A study on Customer Expectation Management in Expediency Stores Format in Organized Retail Stores in Surat City

Dr. Hemadri I. Tikawala
R. V. Patel & V. L. Shah College of Commerce Amroli, Surat, Gujarat
Affiliated to Veer Narmad South Gujarat University
Email : dr.hemadritikawala@yahoo.com
Mob: 99245-66460


In today’s competitive environment only the best survives. To survive and grow, the retailers need to strategize their operations to ensure customer delight, repeat purchases and increase in profitability. The key to achieve this objective is to give exemplary shopping experience and convert the customer from browser to a spender and to a big spender. Amenity excellence is a measure of the extent to which a delivered amenity meets the customer expectations. The main objective of the study is to determine Customer Expectation Management in Convenience Stores Format in Organized Retail Stores in Surat City. Globally Customers are becoming more powerful. Companies and firms, who are producing products and giving Services, are trying to satisfy their ultimate customers. The Concept of Customer Relationship Management has emerged for the same purpose. Customers are treated as Gods. Due to the emergence of Retailing, there are plenty of choices in front of a customer. Heavy competition is also an important reason. If a company doesn’t satisfy its customer, other company will and takes the customer.