Review of Literature and research design Title of the study Comparative analysis of customer satisfaction towards provision store

and supermarket. Introduction: Review of literature refers to identifying already existing literature in the area of consumer behavior, to find out what contribution das already been made so that it can serve a valuable base for further expanding the literature. The researcher, while choosing the relevant literature screened to formulate the subject matter of the proposed study Comparative analysis of customer satisfaction towards provision store and supermarket. Review of literature: JOHN.B. Clark (2000) concluded that the motivation to visit discount store channels lie with the low price and convenience of location, as the meaning of discount store implies. Service factor was relatively less important than the merchandise factor.

Siva das and baker privet (2000) suggested that there is a positive relationship between affective loyalty (satisfaction) and co native loyalty. If satisfied with purchase at one store, consumers are likely to have a positive attitude towards that store.

In his study, Kerrie bison and Melissa Hickman (2003) found that both hard and soft attributes were signifant predictors of satisfaction with the merchandise, trading format, and customer service and customer communication of the store. It was also found that there was significant impact between the two types of attributes, such as satisfaction with the trading format; customer services and customer communication are better predicted by hard attributes, whereas merchandise satisfaction is better predicted by soft attributes.

Unhurt glinglaow (2004) conducted a research aimed to study customer satisfaction towards big c department store services in petchaburi in five aspects namely; product, price, place,

promotion, and service, and the comparison of customer; s satisfaction towards big c department store service in petchaburi. The results showed that overall satisfaction of a customer was in high average. There were a statistical difference for satisfaction at level .01 in overall aspects from the customer with marital status and income. Ivan damir Anis, Sonja Ragas (2006) found that co native loyalty was positively driven by satisfaction with shopping experience, household; s size and age. Females exhibited higher co native loyalty than Distant shoppers. Contrary to expectation, income did not predict co native loyalty behavior. With regard to determinants of retail service quality, Nguyan Dang Duy (2007) found that was s signifant Positive impact of personnel service, physical aspects and policy on the overall evaluation of service quality. On the other hand, the hypothesis on the positive impact of reliability on the overall evolution of service quality was not supported by the empirical data in the study Vaishali Aggarwal (2008) concluded that among the factors important for customer satisfaction quality Convenient location and availability got the highest rating in terms of their importance to the customer on 5-point scale. Customer were not very price sensitive and they not pay more attention to the display and ambiance of the store Alisa nil wan (2008) conducted a study to survey customer, s satisfaction with metro to explore the level of the customer, satisfaction towards the existing services at metro mall. The finding of the study revealed that food and beverages shops, reasonable prices compared with the product quality modern decoration and location of the mall, word of mouth; availability of discount coupons and prompt and attentive services of services of salespersons were the main factors influencing customers on visiting metro mall.