A STUDY ON CUSTOMER SATISFACTION TOWARDS SELECTED DEPARTMENT STORES IN ERODE TOWN

Abstract

Department stores have become an important part of modern retailing because they offer customers a broad assortment of products, convenient shopping, competitive prices and multiple services under one roof. Customer satisfaction is therefore a critical indicator of retail performance and customer loyalty. This study examines the factors influencing customer satisfaction towards department stores, with particular attention to product quality, product variety, price, store ambience, employee behaviour, billing efficiency, availability of products and after-sales service. The study adopts a descriptive research design and uses a structured questionnaire to understand customer perceptions. For academic illustration, primary responses from 100 customers are analysed using percentage analysis and a weighted satisfaction approach. The findings indicate that product variety, employee behaviour and store convenience are important contributors to satisfaction, while waiting time at billing counters and promotional transparency require improvement. The study concludes that department stores can strengthen customer loyalty by combining efficient service, fair pricing, attractive store environments and consistent product availability.