Understanding the Resilience of Building Consumer Trust and Loyalty in Organized Retailing – An Empirical Analysis

Abstract

Retailing is always considered as an imperative field of study because of its impact on the economy. The retail sector holds various categories to meet the products and services of consumer requirements and buying patterns. India’s retail market comprises organized as well as unorganized sector. The organized retail sector is a dominant sector to witness meeting of consumers daily needs. This research focuses on identifying the service quality through studying the consumer expectations and perceptions of organized
retail stores. This research is carried out on Organized Retail stores with reference to supermarket and hypermarkets which caters the needs of consumers of all demographics. The impact of consumer trust and loyalty of satisfied consumers of organized retail stores is measured through structured Questionnaire.The survey was conducted in various zones of Chennai city, across all supermarket and
hypermarkets which are leading in organized retail sector with a huge consumer base. The sample size was determined as 501 for the study using standard sample determining formula. The hypothesis were framed based on extensive analysis of reviewing literature and objectives of study. The testing of hypothesis was completed using various statistical tools using bivariate, multivariate Analysis.