Impact of service quality & brand image on customer satisfaction in organised retail setup an empirical study

The Indian retail industry has scaled impeccable growth over the last decade with an amiable acceptance to organised retailing formats. The industry is maturing towards modern concept of retailing, cornering the conventional unorganised family-owned businesses. As per US-based global management consulting firm, A T Kearney, India has been ranked as the fourth most attractive nation for retail investment among 30 emerging markets. The retail consumer is becoming very perceptive and challenging in the context of day to day lifestyle. As a result there is stiff competition among Indian and foreign retailers to attract customers and retain them. In this tug-of-war, quality retailing has emerged as the solution. The retailer who provides quality products and services along with a quality shopping experience succeeds in the long run. The performance of organized retailing primarily depends upon service delivery & quality of service delivery. In all service firms, customers’ perceived quality of service is taken as an important element of business success. This paper empirically examines the impact of service quality & brand image on customer satisfaction in organised retail outlets in Punjab's commercial capital, Ludhiana. Results indicate that value delivery, brand Image, shopping experience have a positive impact on customer satisfaction.