Mediating role of value delivery in value delivery-user satisfaction relationship in organised retail stores in city of ludhiana (punjab)

Abstract

The Indian retail industry has scaled impeccable growth over the last decade with an amiable acceptance to organised  retailing formats. The industry is maturing towards modern concept of retailing, cornering the conventional unorganised  family-owned businesses. As per US-based global management consulting firm, A T Kearney, India has been ranked as the  fourth most attractive nation for retail investment among 30 emerging markets. The retail consumer is becoming very  perceptive and challenging in the context of day to day lifestyle. As a result there is stiff competition among Indian and  foreign retailers to attract customers and retain them. In this tug-of-war, quality retailing, delivering value to user has  emerged as the solution. The retailer who provides quality products and services along with a quality shopping experience  keeping in mind the value framework succeeds in the long run. The performance of organized retailing primarily depends  upon service delivery & quality of service delivery. In all service firms, customers' perceived value delivery is taken as an  important element of business success. This paper empirically examines the value delivery-customer satisfaction  relationship in organised retail outlets in Punjab's commercial capital, Ludhiana. Results indicate that value delivery has  a significant impact on customer satisfaction.