“A Customer Satisfaction Level towards Service Quality while Purchasing Grocery from D-Mart in Surat City”

Abstract

Customer satisfaction has become one of the most important factors for the success and sustainability of retail businesses in today’s highly competitive market environment. The organized retail sector in India has experienced rapid growth due to urbanization, rising disposable income, changing consumer lifestyles, and increasing demand for quality products and services. Among organized retail chains, DMart has gained significant popularity because of its low-price strategy, wide product assortment, and customer-oriented services. In the grocery retail segment, service quality plays a crucial role in influencing customer satisfaction, customer loyalty, and repeat purchase behavior. The present study titled “A Customer Satisfaction Level Towards Service Quality While Purchasing Grocery from DMart in Surat City” focuses on examining the satisfaction level of customers regarding the service quality provided by DMart stores in Surat city. The study evaluates various dimensions of service quality such as tangibility, reliability, responsiveness, assurance, and empathy in relation to customer satisfaction. The research also aims to understand customer perception regarding store cleanliness, product availability, employee behavior, billing efficiency, pricing policy, and overall shopping experience. The study is based on primary and secondary data. Primary data is collected from customers visiting DMart stores in Surat city through a structured questionnaire, while secondary data is collected from books, journals, research articles, company reports, and websites related to retail management and customer satisfaction. Statistical tools such as percentage analysis, mean analysis, factor analysis, and other suitable techniques are used for data interpretation and analysis. The findings of the study are expected to reveal the relationship between service quality and customer satisfaction in organized grocery retailing. The research will help identify the major factors influencing customer satisfaction and provide useful suggestions for improving retail service quality. The study will also contribute to academic research in the field of retail management and help retail organizations enhance customer experience and competitive advantage.

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