Total Quality Management (TQM) in the Indian Retail Industry to Enhance Customer Satisfaction in Context to Rajasthan Region (Marwari Business Hub)

Purpose: The study seeks the impact of Total Quality Management (TQM) practices on customer satisfaction in context to the Indian Retail Industry with special focus on Rajasthan Region. The study aims to identify current TQM practices in the Indian Retail Industry and also identifies the impact of demographic variables of customers on the purchase of the retail stores. The study has framed the factors to be looked forward by the retailers to create highest customer satisfaction using factor analysis. Design/Methodology: The research employs a Descriptive research design based on quantitative cross-sectional data and utilizes a deductive approach built on GAP Model. Data was collected through questionnaire circulated online among the 500 respondents. Out of 500 respondents, 447 responses were full and complete and taken up for study. The Study used descriptive statistics, correlation, and factor analysis. Findings: According to the research, there is a low correlation between preferences for retail stores and income levels. The availability of ISO/FPO certifications on items was also shown to have a minor positive link with the choice of retail retailer. In order to improve customer satisfaction, the research has selected six characteristics that constitute overall quality management and has transformed them into five elements that may be combined in various ways to enhance customer satisfaction. Originality/ Value: This study focuses on Total Quality Management (TQM) in the Indian Retail Industry which was unexplored compared to manufacturing or service industries. It incorporates India specific challenges in context to customer service expectations in a highly competitive and price sensitive market. This study relates to the first principle of TQM that is Customer Focus.