Page 27 - IMDR - Journal of Management Development and Research - March2019-20

Kotler also noted that satisfaction is a function of perceived performance and

expectations that identifies feelings of a person resulting from comparing a products
perceived performance in relation to his/her expectations. Customer satisfaction is

multidimensional in nature and lies with multiple experiences with the service
provider.

Customer satisfaction is a business term, which is used to capture the idea of
measuring how, satisfied an enterprise customer is with the organizations efforts.

During the past decades, customer satisfaction has emerged as a strategic imperative

for most firms. In the 1980's, achieving a higher satisfaction became a goal. During
the 1990's, there was a widespread realization that satisfaction is a strategic goal for

all organization involved in the delivery of customer service. Satisfied customers

usually return and buy more, they tell people about their experiences, and they may
well pay a premium for the privilege of using service product of the organization.

Since satisfaction drives behavi or, a more thorough understanding of what drives
customer satisfaction will give service providers the insights they need to influence

customer behavior in the short-term and long-term. The centrality of the concept is
reflected by its inclusion in the marketing concept that high customer satisfaction

ratings are widely believed to be the best indicator of a company's future profit.

 Satisfaction of Customers towards D-Mart by Ritesh M. Gholap
D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani.

As of 2015, it has 89 stores spread across Maharashtra, Gujarat, Telangana, Andhra
Pradesh, Madhya Pradesh and Karnataka, and a recent purchase of property in Rajkot.

The Research Paper Study the customer’s satisfaction and perceptions towards D-
mart. The purpose of the study is to find out overall satisfaction towards D-mart.

Some people are satisfied about price, some people about product variety. Research

was done through questionnaire and discussion with some customers in college
campus who are customers of D-mart. Retailers have recognized this trend and are of

the view that customer satisfaction plays a role in the success of business strategies.

Therefore, it has become important for grocery retail stores to try and manage
customer satisfaction. This paper Was thus developed to know the satisfaction levels

of customers of D-mart. Data was collected from D- mart in akurdi, Pune. The study
states the importance of overall dimensions and specific elements of customer

satisfaction towards the measurement of satisfaction levels.

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