1- INTRODUCTION

With the liberalization and internationalization in service sector, service quality

has become an important means of differentiation and path to achieve business success.
Such differentiation based on service quality can be a key source of competitiveness for
many providers of services

Hence have implications for leadership in such organizations. quality is a blend

of two words: service and quality services are behavioral rather than physical entities, and
have been described as deeds, performances or effort, acts or performances, activities or
processes. In other words, service is an activity or series of activities of more or less
intangible nature that normally, not necessarily take place in interactions between the
customer and service employees and /or physical resources or goods and/or systems of, the
which are provided as solutions to customer problems. Services are intangible because they
cannot be grasped mentally. The abstract nature of services causes problems for both
providers and consumers .It is difficult for service providers to differentiate their offerings
from those of competitors, while it is equally difficult for consumers to evaluate a service
before it is acquire .

it is possible to understand an organization’s success or failure through an

analysis of the economies of its offering compared to those of its competitors .For an
organization in which services are incorporated .Understanding the nature of the service
encounter may yield equally actionable insights. With this in mind, this research is designed
to investigate the relationship among service quality, demographic characteristics and
customer loyalty in retail stores.1.1 Retail Industry Retail Industry in India is undoubtingly
one of the fastest growing retail industry in the world.

1
History of the Company
Reliance SMART is a new age multi-purpose specialty supermarket store, founded in
2006.[1]. Reliance SMART offers a one stop shopping experience by offering fresh
produce, bakery, dairy products, grocery, crockery, clothing, etc. In addition to that, to
make it more easily accessible and feasible, it has also started a website called Reliance
SMART .In which delivers over 6000+ products at the customer’s preferable place, be it
home, office or on the move.

History Reliance SMART, with Mukesh Ambani as its Chairman, Damodar Mall as
its Chief Executive Officer and Prrasana Shah as its Chief Merchandising Officer, started
their operations in 2006 by shutting the shops which were unprofitable and replacing them
by the concept of Reliance SMART .

Profile of the Organization:

Reliance SMART is one of the largest & fastest growing Grocery retail chains in India .

Synonymous to its name, SMART is a new age supermarket serving the needs of today’s
smart and value seeking customers. Reliance SMART offers a one-stop shopping
experience by offering fresh produce, bakery, dairy products, home and personal care
products, general merchandise, smart apparels and appliances, making it a complete
shopping destination. In many cases SMART stores are co-located with our fashion &
electronics store Reliance Trends and Reliance Digital, giving customers a wide choice for
all their shopping needs.

Further strengthening the value proposition SMART stores offer Reliance Retail Private
Brands. Our Private Brands offer product choices across 110 categories spread over staples
to processed foods and beverages, personal care, cosmetics and fragrances to health and
hygiene, fabric and home care to home décor range. GoodLife, Snactac, Yeah! Desi
Kitchen, Purik, Enzo.

Each smart point has an integral delivery point feature that delivers e-Commerce orders
to the homes in neighbourhood ,as well as New Commerce orders placed by kirana stores.
 • At Smart Point, customers get assistance to shop online from a wide range of
products offered on JioMart, our e-commerce platform. Customers can shop with
ease, while also enjoying the experience of interacting with our app/web.

Technology:
Technology has been central to everything Reliance has ever done. From our very first
textile plant to the world’s largest greenfield refinery to our latest telecom business Jio –
all utilise the best available technology to create timeless assets that give long-term returns
to stakeholders.

Manufacturing:
Reliance Integrated Operations Centre provides a comprehensive view of the entire
operations with up-to-date analysis. Real-time communication from well-head production
units to plant utilisation enhances productivity as teams collaborate with an ‘outcome based
approach’.

By integrating work and information flows, the Company has facilitated cross-domain
collaboration among various technical and support functions, leading to smarter and
innovative methods of working.

Advantages:

 Retain Customers

If your customers are satisfied with the products and services they receive, they’re far
more likely to stay with your business. If the customer satisfaction survey results
indicate that your clients are not happy with the service they are receiving, they may
just jump ship and head directly to your competition. Maintaining a high level of
customer satisfaction is especially important for SMBs, who have a smaller group of
customers, making each more valuable to your business’s overall success.

 Determine Your Priorities

The results of a customer satisfaction survey allow you to discover which aspects of
your business you need to prioritize. They also allow you to determine if you need to
 improve your customer service, order processing, or billing practices, among many
other aspects. To help determine your strengths and weaknesses, ensure you include
number-based questions (e.g., rate your overall level of service on a scale of one to 10)
and average out the responses to see where each aspect of the customer experience
stands in the greater scheme.

 Current Satisfaction Feedback

The primary benefit of these surveys is that you can gather the customer’s current
thoughts on various aspects of your business. Whether it is the value of the products or
services you offer, the quality of your customer service, or even the faith that the
customer has in your business’s long term strategies, it is always useful to gain insight
into how the customer is currently feeling about your company.

 Tracking Changes in Feedback

Surveys are also repeatable. You can run the survey every so often in order to continue
to gain feedback. Because surveys can have the same questions, this will allow you to
compare data over time and see if there are any changes. For example, if you receive
an overall score of 8/10 on a follow up survey, that may seem like a high number. But
if you achieve 10/10 the previous time you ran the survey, it may imply something is
slipping.

 Shows Commitment to the Customer

Often customers like the idea that a company is soliciting their feedback, because it
shows that the company is committed to keeping them as a business. Far too many
companies take their clients for granted. Customer satisfaction surveys serve as a
reminder that your company cares enough to make business decisions based on your
feedback.

Disadvantages:
  Customer Burnout

As easy as surveys are to fill out, many people simply don’t like completing them.
Sending surveys too often can lead to customer burnout, and that burnout may result in
lower satisfaction scores despite your excellent business model.

 Anonymity Issues

It’s hard for customers to believe that they aren’t being tracked. These days there is so
much unwanted spam and excessive sales strategies that customers are often hesitant
to give information that may lead to more sales calls in the future. Without ample
assurance that the survey will not be used to target them directly, it may be hard to get
the responses you want.

 It Can Be a Waste

This might not be the lovey-dovey thing to say, but sometimes, gathering customer
feedback is a waste of time and money. Say you sent out a bunch of surveys, got plenty
of responses, and found out that for the most part, your customers politely said they
were reasonably satisfied with your company. Would that inspire you to take a specific
action? No? If it does not lead to action, feedback is meaningless. In this case the survey
is not even given any importance and it doesn’t create any change in the organization.
 Lack of clear-cut survey

The survey method must be designed properly to be effective and meet its intended
purpose. Poorly written questions, a confusing structure and ambiguous questions can
quickly make this method ineffective. Unless completed on site, most questionnaires
also have a low rate of return and there is no guarantee

The Profile of Grocery Industry in India:

The market value of online grocery, across India was 396 billion Indian grocery stores.
While supermarkets account for about four percent of total grocery stores onlintror

Recent Economic Developments:

 The India online grocery market size was valued at USD 2.9 billion in 2020 and is
expected to expand at a compound annual growth rate (CAGR) of 37.1% from 2021 to2028.
The market has gained immense traction over the past months on account of the changing
lifestyle of consumers, growing urbanization, and the tech-savvy generation who prefers
buying products online. With the growth in disposable incomes and busier lifestyles, people
are increasingly seeking out customizable and convenient online platforms for grocery
shopping instead of walking down to the neighborhood vendors.

The liberalization policies have led to continuous increase in competition which has
ultimately resulted in modernization in line with the global standards as well as in
substantial cut in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the population in
the middle-income group.

Reliance Smart India Ltd:

The company has millions of customers and they always try to find Reliance Smart India
contact details including office address, customer care, social pages on the internet.
Sometimes, customers faces several types of issue with products and also want to contact
for general queries. But, they don’t know how to find Reliance Smart for customer support,
as well as how to reach Reliance Smart India customers.

INDUSTRY:Grocery Store

SUCCESSOR: Reliance smart stores (India)

FOUNDER: Mukesh Ambani

PRODUCTS: Good life ,Enzo,Purik,Desi Kitchen

HEADQUARTERS: Mumbai ,Maharastra , India

Literature Review
“A Study on customer satisfaction towards Reliance smart in Madanapalle City”
Solvang (2007) discovered that the effect of service quality on satisfaction was more
profound in the furniture branch than in the grocery branch of the four retail stores selected.
On the other hand, customer loyalty seems to be more important in affecting repurchase
decisions in the grocery branch.

Lee (2007) compared two leading measurement instruments of service quality (i.e.,
SERVQUAL and SERVPERF) in a cross-cultural setting. Psychometric properties of each
scale were compared in three countries of distinctive characteristics:developd
,industrialized, and developing. They concluded that the SERVPERF scale has slightly
better reliability while the SERVQUAL scale has an edge in validity, implying the necessity
of including cultural diversities of expectations in the measurement of service quality for
cross-cultural studies.

Jainet al. (2010) concluded that service quality in higher education comprises of twelve
factors such as visual appeal, outcome, campus, reputation, input quality (students),
industry interaction, support facilities, input quality (faculty), inter personal relationships,
curriculum, academic facilities and processes

Korda and Snoj (2010) attempted to validate the perceived retail banking service scale in
the case of a small transitional economy of Europe. Their analysis showed that the
perceived value variable had a potential to be mediating variable between perceived quality
and customer satisfaction relationship in retail banking settings.oku tjejjed nfjjd jekkoe
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goodlife which has kept a prestigious position in the market. Hence this study was focused
on Reliance smart store customers in Madanapalle

1.3 Scope of the study:

The scope of the study is to understand the customer sastisfaction towards the
product, services, satisfaction obtained by the customers and the expectations of Reliance
products in Madanapalle.

1.4 Objectives of study:

 To identify the key factors influencing the customer’s perception of the service
quality in Reliance super market in Madanapalle.
 To reveal the effects of service quality dimension in customer satisfaction in
reliance supermarket.

 To study the effect of demographic variables on various service quality

dimensions.
 To provide the suggestions and improving the customer satisfaction of the
company sales and profitability of customer.

1.5 Limitations of study

 The study was confined to madnapalle; hence the outcome cannot be generalized.
 Sample size was limited in number.195 respondents were chosen because of time
constraint.

1.6 The First Reliance Retail

Christened Reliance Retail ,the company started off with the launch of the first
Reliance Fresh store in Hyderabad . The idea was to make buying groceries and vegetable

1.6.1 Profile of Industry in India

The feeling of freedom is the Nature comes from a grocery stores. Indians prefer the
two wheelers because of their wider variety, low maintenance, and pricing. Indian streets
 2-RESEARCH METHDOLOGY:

2.1 Research design:

 Research is done to collect the essential information which helps to solve the problems
related to customers satisfaction and overall happiness of Reliance retail store products
effectively.

2.2 Nature of data:

Primary is collected in order to obtain relevant information to analysing and conduct

the research to know the satisfaction level of customers.

Primary data: Data was collected from current users of Reliance customers in
Madanapalle by using a google form questionnaire to obtain relevant information.

2.3 Sources of data

Primary data is collected from Reliance Smart Store customers in Madanapalle by the
use google form questionnaire.by the link the date has collected.

2.4 Tools for analysis

Questionnaires was created to receive the response required from the sample to achieve
the study objective. The statistical and analytical tools used for analysing the primary data
and the relational dependence between variables are Likert scale in questionnaire,
percentage and graphs.

2.5 Statistical tools:

2.5.1Descriptive Statistical:
Descriptive Statistics is the coefficient of a given data set which can represent the entire
population or a sample. Measure of central tendency includes the mean, mode and median
and while measuring of variability includes standard deviation, variance and skewness.

2.6Sampling method:
The sampling is a technique used to research or a study on customer satisfaction
towards Reliance smart.
2.7 Data Analysis Techniques:
To study the customer satisfaction towards Reliance smart. Questionnaires to check
whether the data is appropriate to proceed with the factor analysis or not. Second factor
analysis is used to study three- descriptive statistics. In this study, the hypotheses were
made and then analysed with the help of statistical techniques of descriptive statistics and
factor analysis for relationship using IBM SPSS software version 20. Both hypotheses were
tested with 95 percent confidence level i.e., at 5 percent significant level.

3- ANALYSIS OF DATA & INTERPRETATION

Analysis and Results:

Descriptive statistical:

Table: 3.1
 Ages of Respondents
Particulars Number of respondents %

Less than 20yrs 42 21.0

Between 21yrs to 53 26.5

30yrs
Between 31 to 44 22.0
40yrs
Between 41 to 14 7.0
50yrs
50 above 47 23.5

Total 200 100.0

From the table it is clear that out of 200 respondents, 21.0% of respondents between
the ages 20 below. 26.5% of the respondents are between of age group 21-30, 22% of the
respondents are between of age group 31-40, 7.0% of the respondents are between of age
group 41-50. There are 47 respondents for the rest of age between 50 above. From this data
it is clear that a greater number of respondents are between of the age group of 21-30.

Age of respondents
Frequenc Percent Valid Percent Cumulative
Percent
y

1 42 21.0 21.0 21.0

2 53 26.5 26.5 28.9

 Valid 3 44 22.0 22.0 44.9

4 7.0 7.0 100.0

14

Total
200 100.0 100.0

Figure 3.1

Table: 3.2

Gender of Respondents
Particulars Number of respondents %

Male 22 11.0

Female 178 89.0

Total 200 100

From the above table it is clear that 89.0% of the respondents are females , and 11.0%
of respondents are male. Hffjjfj jjjf bf jfn jf

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Gender of Respondents
Frequenc Percent Valid Percent Cumulative
Percent
y
 Valid 1 22 11.0 11.0 11.0

2 178 89.0 89.0 100.0

Total
200 100.0 100.0

Gender

male female

Figure 3.2
Table: 3.3

Products are used by Respondents

Particulars Number of respondents %

grocery 28.0 28.7

FMCG 7.0 7.1

F7&V 13 13.1

Dairy 12 12.1

Total 53 100

From the above table, 13.1% of customers have Reliance products , 28% of customers
have grocery ,12.1% of customers have Dairy, 7.1% of customers have FMCG and none
of them have Reliance products. Rate your overall satisfaction with the services
provided in the store?
 Frequenc Percent Valid Percent Cumulative
Percent
y

1 23 23.8. 23..8 23.8

2 50.5
50 50.5 50.5

Valid 3 18.8 18.8 18.9

18

4 12.1 12.1 100.0

12
Total
200 100.0 100.0

satisfaction of customers used by Respondents

isatisfied Some what dissatisfied

Figure 3.3

Table: 3.4
 Rate Reliance regarding customer services Respondents
Particulars Number of responses %

1 41 41.4

2 10 10.1

3 13 13.1

4 35 35.4

Total 99 100

From the above table, 41.4% of people are rate to this store due to its Performance,
10 % of its service, 13% for maintenance cost, and 35% for the price of products. From
this data it is clear that a greater number of respondents are in rate to this store because of
its performance.

For how many years are using services offered by Reliance

smart?
Frequenc Percent Valid Percent Cumulative
Percent
y

Valid 0-2 41 41.4 41.4 41.4

2-4 10 10.1 10.1 51.5

4-5 64.6
13 13.1 13.1

5 above 100.0
35 35.4 35.4
Total
200 100.0 100.0
 Column1

performance price maintenance cost service

Figure 3.4

Table: 3.5

Source of Information
Particulars Number of respondents %

Social media 40 46.5

Banners 24 24.2

Friends/Relatives 53 53.1

Advertisement 82 82.2

Total 200 100

From the above table it shows that, 46% of customers are informed about Reliance
by social media, 24% are informed by banners, 53% are informed by friends and relatives,
82% are informed by advertisements.
 Frequenc Percent Valid Percent Cumulative
Percent
y

1 46 46.5 46.5 46.5

2 14 14.1 14.1 60.6

Valid 3 75.8
15 15.2 15.2

4 100.0
24 24.2 24.2

Total
100.0 100.0
99

Column1

Social media Banners Advertisement Friends/Relatives

Source of Information

Figure 3.5

Table: 3.6

How do you rate the process of billing system in

Reliance Smart?
Particulars Number of respondents %

Excellent 85 85.5

Very good 58 58.3

 good 62 62.2

Total 200 100

From the above table, 58% of the customers are comfortable with the price of
Products and85% are excellent about the price and 62% of customer are good.
None of the customers are of the opinion that the price of Reliance produtcs is excellent.

Do they provide full information of offers offered by

different products?
Frequenc Percent Valid Cumulative
Percent
y Percent

Valid yes 85 85.5 85.5 85.5

no 45.8
45 45.3 45.3
almost
Total 100.0
80 80.2 80.2

200 100.0 100.0

Figure 3.6

Table: 3.7

Do you think Reliance smart is maintain good relationship through

its services?
Particulars Number of respondents %

Excellent 59 59.5

Very good 79 79.1

good 32 32.2

bad 29 29.2

Total 200 100

 From the above Figure it is clear that 59% of the customers are using for Excellent,
79% of the customers are says very good, 32% of customers are using for good, and 29%
of customers are says bad

Frequenc Percent Valid Percent Cumulative

Percent
y

Valid 1 59 49.5 49.5 59.5

2 79 79.1 79.1 79.6

3 39.2 39.8
39 39.2

4 22.2 100.0
22 22.2
Total 100.0
200 100.0

Purpose of good relationship maintaining

excellent Very good good bsd

Figure 3.7
Table: 3.8
Provide any discount on bulk purchase
Particulars Number of responses %

Yes 50 50.5

No 34 34.1

Maintenance cost 39 39.2

Availability of products 76 76.2

Total 200 100

From the above table it is clear that, most likely customers are satisfied with the
(50%), Quality, brand and service (34%), Maintenance cost (39%), Availability of
products(76%).

Visit reliance smart?

Frequenc Percent Valid Percent Cumulative
y Percent

Valid 1 50 50.5 50.5 50.5

2 34 34.1 34.1 64.6

3 83.8
39 39.2 39.2
4 100.0
76 76.2 76.2
Total
200 100.0 100.0
 yes Maintenance cost Availability of products no

Figure 3.8 Table: 3.9

Billing speed during rush hour

Particulars Number of respondents %

1 50 50.5

2 18 18.1

3 29 29.2

4 56 56.2

5 56 56.1

Total 200 100

From the table, 50% of people are Strongly Agree with the Billing and speed of
products, 18% of them are rate 2, 29% of them are neutral alike, 56% of them are rate 4
and 56% of them are rate 5. It is inferred that smaller number of people are dissatisfied
about cost and comparison of Royal Enfield.

Store will inform about the new products launched ?

Frequenc Percent Valid Percent Cumulative

y Percent
 1 50 50.5 50.5 50.5

2 8 8.1 8.1 58.6

3 Valid 77.8
19 19.2 19.2

4 93.9
16 16.2 16.2
5 100.0
6 6.1 6.1
Total
200 100.0 100.0
FINDINGS,SUGGESTIONS AND CONCULSION
4.1 Findings
1. Level of perceived physical aspect is the less compared with level of expected physical
aspects.

2. Store has attractive and convenient physical facilities (restrooms, fitting rooms) and
store and its physical facilities (trial rooms and restrooms) are visually attractive” are
the top ranked factors that need improvement with the gap value.

3. There is significant amount of difference between level of customer expectation and

level of customer perception toward problem solving

4. Level of perceived reliability is the less compared with level of expected reliability
dimension. “

5. Majority of the respondents come to know about Reliance smart through their friends,
relatives.

6. Most of the respondents feel that the prices of Reliance products is much better.

7. It concludes that there is high level of positive relation exist between personal
interaction and policy dimension.
 8.Almost all respondents are comfortable with this retail store.

4.2 Suggestions

 Reliance smart has been maintaining good reputation due to the factors such as
quality and cost effective.
  They should take continuous effort to maintain this in present growing
competition scenario .

 Charismatic Shop Layout, with nifty physical facilities and customer service
and merchandising clerk who must ensure that the display of the merchandise
in the shop more attractive.

 Train its store employees to give individualized attention to each customer and
not treat them by the dozen, despite the fact .

4.3 Conclusion:

The Retail Service Quality measurement needs to be conducted regularly to measure the
extent of service enhancement in order to a necessary rather than a sufficient condition for a
successful long-term relationship especially, especially when the Indian retail is getting highly
competitive and organized. Although service quality is an effective antecedent to customer
loyalty, retailers cannot make differentiation and keep competitive only by providing good
service. Retailers should look for other determinants for successful long-term relationship like
focusing on their core competencies and strengths.

BIBLIOGRAPHY

JOURNALS
 1. Doward , Catlin ,Sean Michael Smukler ,and Kent Mullinix .A novel methodology to
assets land based food self reliance in the south west british Columbia bioregion.’’

2. Kofi -opata , Edwina . “ Spatial . pateerns and Trends in Energy use and consumption
in Africa “. Perceptives on global development and technology.

3. Bak ,ozlem .” Supply chain risk management research agenda . “ Business process
management journal 24 ,no.2 .

4. Rishi ,Bikramjit ,archit Kacker ,and sherya Gupta .” Entry of Reliance smart in the
telecom industry : a ripple in the ocean .

5 . Aftab ,Muhammad , Karim Bux shah syed , and Naveed Akhter Katpur .” Exchange
volatility and Malaysian -Thai bilateral industry trade flows .”

References

1. Abu Ali, J. and Howaidee, M. (2012). The impactof service quality on tourist
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 2. Abu Alroub, A.; Alsaleem, A. and Dao(2012). Service quality and its impact on
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APPENDIX

A Study on attributes influencing customers towards Royal Enfield classic in madanapalle.

QUESTIONNAIRE:

This survey is conducted by B. MASTHANI of 2ND Year. A batch of Madanapalle institute

of technology and science (Autonomous), to know customer satisfaction towards Reliance

Smart classic in Madanapalle. If you fill this questionnaire, it would help in the completion of

my study. I assure you that the information will be only used for academic purpose.

1. E. Mail ___________
2. Name ___________
3. Gender 1) Male 2) Female 3) Not Prefer to say
4. Age 1) Less than 20 years 2)21-30 3)31-40 4)40-50 5) Greater than 50
5. Your level of study? 1) High School 2) Graduation 3) Post Graduation 4) Doctorate
6. I belong to?
1)Lower middle class 2) Middle class 3) Upper middle class 4) Rich 5)
Affluent
7.Monthly income?
1)Less than 10000 2)10,001 to 25000 3)25,001to 50000 4)50,001 to 75,000 5)
Greater than 75,000
8. Which factors motivate you to shop at Reliance smart?
1) Time saving and convinient2) Discount3) Price deals 4) Wider variety
9.Are you satisfied with the brands offered by Reliance smart under different departments and
categories?
1) Yes 2) No
10.How do you rate display of Products?
1) 1 2)2 3)3 4) 4 5) 5
11.Rate your overall satisfaction with the services provided in the Reliance Store ?
1)Highly satisfied 2) satisfied 3) somewhat satisfied 4) highly dissatisfied

12.How do you rate Reliance smart regarding customer service?

1) 1 2) 2 3) 3 4) 4 5) 5
13.For how many years you are using services offered by Reliance Smart?
1)0-2 years 2)2-4 years 3) more than 4 years
14.How do you rate the process of billing system in Reliance Smart?

1) Excellent 2) very good 3) good 4) bad

15.Do they provide full information of the offers offered by the different products?
1) Yes 2) No
16.Do you think Reliance smart is maintaining good customer relations through its services?
1) Yes 2) No
17.Do they provide any discount on bulk purchase from the store?
1) Yes 2) No
18.How frequently do you visit Reliance smart?
1) Once a week 2) Twice a week 3) Once a month 4) Twice a month 5) Thrice a
month
19.How do you rate the billing speed of the cashier in Reliance smart during rush hour?
1) 1 2) 2 3) 3 4) 4 5) 5
20.Does the store inform you about the new products and services which will be launched in
the market?
1) Yes 2) No