A
Synopsis
On the Topic
“Customer experience monitory initiative:
A study on shopping experience of the customers in reliance retail store”
Submitted to
Prof. Sharat Kumar
By
Ashawari Purohit
(18MBAR0544)
TABLE OF CONTENT
❖ Abstract of the research
❖ Literature review
❖ Research design
❖ Sources of data collection
❖ Sampling method
❖ Research questions
❖ Objectives of the research
❖ Research methodology
❖ Instruments used in data collection
❖ Determination of sample size
❖ Ethical considerations in data collection
Abstract of the Research:
This research is regarding the study on shopping experience of customers in Reliance Retail
i.e. the customer behaviour, customer satisfaction. Reliance Retail is the retail initiative of the
group and is central to our consumer facing businesses. It has in a short time forged strong and
enduring bonds with millions of consumers by providing them unlimited choice, outstanding
value proposition, superior quality and unmatched experience across all its stores. Reliance
Retail’s commitment to “bettering the lives” has been embodied in its pursuit to make a
difference on socio–economic issues in India. The initiative has brought millions of farmers
and small producers to the forefront of the retail revolution by partnering with them for growth.
Reliance Industries ventures into organised retail through Reliance Retail with its first Reliance
Fresh store in Hyderabad. In 2007 it launched Reliance digital, a consumer electronic retail
chain. In 2008 Reliance Retail opens its first fashion & lifestyle store under Reliance Trends
and Reliance Footprint brands. In 2011 it launched wholesale cash-n-carry store chain -
Reliance Market. In 2012 Reliance Trends became India’s largest fashion Retailer. Announces
partnerships with Iconix, Kenneth Cole, Thomas Pink and Brooks Brothers. In 2016 it launched
www.ajio.com a curated fashion e-commerce platform and www.Footprint360.com a multi-
channel e-commerce platform for Reliance Footprint.
However, in this research study we are going through only 9 sectors i.e. Reliance trends,
Reliance fresh, Reliance digital, Reliance smart, Reliance fuel pumps, Reliance market,
Reliance footprints, Reliance jewel and Reliance Jio stores.
This study is regarding how the company improves the customer experience against their
competitors and what measures are taken to improve the customer experience in Reliance
Retail.
Literature review
1. “Understanding Customer Experience throughout the Customer Journey”.
November 1, 2016. According to Peter C. Verhoef and Katherine N. Lemon.
In this article, the author aims to develop a stronger understanding of customer experience
and the customer journey in this era of increasingly complex customer behaviour. To
achieve this goal, they examine existing definitions and conceptualization of customer
experience within marketing. These changes require firms to integrate multiple business
functions, and even external partners, in creating and delivering positive customer
experience instilling greater customer knowledge and understanding in enhancing
experience portrayed.
2. “Customer Experience- A Key to Build Customer Loyalty”. March 2015. According to
Prof. Jignesh B. Bhatt. International Multidisciplinary Research Journal.
The analysis to study the relationship and the factors which are important to build the
customer loyalty in the retail banking sector. Aiming to analyse the academic and
practitioner literature on customer relationship management indicates that that customer
satisfaction, customer value and the service quality are the important variable to build
customer loyalty in the retail banking sector in India. It states that a clear understanding is
not there as to, how the customer loyalty is built.
The paper aims to explore the basic process of building the customer loyalty and arguments
that one critical factor which is important for building customer loyalty is customer
experience. The objective of this paper is to fill the gap between the existing literature and
presenting relatively new concept. This paper draws insight on arguments that customer
has to interact with various components of the service in order to become the service real
customer experience.
3. “Customer experience- Are we measuring the right thing?” January 2011.International
Journal of Marketing Research. According to Phil Klaus.
The study portrays that the authors posit is that, firms still measure customer experience
against criteria more suited to evaluating product and service marketing. This is significant
when the authors argue that market researchers will serve their organisations and customers
better if they take an active role in updating the customer experience measurement
commensurate with advances in the conceptualisation of that which firms offer customers.
A rapid evolution from product to service to experience Marketing practice and research
have undergone a series of large-scale transformations over the past 25 years, shifting focus
from (1) creating fast-moving consumer product brands to (2) building customer
relationships through service marketing, and now to (3) creating compelling customer
experiences. The study portrays the inferences of the 3 major contributing areas in
analysing customer experience direction
Research design
Research design is a framework of methods and techniques chosen by a researcher to combine
various components of research in a reasonably logical manner so that the research problem is
efficiently handled. It provides insights about “how” to conduct research using a particular
methodology. Every researcher has a list of research questions which need to be assessed – this
can be done with research design. The sketch of how research should be conducted can be
prepared using research design. Hence, the market research study will be carried out on the
basis of research design.
Sources of data collection
1. Primary data: A primary data source is an original data source, that is, one in which the
data are collected first hand by the researcher for a specific research purpose or project.
In this research the main data for the research is collected through primary sources.
2. Secondary data: a secondary data is collected by someone who is someone other than
the user. In this research we are going to use secondary data to compare and analyse the
information collected.
Sampling method:
In this study the sampling techniques used are
1. Statistical random sampling: Random sampling is analogous to putting everyone's
name into a hat and drawing out several names. Each element in the population has an
equal chance of occurring. Simple random sampling allows the sampling error to be
calculated and reduces selection bias. A specific advantage is that it is the most
straightforward method of probability sampling.
2. Systematic sampling: Individuals are selected at regular intervals from the sampling
frame. The intervals are chosen to ensure an adequate sample size.
3. Stratified sampling: In this method, the population is first divided into subgroups (or
strata) who all share a similar characteristic. It is used when we might reasonably expect
the measurement of interest to vary between the different subgroups, and we want to
ensure representation from all the subgroups.
In this study three types of research designs will be used namely:
1. Quantitative research:
In this study it is important to have statistical conclusions to collect actionable insights.
Numbers provide a better perspective to make important business decisions.
Quantitative research design is important for the growth of any organization because
any conclusion drawn on the basis of numbers and analysis will only prove to be
effective for the business.
2. Descriptive Research Design:
It is a descriptive research design because we are interested in describing the situation
or case under this research study. It is a theory-based research design which is created
by gather, analyse and presents collected data. By implementing an in-depth research
design such as this, a researcher can provide insights into the why and how of research.
3. Exploratory Research Design:
In exploratory research design, the researcher’s ideas and thoughts are key as it is
primarily dependent on their personal inclination about a particular topic. Explanation
about unexplored aspects of a subject is provided along with details about what, how
and why related to the research questions.
Research questions:
A research question is the fundamental core of a research project, study, or review of
literature. It focuses the study, determines the methodology, and guides all stages of
inquiry, analysis, and reporting.
There are 3 types of research questions namely observational, descriptive and casual
question. In this research there will be two types of research questions used I.e.
Descriptive questions: descriptive question describes conditions that are happening or
characteristics that exist. Answering a descriptive question relies a great deal on the
observational skills of the researcher.
Observational-relational questions: Observational-Relational question examines the
question of whether two or more variables affect, or do not affect, each other under a
given set of circumstances.
Objectives of the study:
1. To understand the customers shopping experience in Reliance Retail.
2. To reveal the customer service problems that need to be addressed.
3. To find the potential opportunities for serving the customers that may be missing.
4. To understand how well the company is serving its customers.
5. To understand the consumer response and their preferences.
6. To understand the method of dissemination of information in the various management
strata’s of Reliance Retail.
7. To anticipate prospective consumers for the store.
Research methodology:
A research method is a systematic plan for conducting research. Sociologists draw on a variety
of both qualitative and quantitative research methods, including experiments, survey research,
participant observation, and secondary data.
The data collection methods used in this research are:
1. Face to face interview:
Face-to-face interview is a data collection method when the interviewer directly
communicates with the respondent in accordance with the prepared questionnaire. This
method enables to acquire factual information, consumer evaluations, attitudes,
preferences and other information coming out during the conversation with the
respondent. Thus, face-to-face interview method ensures the quality of the obtained
data and increases the response rate.
2. Exit interview:
In this research we have selected exit interviews because exit interviews are so
successful and allows us to learn about why people are leaving, why they are choosing
to spend money with the competition, etc.
Instrument used in data collection:
Administrative Structured questionnaire:
Structured questionnaire is the primary measuring instrument in survey research. The use of
structured questionnaire has a close relationship with quantitative analysis. The use of
structured questionnaires in social research was pioneered by Francis Galton and is very
common in the collection of data in quality of life research nowadays.
Sample size determination:
In this research, we have to interact with the customers who come to the store. On the basis of
particular questionnaire, we are going to interact with more than 500 people and for analysis
and maintenance of data becomes very difficult. So due to this difficulty we will take into
consideration 150 responses.
Ethical considerations in data collection
1. We should have permission from participants (people providing the data) and they
should be made aware that their involvement is voluntary. Participants are free to
withdraw from any active data collection or intervention program at any point without
pressure or fear of retaliation.
2. When collecting data, try to avoid taking advantage of easy to access groups simply
because they are there (this is called “convenience sampling”). Data should be collected
from those that most help us answer our questions.
3. Should be respectful of people’s time and when possible, compensate them for it.
4. We should try to remain neutral and unbiased. Don’t let your personal preconceptions
or opinions interfere with the data collection process.
5. Avoid or minimize anything that will cause physical or emotional harm to participants.
Make participants aware of any potential harms prior to their participation.
