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Asia Pacific Journal of Marketing & Management Review__________________________________________ ISSN 2319-2836
APJMMR, Vol.4 (4), APRIL (2015), pp. 54-65
Online available at indianresearchjournals.com
A STUDY OF CUSTOMER LOYALTY AND SATISFACTION TOWARDS SALES
INDIA IN AHMEDABAD CITY
MS. PRATIMA SHUKLA1, DR. KISHOR BARAD2
1
RESEARCH SCHOLAR,
MEWAR UNIVERSITY
2
RESEARCH GUIDE,
MEWAR UNIVERSITY
ABSTRACT
In today’s era of intense competition customer loyalty and customer satisfaction has become
very important for retailers. Generating a new customer costs more than satisfying an existing
customer. As a result, the retailers should focus on satisfying the needs and wants of customers.
The retailer should fulfil the expectations of the customers in order to generate profit and survive
in the existing market. This paper attempts to find out the gap between perception and
expectation of the customer towards Sales India. Further, the paper also identifies the level of
satisfaction of the customers and customer loyalty towards the store.A sample size of 100
respondents was takenfrom Ahmedabad city.
KEY WORDS: Customer loyalty, Customer satisfaction, Retailing, Perception, Expectation.
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