A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCE TO DHIRAJ SONS' SUPER MARKET, BARDOLI

This research explores customer satisfaction levels at Dhiraj Sons Super Market, Bardoli, a prominent retail destination known for offering a wide range of consumer goods under one roof. In today’s highly competitive retail environment, understanding customer satisfaction is crucial for maintaining loyalty and ensuring sustained growth. The study seeks to evaluate various factors that influence customer satisfaction, including product quality, pricing, staff behaviour, store ambience, promotional activities, and overall service experience. A structured questionnaire was used to collect primary data from 100 respondents visiting the Bardoli branch of Dhiraj Sons. The study employed convenience sampling and applied descriptive statistical tools such as frequency analysis and percentage methods for interpreting the data. The findings indicate that most customers are generally satisfied with their shopping experience, particularly in terms of product variety, cleanliness of the store, and courteous staff. However, areas like billing speed, parking facility, and promotional visibility emerged as points of moderate concern. The research concludes that while Dhiraj Sons enjoys a favourable level of customer satisfaction in Bardoli, there exists scope for improvement in operational efficiency and customer engagement strategies. This study provides actionable insights that can help Dhiraj Sons management enhance service delivery, optimize customer experience, and strengthen brand loyalty in semi-urban markets.