EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.4 (8), AUGUST (2014), pp. 6-19
Online available at zenithresearch.org.in

DETERMINANTS OF RETAIL CUSTOMER SATISFACTION:
A STUDY OF ORGANIZED RETAIL OUTLETS
IN ERNAKULUM, KERALA
LIGO KOSHY*; DR. S. JOHN MANOHAR**
*RESEARCH SCHOLAR,
BHARATHIAR UNIVERSITY, COIMBATORE,
TAMILNADU.
**RESEARCH GUIDE,
BHARATHIAR UNIVERSITY, COIMBATORE,
TAMILNADU.

ABSTRACT
Retailing consists of the sale of goods from a fixed location, such as a department store or kiosk, in small or individual lots for direct consumption by the purchaser. Some retailing businesses sells a combination of goods and services. Since the last decade, the field of retailing has experienced significant changes. Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population). Organized retailers, defined here as a store that offers a mix of tangible goods and services, are experiencing a philosophical shift from a profit centered objective to a customer centered, relationship oriented objective. One strategic alternative to differentiate themselves from other retailers of similar product lines is a focus on high level of customer service and customer satisfaction. By satisfying customer