INTERRELATION BETWEEN SERVICE QUALITY ATTRIBUTES, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN D- MART CUSTOMER

Abstract

One such large retail behemoth with a broad market and a range of product categories is D-MART. It has introduced its clients to products under its own brands.  The objectives of the study is to understand of service quality attributes, customer satisfaction level, and loyalty of D-mart customer.The study's goals are to comprehend, analyze, and determine the level of client happiness as well as the impact on loyalty. The SERVQUAL model includes the following dimensions: reliability, Tangibility, responsiveness, assurance, and empathy. It is primarily utilized as a multi-dimensional research instrument for customer satisfaction. The study used a descriptive research design with a sample size of 452 respondents, a non-probability convenience sampling approach, and an online structured questionnaire using Google forms. SPSS software was used to analyze and interpret the data. Through the use of SPSS, one can modify the relationship between a service quality attribute and total customer satisfaction as well as the relationship between customer satisfaction and customer loyalty using statistical techniques for correlation and regression.