Importance of Services in Organised Retail - An Empirical Study

Retailing is one of the most active and attractive sector of the last decade. While retailing itself has been present through history in our country, it is only the recent past that has witnessed so much dynamism in India. Organised retail has been preferred by customers because of various features such as variety, ambience, convenience, better services, etc. Services provided to customers are one very essential factor which leads to more number of customers to an organisation. Since their starting organised retailers have used customer service as one of the important tool to attract new and retain existing customers. Jharkhand a comparatively new state is also witnessing a significant shift from unorganised retailing to organised retailing.

This study aims to assess the importance of service in attracting and increasing customers for the organised retail outlets. A total of seven statements signifying services have been considered in the study. The various services focussed in the study are – the faster billing procedures, better customer relationship management practices, free gift packaging facility, free alteration, child care facility, exchange facility and personal attention to customers.

Keywords

Organised Retail, Services, Customer Relationship Management Practices.

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