Perception of customers towards employees in organised retail sector

Abstract

In India, retail sector has transformed as one of the most fast growing and very vibrant industry. In global retail industry ranking, India holds fifth position, Organised retail sector in the country has got 9% of market share in overall retail sector. Kerala being a biggest consumer market state in the country, future for the expansion of organized retail has a strong path way to expand further. The main objective of this study is to examine the importance of employee approach in the organised retail sector and to examine the perception of customers in organised retail sector towards the approach of store employees at the time of shopping. The study has been carried out in major retail chains in Kerala, which has got national presence. Stores such as Big Bazaar,Aditya Birla More, RPG Spencers, Reliance Fresh and Nilgiris were selected to perform the study. This study was conducted among 326 customers who visited the mentioned stores . The response were captured by administrating a structured questionnaire. The findings of the study shows that employee approach is significantly important to enhance customer experience in organsied retail sector. The study examines that helpful and courteous approach of employees plays a vital role to enhance customer experience in organized retail sector.