Acquire Life Time Customer: Importance of Various Facilities Provided to the Customers by the Organised Retailers

This paper is based on the study by personal interviews of the customers (respondents), carried out be me in and around the malls housing organised retailers in National Capital Region of Delhi and Gurgaon. This paper establishes that due to changing expectations of indian customer, what is relative importance of various factors in providing WOW experience to the customers, by the organised retailers of food products, apparels, fast moving consumer goods and consumer durables. The research brings out organised retailers must have premises friendly to the physically challenged/senior citizens as it is most important and important facility perceived by 98.5% of the customers. Organised retailers also should provide adequate and comfortable changing rooms and convenient parking to the customers, as for 91.6% customers both the facilities are very important and important. After sales service, exchange/return policy and customer feedback policy are next three facilities perceived as very important and important by aboat 70% of the customers. Loans and easy EMIs and free pick and drop service are next in importance for the customers. In view of the very steep competition, it is very important that the retailers deliver more than or equal to what they promise to the customers. Organised retailers must provide facilities to make the shopping more enjoyable and less time consuming.