Customer perception and expectations towards the services of organised retail outlets: an empirical study in the twin cities of Hyderabad and Secunderabad - a review

Abstract

Retailing is vending unswervingly to the end users for their personal use, offline and online modes that is brick and click strategies are used to have a better space felt in the market. The service expectations of the customers help in development and sustainable growth, therefore understanding the buying behaviour paradigms has become necessity of the marketer for its survival. Customer expectations are based on how the customers do selective attention, distortion and retention, for perceptions. Retail store services depend on various factors; in this paper the researcher has tried to identify these. The FDI policy has increased the competition for the local market and opened a new door to the global marketers, simultaneously changing the buying pattern, opening better service options and service providers. Customer takes the product for trial, repeat it if they like and gets delighted when they are satisfied, the findings of this study provide important guidelines for framing marketing strategies and identifying factors to get the word WOW from the customer. Emerging as the most dynamic and fast paced expected to reach US$120 billion by 2020.