Evolution of retail business cycles to enhance customer satisfaction in the E-commerce era: A study in Pune district

Abstract

The evolution of retail through E-commerce has significantly disrupted traditional retail business cycles, particularly in urban regions like Pune. This study, conducted in the Pune district of Maharashtra, investigates the strategic changes adopted by traditional retailers to maintain and enhance customer satisfaction in the face of rising digital competition. Adopting a descriptive and exploratory research design, the study captures both the measurable patterns and underlying shifts in retail practices. Data was collected from a sample size of 110 participants, comprising 55 traditional retail shop owners and 55 consumers, using a mix of structured Google Forms and in-depth interviews. The research focuses on key operational transformations such as the implementation of home delivery services; adjustments in inventory based on customer preferences, introduction of digital feedback system and increased reliance on online platforms. These findings reflect the growing adaptability of local retailers and offer meaningful insights into how business cycles are being redefined to improve customer satisfaction and ensure long-term competitiveness in an increasingly digital marketplace.