Impact of Price sensitivity on Customer Satisfaction: An Empirical Study in Retail Sector

Punkaj Gupta
2014 IOSR Journal of Humanities and Social Science  
This study examines the impact of price sensitivity on customer satisfaction in retail sector. A total of 282 customers of Retail customers of Jammu city were interviewed on census technique basis for the above purpose. Tools like Exploratory factor analysis. Inter-Correlation, Analysis of variance, Multiple Regression analysis was carried out. The result revealed that there is a significant association found between all the price sensitivity factors and the customer satisfaction. While
more » ... g the antecedents of Customer satisfaction, factors like honesty and fairness are significantly influenced
doi:10.9790/0837-19521721 fatcat:wkaul2ln3rhttk65cbhz2zyyjm