Empirical study on role of customer service in delivering satisfaction at branded retail outlets in Pune

The aim of the paper is to determine the prominent factors that are important in delivering customer satisfaction at branded retail outlets in Pune. Secondary data has been collected through research reports and research journals related to human resource and retailing. Primary data is being collected through informal interviews and structured questionnaires administered to front end employees and customers visiting selected retail formats in Pune and Mumbai. Data was collected through a structured questionnaire administered to 200 respondents who visited the malls in the two cities. Factor analysis was carried out to analyse the data. The results indicated that caring, problem solving, committed and helpful salesmen play an important role in delivering customer satisfaction. Hence salesmen skills is important dor customer satisfaction. The research will help retailers in designing marketing programs that will help give superior customer service. Good service leads to customer satisfaction and retention and profits for the retailers. This will also help the retailers to have a loyal customer base. (C) 2014 Elsevier B.V.