IMPACT OF SERVICE QUALITY OF RETAIL SUPER MARKETS ON CUSTOMER SATISFACTION- A STUDY WITH REFERENCE TO CHENNAI CITY.

Retail supermarket business in the competitive environment depends upon the factors that motivate the consumers who expect more, perfect and easy of use services from the retail supermarkets . The Indian retailing industry is becoming intensely competitive, as more and more players are competing for the same set of customers .When a company organisation sets itself the purpose of satisfying its numerous clients, the vast majority of the equipment in the business organisation will be effective in achieving that goal. In order to meet the challenges posed by big retailers, the traditional retailers in the city are redefining business strategies, organizing leadership summits and focusing more on service. The primary goal of the study is to get an understanding of consumers' perception towards various service quality dimensions of retail supermarkets in Chennai city as well as the influence of product attributes on customer perception towards various service quality dimensions and their level of satisfaction .A sample of 127 responses from all the 15 zones of Chennai city was collected, statistical tools including exploratory factor analysis, confirmatory factor analysis, linear multiple regression analysis, one-way analysis of variance and the structural equation model to verify the objectives and to test the hypothesis. The service quality of retail supermarkets depends upon the five dimensions namely ambience, product availability, quick billing service, parking facilities and the staff relationship was considered for the study.The results of this analysis revealed that ambience of supermarket is able to create significant influence on quality of the products satisfaction The demographic variables and the product details of retail supermarket customers is found to influence their perception towards ambiences of retail supermarkets