Customer Satisfaction Essay

6651 WordsOct 24, 201227 Pages
Global http://gbr.sagepub.com/ Business Review A Comparative Study of Customer Satisfaction between Two Indian Retail Brands Rajib Roy, Amit Kumar Bhattacharya and Partha Pratim Sengupta Global Business Review 2011 12: 331 DOI: 10.1177/097215091101200210 The online version of this article can be found at: http://gbr.sagepub.com/content/12/2/331 Published by: http://www.sagepublications.com Additional services and information for Global Business Review can be found at: Email Alerts: http://gbr.sagepub.com/cgi/alerts Subscriptions: http://gbr.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://gbr.sagepub.com/content/12/2/331.refs.html >> Version of Record - May 17, 2011 What is This? Downloaded from gbr.sagepub.com at KIRLOSKAR INSTITUTE on October 12, 2012 Article Military-Madrasa-Mullah Complex A Global Threat 331 331 Global Business Review 12(2) 331–342 © 2011 IMI SAGE Publications Los Angeles, London, New Delhi, Singapore, Washington DC DOI: 10.1177/097215091101200210 http://gbr.sagepub.com A Comparative Study of Customer Satisfaction between Two Indian Retail Brands Rajib Roy Amit Kumar Bhattacharya Partha Pratim Sengupta Abstract The present study is an attempt to measure the customer satisfaction of two competitive Indian retail rands and draw a comparison between the two based on customer service quality and value creation. The comparative analysis is drawn using Multiple Regression Model and before that measurement scale has been defined to measure the regressand and the regressors using primary data. The findings include how and to what extent customer service quality and value creation affect customer satisfaction in case of both the brands. The number of factors influencing customer satisfaction is restricted to two,

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