A STUDY ON CUSTOMER SATISFACTION TOWARDS GOLD JEWELLERY PURCHASE WITH REFERENCES IN ERODE DISTRICT

Abstract

Customers‟ satisfaction is a measurement to determine how happy customers are with gold jewellery and customer service. Customer satisfaction information, which includes surveys and ratings can help jewellery shops to determine or improve or change its gold jewellery and customer services. The jewellery owner must focus to satisfy customer and this applies to gold jewellery branded shops, Non-branded shops and manufacturing units. Customers include any jewellery shop with customer services. In many jewellery shops, both customers and sales man maintain relationship very strongly. They are namely primary and secondary data. In this present study, some more statistical tools are used. The major finding is that the respondents‟ income level has increased. The customer has to purchase gold jewellery only in the branded jewellery shops. It is concluded that gold jewellery purchase behaviours of respondents have demand driven approach. Selection of gold jewellery shops is preferred by the buyers where benefit in price and warranty with service are available.