Research Methodology

Problem statement

In today‘s scenario, it is very important for marketers to know how customers perceive
service and their needs to be satisfied fully or not. Without knowing this, it becomes essential
to provide qualitative goods and services to customer. So it is important to undertake study
which studies retail service quality towards organized retail outlet.

Research Questions

1. Are the customers satisfied with the retail service quality in Big Bazaar?
2. How to identify the service quality factors in Big Bazaar?
3. Are the retail outlets needs to improve their service ?

4. How to identify influence of demographic factors on dimensions of service quality

towards big bazaar in Surat city?

Research Objectives

1. To know customers satisfied with the retail service quality in Big Bazaar.
2. To know the service quality factors in Big Bazaar.

To know Research Design

1) Type of design

The research design used for the study is descriptive research design.

2) Sampling Design
 Sample frame

All Independent individuals who are above 18 age and visited Big bazaar in the last three
or four months in Surat city.

 Sampling method

Data analysis by Ms Excel.

 Sample size

Our total sample size is 100

 Sample area
 Data collection –Surat city

Data collection

 Primary data

The study is primarily based upon primary data collected from a structured survey
through questionnaire. The survey was administered on 100 respondents online. The
questionnaire comprised 23 total questions. All the variables were measured by response on
five point Likert scales, which rated 1 as strongly disagree and 5 as strongly agree.

 Secondary data

Secondary data was collected from internet to get information about industry profile
& research topic. Google scholar were used to collect secondary data for study.
Tools for Analysis

MS Excel use as a tool for data entry & analysis.

Benefits of the study

1. Helpful for retail outlets and other marketers to create effective service quality
strategies for their organization.
2. Helpful for marketers to identify service quality factors which have more impact
over service quality.
3. Helpful for customers to get qualitative services in retail stores without having any
problem of duplication.
4. Customers can differentiate the service what were they get and what will they get after
changes.

Limitations of the study

1. The sample size is 100 which is small and that might affect the overall Reliability.
2. The study is limited to Surat and cannot be generalized because the perceptions
and needs of the customers may be different in different states of the country.
3. The study is limited to only Big Bazaar and cannot be generalized.
4. Illiterate people may not understand the difference between what they are perceiving
an what will be change into it in future.
5. Every people thinks and compare different things in a different manner.