81<4592 52 ,7;G5<7 E;9G5H7H I3 <F,4967; 7K7<F45G70
.*T <here is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
.)T<here is si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
MS D HDS
ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
ncluded in the ntern!tion!l "eri!l Directories
+
durin& this fin!nci!l ye!r( Over the ye!rs%
to its custo3ers Kh!ve received every presti&ious consu3er prices% both
bi& b!-!!r with respect to 5oc!tion% 3erch!ndisin&% offer !nd discounts% v!rieties% ,orpor!te soci!l
Descriptive rese!rch is !lso =nown !s st!tistic!l rese!rch( <he 3!in &o!l of this type of rese!rch is to describe the d!t! !nd ch!r!cteristics !bout wh!t is bein&
ion% it need to &ener!l to present the ch!r!cteristic of the popul!tion( n this study% the popul!tion is
-prob!bility s!3plin& which involves the
s!3ple bein& dr!wn fro3 th!t p!rt of the popul!tion which is close to h!nd( <h!t is% ! popul!tion is selected bec!use it is re!dily !v!il!ble !nd convenient( <he
!rchiv!l d!t!% ob4ective 3e!sures or tests% !nd interviews( n this study
@uestionn!ires !re used( ,o3p!ny b!c=&round infor3!tion is obt!ined fro3 the online web% !nnu!l report( Suestionn!ire 3ethod is to collect d!t! throu&h the
rs list the relev!nt @uestions !nd !s= respondents to !nswer the3 !ccordin& to their person!l situ!tion( Suestionn!ires h!ve the
-to-f!ce surveys(
Pri3!ry d!t! source is the first h!nd infor3!tion obt!ined by the rese!rcher( n this study the pri3!ry d!t! w!s &!thered throu&h the @uestionn!ires to study
custo3ers of B# BALAAR% ,henn!i( <he s!3ple si-e for popul!tion ))) !nd the @uestionn!ire were distributed to
8!rious st!tistic!l 3ethods will be used to !n!ly-e the d!t! collected fro3 respondents( n this study% the "t!tistic!l P!c=!&e for the "oci!l "ciences ("P )F(*) will
est the hypothesis( Percent!&e !n!lysis is used in 3!=in& co3p!rison between two or 3ore series of
d!t!( Percent!&e is used to describe rel!tionship( Percent!&e is !lso to co3p!re the rel!tive ter3s% the distribution of two or 3ore series of d!t!( <he nu3ber of
D,%%/',%&,)3 H,.(12 D,%%/',%&,)3
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))
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VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
1
C1?<F?14592
O5 E5 &O5)E5'&O5)E5'2&O5)E5'2AE5
)+)0E E *()H
+ 1 ) *(F *()00
0 0 *(E *(*+ *(*)E1
E*E)) ) *(*11
+ 0 *(H *(F *()IH
)I)H) E *())*
H I ) *(H *())+
1 1 *(0 *(*F *(*)0
0E0)) ) *(*0J
+ 1 *(0 *(*F *(*)0
,!lcul!ted 8!lue *0+$(%
D7>;77 98 F;77H96
<he de&ree of freedo3 T (r-)) : (c-))
T (E-)) : (1-))
T ) : + T $
C1?<F?147H V1?F7 L *0+$(%
T1I?7 V1?F7
$or + de&ree of freedo3 U 1V si&nific!nt level T 20((#
C1?<F?147H V1?F7 &*0+$(%' M T1I?7 G1?F7 &20((#'
INFERENCE
.ere the c!lcul!ted 8!lue is less th!n t!ble v!lue( "o our null hypothesis (.*) is !ccepted(
<herefore% there is no si&nific!nt rel!tionship between &ender !nd s!tisf!ction in service provided by custo3er e:ecutive(
H3E94C7,5," 2
C96E1;5,92 I74D772 9<<FE14592 12H L9<14592
.*T <here is no si&nific!nt rel!tionship between occup!tion !nd 5oc!tion(
.)T<here is si&nific!nt rel!tionship between occup!tion !nd loc!tion(
D7>;77 98 F;77H96
<he de&ree of freedo3 T (r-)) : (c-))
T (+-)) : (1-))
T 0 : + T 12
C1?<F?147H V1?F7 L 130(%2
T1I?7 V1?F7
$or )E de&ree of freedo3 U 1V si&nific!nt level T 210*2#
C1?<F?147H V1?F7 &130(%2' M T1I?7 G1?F7 &210*2#' INFERENCE
.ere the c!lcul!ted 8!lue is less th!n t!ble v!lue( "o our null hypothesis (.*) is !ccepted( <herefore% there is no si&nific!nt rel!tionship between occup!tion !nd
loc!tion of the store(
RF2 T7,4
S145,81<4592 52 <?94C52> H7E1;46724 14 B5> B1N11;
S0N9P1;45<F?1;,N90 98 R7,E92H724,
1 2es +F
2 'o F1
H3E94C7,5," 3
.*T <he respondents !re s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r(
.)T <he respondents !re not s!tisfied with the clothin& dep!rt3ent in bi& b!-!!r(
2 1 L 83O 22 L 3(O V L 23
FORMULA"
2 21 P 22
QG L R 1
21 R 22
2 P $# P #%
QG L R 1
111
QG L %$08(
2 21 P 22 &2 21 P 22 / 21 / 22'
S
2
G L
&21 R 22' 2 &21 R 22 / 1'
2 P $# P #% & 2 P $# P #% / $# / #%'
S
2
G L
&$# R #%' 2 &$# R #% / 1'
%+8* &%8#+'
L
2$$2*
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L
2$$2*
S
2
G L 1$3(02*
SG L 3(0+
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
F
V)Q
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23 / %$08(
L ) *08$*
3(0+
N L *08$*
TC7 41I?7 G1?F7 5, I752> 89F2H 1, 10+#
TC7 <1?<F?147H G1?F7 5, *08$*
INFERENCE
"ince the c!lcul!ted v!lue is lesser th!n the t!ble v!lue% we !ccept the null hypothesis !nd re4ect the !ltern!te hypothesis( <herefore the respondents !re
s!tisfied with clothin& dep!rt3ent in Bi& B!-!!r(
DISCUSSION AND FINDINGS
"iv!d!s !nd B!=er-Prewitt (E***) s!id Mthere is !n incre!sin& reco&nition th!t the ulti3!te ob4ective of custo3er s!tisf!ction 3e!sure3ent should be custo3er
loy!ltyG( $ornell ()JJE) s!id Mhi&h custo3er s!tisf!ction will result in incre!sed loy!lty for the fir3 !nd th!t custo3ers will be less prone to overtures fro3
co3petitionG( <his view w!s !lso sh!red by Anton ()JJF) who s!id th!t Ms!tisf!ction is positively !ssoci!ted with repurch!se intentions% li=elihood of
reco33endin& ! product or service% loy!lty !nd profit!bilityG( 5oy!l custo3ers would purch!se fro3 the fir3 over !n e:tended ti3e (9v!ns !nd Ber3!n%)JJI)(
#uiltin!n% P!ul !nd M!dden ()JJI) s!id th!t s!tisfied custo3ers !re 3ore li=ely to be repe!t (!nd even beco3e loy!l) custo3ers( <he rese!rch p!per reve!ls
th!t they !re not hi&hly s!tisfied with the services provided by Bi& b!-!!r% so there si ! @uestion of loy!lty with the custo3ers( <he chi s@u!re reve!ls th!t there
is no si&nific!nt re!ltion with the occup!tion !nd the loc!tion of Bi& B!-!!r(
"iv!d!s !nd B!=er-Prewitt (E***)B M"!tisf!ction !lso influences the li=elihood of reco33endin& ! dep!rt3ent!l store !s well !s repurch!se but h!s no direct
i3p!ct on loy!lty( <hus s!tisf!ction in itself will not tr!nsl!te into loy!lty( .owever% s!tisf!ction will foster loy!lty to the e:tent th!t it is ! prere@uisite for
3!int!inin& ! f!vor!ble rel!tive !ttitude !nd for reco33endin& !nd repurch!sin& fro3 the store( Once custo3ers reco33end ! dep!rt3ent store it fosters
both rep!tron!&e !nd loy!lty tow!rds th!t store( <hus the =ey to &ener!tin& loy!lty is to &et custo3ers to reco33end ! store to others( Also% custo3ers !re
li=ely to reco33end ! dep!rt3ent store when they !re s!tisfied with th!t store !nd when they h!ve ! f!vor!ble rel!tive !ttitude tow!rds th!t storeG( <he
s!tisf!ctions of custo3ers !re reve!led in the p!r=in&% loc!tion !nd 3erch!ndisin& of Bi& B!-!!r(
9v!ns !nd Ber3!n ()JJI)B M,o3p!nies with s!tisfied custo3ers h!ve ! &ood opportunity to convert the3 into loy!l custo3ers / who purch!ses fro3 those
fir3s over !n e:tended periodG( <he e
erience with Bi& B!-!!r see3s to be 3oder!tely s!tisfied% so Bi& b!-!!r need to t!=e 3e!sures to ret!in the e:istin& custo3ers( ,l!r=e (E**)) s!id% M! business th!t focuses e:clusively on custo3er s!tisf!ction runs the ris= of beco3in& !n undifferenti!ted br!nd whose
custo3ers believe only th!t it 3eets the 3ini3u3 perfor3!nce criteri! for the c!te&ory( 5on&-ter3 custo3er retention in co3petitive 3!r=ets re@uires the
supplier to &o beyond 3ere b!sic s!tisf!ction !nd to loo= for w!ys of est!blishin& ties of loy!lty th!t will help w!rd off co3petitor !tt!c=G( Most of the
custo3ers !re 3uch s!tisfied with the clothin& br!nd with Bi& B!-!!r( <he percent!&e !n!lysis !nd ,hi s@u!re prove the s!3e(
"iv!d!s !nd B!=er-Prewitt (E***) !lso s!id th!t it is not 3erely enou&h to s!tisfy ! custo3er( Accordin& to Reichheld ()JJF)% F1 to H1 percent of custo3ers who
defect to co3petitors6 br!nds s!y they were either s!tisfied or very s!tisfied with the product or service they left( <herefore% in order to ensure th!t custo3ers
do not defect% Bowen !nd ,hen !re correct to s!y th!t custo3ers 3ust to be e:tre3ely s!tisfied( As f!r !s or&!ni-!tions !re concerned% they w!nt their
custo3ers to be loy!l to the3 !nd custo3er s!tisf!ction does not &u!r!ntee this( Accordin& to "torb!c=! !nd 5entinen (E**))% custo3er s!tisf!ction is not
necess!rily ! &u!r!ntee of loy!lty( <hey s!id th!t in cert!in industries up to I1V of custo3ers who switch providers s!y th!t they were Cs!tisfied6 or even Cvery
s!tisfied6 with the previous provider(
,usto3ers 3!y ch!n&e providers bec!use of price% or bec!use the co3petitor is offerin& new opportunities% or si3ply bec!use they w!nt so3e v!ri!tion
("torb!c=! !nd 5entinen% E**))( ,l!r=e (E**)) s!id th!t custo3er s!tisf!ction is re!lly no 3ore th!n the price of entry to ! c!te&ory( $or s!tisf!ction to be
effective% it 3ust be !ble to cre!te loy!lty !3on&st custo3ers( Re&!rdin& the offers !nd discounts provided% the custo3ers of Bi& B!-!!r !re so3ewh!t
s!tisfied(<he !bove rese!rch study reve!ls th!t the c!tch3ent !re! possibility is not possible !t this 3o3ent unless Bi& B!-!!r i3prove the custo3er s!tisf!ction
with respect to v!rious f!ctors such !s ,usto3er service% %pricin&%f!vour!ble !nd &ood e
erience which enh!nce custo3er loy!lty etc( CONCLUSION
<he rese!rches study ! cle!r ide! to underst!nd the c!tch3ent !re! of 8!d!p!l!ni br!nch( ,usto3er s!tisf!ction is secret code for the success in business%
<herefore in this study the rese!rcher !n!ly-es s!tisf!ction level of e!ch dep!rt3ent( ,usto3er e:ecutives should be &iven the product =nowled&e to &ive the
better service to custo3ers( Mobiles dep!rt3ent in Bi& B!-!!r should be i3proved to &et the s!tisf!ction of custo3ers( 5ive de3onstr!tion !nd better
service c!n be &iven to custo3ers( #reen B!&s c!n be introduced in Bi& B!-!!r !s their corpor!te soci!l responsibility tow!rds the society( B!sed on the views
!nd rese!rch done by nu3erous rese!rchers !nd !c!de3ici!ns% it c!n be concluded th!t custo3er s!tisf!ction is very i3port!nt( <hus% thou&h custo3er
s!tisf!ction does not &u!r!ntee repurch!se on the p!rt of the custo3ers but still it pl!ys ! very i3port!nt p!rt in ensurin& custo3er loy!lty !nd retention( <his
point h!s been echoed by #erpott et !l( (E**)) when they s!id Mcusto3er s!tisf!ction is ! direct deter3inin& f!ctor in custo3er loy!lty% which% in turn% is !
centr!l deter3in!nt of custo3er retentionG( <herefore% or&!ni-!tions should !lw!ys strive to ensure th!t their custo3ers !re very s!tisfied(
REFERENCES
)( Anton% J(% )JJF% ,usto3er Rel!tionship M!n!&e3entB M!=in& .!rd Decisions with "oft 'u3bers% 7pper "!ddle River% Prentice-.!ll(
E( Be!rden% ?illi!3 O( !nd Jess 9( <eel )JH0( K"elected Deter3in!nts of ,onsu3er "!tisf!ction !nd ,o3pl!int Reports(K Journ!l of M!r=etin& Rese!rch E*
($ebru!ry)B E)-EH(
0( Bolton% Ruth '( !nd J!3es .( Drew( )JJ)( KA Multist!&e Model of ,usto3ersN Assess3ents of "ervice Su!lity !nd 8!lue(K Journ!l of ,onsu3er Rese!rch )I
(M!rch)B 0I1-0H+(
+( Bowen% J( <( ; ,hen% "( 5(% M!y E**)% <he Rel!tionship Between ,usto3er 5oy!lty !nd ,usto3er "!tisf!ction% ntern!tion!l Journ!l of ,onte3por!ry
.ospit!lity M!n!&e3ent% pp( E)0-E)I(
1( ,!dotte% 9rnest R(% Robert B( ?oodruff% !nd Ro&er 5( Jen=ins( )JHI( K9
ect!tions !nd 'or3s in Models of ,onsu3er "!tisf!ction(K Journ!l of M!r=etin& Rese!rch E+ (Au&ust)B 0*1-0)+(
F( ,!rdo-o% Rich!rd '( )JF1( KAn 9
eri3ent!l "tudy of ,onsu3er 9ffort% 9ect!tion !nd "!tisf!ction(K Journ!l of M!r=etin& Rese!rch E (Au&ust)B E++-E+J( I( ,hurchill% #ilbert A(% Jr( )JIJ( KA P!r!di&3 for Developin& Better Me!sures of M!r=etin& ,onstructs(K Journ!l of M!r=etin& Rese!rch )F ($ebru!ry)B F+-I0(
H( ,l!r=% M(% )JJI% Modellin& the 3p!ct of ,usto3er-93ployee Rel!tionships on ,usto3er Retention R!tes in ! M!4or 7> Ret!il B!n=% M!n!&e3ent
Decisions% 01 (+)% pp( EJ0-0*)(
J( ,l!r=e% >(% E**)% ?h!t Price on 5oy!lty ?hen ! Br!nd "witch is Just ! ,lic= Aw!yW% Su!lit!tive M!r=et Rese!rchB An ntern!tion!l Journ!l% + (0)% pp( )F*-
)FH(
)*( ,ote% Joseph A( !nd M( Ron!ld Buc=ley( )JHH( KMe!sure3ent 9rror !nd <heory <estin& in ,onsu3er Rese!rchB An llustr!tion of the 3port!nce of
,onstruct 8!lid!tion(K Journ!l of ,onsu3er Rese!rch )+ (M!rch)B 1IJ-1HE(
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
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A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
www(i4rc3(or&(in
I
))( ,o:% 9li P( )JH*( K<he Opti3!l 'u3ber of Response Altern!tives for ! "c!leB A Review(K Journ!l of M!r=etin& Rese!rch( EI ('ove3ber)B +*I-+EE(
)E( ,ronin% J( Joseph% Jr( !nd "teven A( <!ylor( )JJE( KMe!surin& "ervice Su!lityB A Ree:!3in!tion !nd 9:tension(K Journ!l of M!r=etin& 1F (July)B 11-FH(
)0( D!y% R!lph 5( )JH+( KModelin& ,hoices A3on& Altern!tive Responses to Diss!tisf!ction(K Adv!nces in ,onsu3er Rese!rch ))( 9d( ?illi!3 D( Perre!ult(
Atl!nt!% #AB Associ!tion for ,onsu3er Rese!rch% +JF-+JJ(
)+( 9v!ns% J( R( ; 5inds!y% ?( M(% )JJF% <he M!n!&e3ent !nd ,ontrol of Su!lity( 0
rd
ed(% "t( P!ul% ?est Publishin& ,o3p!ny( $ornell% ,(% )JJE% A '!tion!l
,usto3er "!tisf!ction B!ro3eterB the "wedish 9
erience% Journ!l of M!r=etin&% 8ol( 1F% pp( )-)H( )1( $ornell% ,l!es( )JJE( KA '!tion!l ,usto3er "!tisf!ction B!ro3eterB <he "wedish 9
erience(K Journ!l of M!r=etin& 1F (J!nu!ry)B F-E)( )F( #!rdi!l% "!r!h $isher% D( "cott ,le3ons% Robert B( ?oodruff% D!vid ?( "chu3!nn% !nd M!ry J!ne Burns( )JJ+( K,o3p!rin& ,onsu3ersN Rec!ll of
Prepurch!se !nd Postpurch!se Product 9v!lu!tion 9
eriences(K Journ!l of ,onsu3er Rese!rch E* (M!rch)B 1+H-1F*( )I( #uiltin!n% J( P(% P!ul% #( ?( ; M!dden% <( J(% )JJI% M!r=etin& M!n!&e3entB "tr!te&ies !nd Pro&r!3s( Fth ed(% 'ew 2or=% Mc#r!w-.ill(
)H( .!lste!d Di!ne% D!vid .!rt3!n% !nd "!ndr! 5( "ch3idt( )JJ+( KMultisource 9ffects on the "!tisf!ction $or3!tion Process(K Journ!l of the Ac!de3y of
M!r=etin& "cience EE ("prin&)B ))+-)EJ(
)J( .!nse3!r=% O( ,( ; Albinson% M(% E**+% ,usto3er "!tisf!ction !nd RetentionB <he 9
eriences of ndividu!l 93ployees% M!n!&in& "ervice Su!lity% )+ ())% pp( +*- 1I
E*( .ow!rd% John A( !nd J('( "heth( )JFJ( <he <heory of Buyer Beh!vior( 'ew 2or=B John ?iley !nd "ons(
E)( M!ddo:% R( 'eil( )JH)( K<wo-$!ctor <heory !nd ,onsu3er "!tisf!ctionB Replic!tion !nd 9:tension(K Journ!l of ,onsu3er Rese!rch H (June)B JI-)*E(
EE( M!no% .!i3 !nd Rich!rd 5( Oliver( )JJ0( KAssessin& the Di3ension!lity !nd "tructure of the ,onsu3ption 9
erienceB 9v!lu!tion% $eelin&% !nd "!tisf!ction(K Journ!l of ,onsu3er Rese!rch E* (Dece3ber)B +1)-+FF(
E0( M!rsh% .erbert ? !nd Ale:!nder "eeshin& 2eun&( )JJJ( K<he 5!bility of Psycholo&ic!l R!tin&sB <he ,h!3eleon 9ffect in #lob!l "elf-9stee3(K Person!lity
!nd "oci!l Psycholo&y Bulletin E1 ())B +J-F+(
E+( Mitt!l% 8i=!s% P!n=!4 >u3!r% !nd Mich!el <siros( )JJJ( KAttribute-5evel Perfor3!nce% "!tisf!ction% !nd Beh!vior!l ntentions over <i3eB A ,onsu3ption-
"yste3 Appro!ch(K Journ!l of M!r=etin& F0 (April)B HH-)*)(
E1( Mowen% John ,( !nd Mich!el Minor( )JJH( ,onsu3er Beh!vior 1th edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
EF( Oliver% Rich!rd 5( )JH*( KA ,o&nitive Model of the Antecedents !nd ,onse@uences of "!tisf!ction Decisions(K Journ!l of M!r=etin& Rese!rch )I
("epte3ber)B +F*-+FJ(
EI( Peterson% Robert A( !nd ?illi!3 R( ?ilson( )JJE( KMe!surin& ,usto3er "!tisf!ctionB $!ct !nd Artif!ct(K Journ!l of the Ac!de3y of M!r=etin& "cience E*
(?inter)B F)-I)(
EH( Richins% M!rsh! )JJI( KMe!surin& 93otions in the ,onsu3ption 9
erience(K Journ!l of ,onsu3er Rese!rch E+ ("epte3ber)% )EI-)+F( EJ( "chiff3!n% 5eon #( !nd 5eslie 5!-!r >!nu=( E***( ,onsu3er Beh!vior Ith edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
0*( "iv!d!ss% 9( ; B!=er-Prewitt% J( 5(% E***% An 9:!3in!tion of the Rel!tionship Between "ervice Su!lity% ,usto3er "!tisf!ction% !nd "tore 5oy!lty%
ntern!tion!l Journ!l of Ret!il ; Distribution M!n!&e3ent% EH (E)% pp( I0-HE(
0)( "3ith% A3y >(% Ruth '( Bolton% !nd J!net ?!&ner( )JJJ( KA Model of ,usto3er "!tisf!ction with "ervice 9ncounters nvolvin& $!ilure !nd Recovery(K
Journ!l of M!r=etin& Rese!rch 0F (Au&ust)B 01F-0IE(
0E( "olo3on% Mich!el R( )JJJ( ,onsu3er Beh!vior +th edition( 7pper "!ddle River% 'JB Prentice-.!ll% nc(
00( "pren&% Rich!rd A(% "cott B( M!c>en-ie% !nd Rich!rd ?( Olsh!vs=y( )JJF( KA Ree:!3in!tion of the Deter3in!nts of ,onsu3er "!tisf!ction(K Journ!l of
M!r=etin& F* (July)B )1-0E(
0+( <!:% "tephen "(% "tephen ?( Brown% !nd Mur!li ,h!ndr!she=!r!n )JJH( K,usto3er 9v!lu!tions of "ervice ,o3pl!int 9
eriencesB 3plic!tions for Rel!tionship M!r=etin&(K Journ!l of M!r=etin& FE (April)% F*-IF(
01( ?oodruff% Robert B(% 9rnest R( ,!dotte% !nd Ro&er 5( Jen=ins( )JH0( KModelin& ,onsu3er "!tisf!ction Processes 7sin& 9
erience-B!sed 'or3s(K Journ!l of M!r=etin& Rese!rch E* (Au&ust)B EJF-0*+(
0F( 2i% 2ou4!e( )JJ*( KA ,ritic!l Review of ,onsu3er "!tisf!ction(K in Review of M!r=etin&( 9d( 8!l!rie A( Leith!3l( ,hic!&oB A3eric!n M!r=etin& Associ!tion%
FH-)E0(
0I( L!4onc% Robert B( )JH*( K$eelin& !nd <hin=in&B Preferences 'eed 'o nferences(K A3eric!n Psycholo&ist 01 ($ebru!ry)B )1)-)I1(
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At the very outset% ntern!tion!l Journ!l of Rese!rch in ,o33erce !nd M!n!&e3ent (JR,M) !c=nowled&es
; !ppreci!tes your efforts in showin& interest in our present issue under your =ind perus!l(
would li=e to re@uest you to supply your critic!l co33ents !nd su&&estions !bout the 3!teri!l published
in this issue !s well !s on the 4ourn!l !s ! whole% on our 9-3!il i(e( 52895:;<6=>615?0<96 for further
i3prove3ents in the interest of rese!rch(
f you h!ve !ny @ueries ple!se feel free to cont!ct us on our 9-3!il 52895:;<6=>615?0<96(
!3 sure th!t your feedb!c= !nd deliber!tions would 3!=e future issues better / ! result of our 4oint
effort(
5oo=in& forw!rd !n !ppropri!te consider!tion(
?ith sincere re&!rds
<h!n=in& you profoundly
A<1H765<1??3 39F;,
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C9)9;H52149;
VOLUME NO. 3 (2012), ISSUE NO. 9 (SEPTEMBER) ISSN 0976-2183
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT
A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access ntern!tion!l e-Journ!l - ncluded in the ntern!tion!l "eri!l Directories
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