A framework for determining customer satisfaction: an empirical analysis
by Ranjan Chaudhuri, Sanjeev Verma
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 2, No. 2, 2008

Abstract: The rapid growth in economy and intense competition in retail markets in recent years in major metropolises like Mumbai have motivated retailers to use strategies focused on retaining and attracting the right customers. However, a strategy that is effective in acquiring new customers may not be the most effective in retaining current customers. This paper is an attempt to study the determinants of customer satisfaction in the changing retail scenario in select retail outlets in Mumbai. The critical factors affecting customer satisfaction in the retail industry are presented through a conceptual 4A framework.

Online publication date: Mon, 04-Aug-2008

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