Exploratory Factor Analysis of Customer Voluntary  Behaviour in Indian Retail Sector � An Empirical  Study

Nidhi Aggarwal; Harmeen Soch

Volume : III, Issue : IX, September - 2013

Exploratory Factor Analysis of Customer Voluntary Behaviour in Indian Retail Sector � An Empirical Study

Nidhi Aggarwal , Harmeen Soch

Abstract :

Retail industry is heavily people–based, requiring interaction and coordination of customers and service providers. Due to those unique characteristics of services, customer’s role in organization has become indispensable. The present study examines the factors of customer citizenship behaviour (CCB). To analyse the factors, exploratory factor analysis (EFA). The findings of the article provide insight into multiple helping behavior of customers which are though discretionary in nature, but help in the overall functioning of the organization.