Document Type : Primary Research paper
PhD Research Scholar, Department of Commerce and Management, School of Arts and Sciences , Amrita University, Kochi, India – 682024
Asst. Prof (S.G), Department of Commerce and Management, School of Arts and Sciences, Amrita University, Kochi, India – 682024
Every firm’s overall success as well as its long term competitiveness is often influenced by the extent of satisfaction and loyalty possessed by the consumers towards the firm’s products and services. From the perspective of organic retail stores, the term consumer satisfaction refers to bridging the needs and preferences of the consumer with the firm’s products and services or by transforming the responses of the consumers from being ‘just satisfied’ into ‘over and above their expectations’. Current research intents to explore factors influencing Kerala consumer’s satisfaction and loyalty while purchasing organic food products based on data collected from 200 (100 regular and 100 irregular) respondents through structured questionnaire. Analysis techniques such as regression analysis, factor analysis and correlation analysis has been applied to figure out how firm’s economic success is subjective to the extend satisfaction and loyalty possessed by the consumers within the target market. Research findings supports the formulated hypothesis and confirms that consumer’s satisfaction and loyalty has been identified as the key influencer on firm’s economic success. Product quality and service provided by the organic stores acts as the major determinants of consumer satisfaction. Moreover consumer loyalty leads to recommendation of organic retail stores to other consumers.