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Customer Satisfaction of Bhatbhatini Supermarket

Autor:   •  September 5, 2018  •  2,548 Words (11 Pages)  •  745 Views

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- Null Hypothesis (Hо): There is a no significant relationship between ambience and customer satisfaction.

Alternative Hypothesis (H1): There is a significant relationship between ambience and customer satisfaction

- Null Hypothesis (Hо): There is a no significant relationship between parking availability and customer preference.

Alternative Hypothesis (H1): There is a significant relationship between parking availability and customer preference.

- Dependent Variable

The dependent variable in the proposed study is the customer perception towards the services of BBSM.

- Independent Variable

The independent variables of the proposed study are Speed of service, ambience, price, food stalls, age group, parking and customer relationship, etc.

- Literature Review

Definition of Customer Satisfaction

Kotler (1997) defines customer satisfaction as follows:

Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a Product’s perceived performance (or outcome) in relation to his or her expectations.

Brown (1992) defines customer satisfaction as:

The state in which customer needs, wants and expectations throughout the product or service's life are met or exceeded resulting in repeat purchase, loyalty and favorable worth-of mouth.

Past Researches conducted on Customer satisfaction

Amy Wong Lianxi Zhou (2006) deals with the service quality and customer satisfaction as determinants of relationship quality. It explains the impact of relationship quality on key relational outcomes (customer loyalty and customer commitment). The findings suggest that the inclusion of the relationship quality construct in the service quality-satisfaction model can further enhance the predictive value of service quality and customer satisfaction.

According to Kim and Jin (2001), customers’ satisfaction and the intention to repurchase result from the customers’ emotional experience during the purchase stage and, hence, from the appraisal of the store’s image. Atmospheric variables influence customers’ satisfaction regardless of shopping orientation; some variables do, however, contribute to satisfaction for specific consumer segments (McKinney, 2004). Customers’ satisfaction or dissatisfaction and intention to repurchase are therefore indicators of the customers’ perception of the store, which, in turn, is created by store image. Customers’ satisfaction or dissatisfaction is prevalent not only in the consumption stage but also while purchasing, thus emphasizing the importance of store image. The greater the satisfaction of the customer during purchasing, the greater the intention to repeat purchase (Chen-Yu & Hong, 2002).

Baker et al. (2002) affirmed that consumers evaluate store image dimensions as reliable information cues about product attributes, price, quality, value and overall shopping experience.

Bitner (1990) reported that consumers concentrate on design and ambient environment cues when evaluating a store.

Shostack, G. Lynn, (1984) has assumed that good service is a function of the particular style of an entrepreneur or business and that it cannot be quantitatively analyzed. It has been suggested that alternative methods of delivery should be examined and means of highlighting tangible evidence of the service for consumers should be identified. The service should make customers feel special, requiring training and performance standards which stress on courtesy and credibility.

Halil Nadiri, Kashif Hussain (2005) describe the zone of tolerance for customers’ service expectations and determine the customer satisfaction level in Northern Cyprus hotels. The findings reveal that the customers visiting Northern Cyprus hotels have a narrow zone of tolerance in services provided by the hotels. The results with respect to gap analysis reveal that there was a short fall in the service quality provided by the hotels in the sample, with the largest gap being found in intangibles.

According to Alok Goel and Seema Erum (2010), customer satisfaction and service quality measurement practices in call centers in India have emerged as a leading player in the global business process outsourcing industry. The findings of the study indicate that it is imperative for call center managers to develop systematic and comprehensive measurement of perceived service quality in order to provide superior call center experience to their customers

Thang and Tan (2003) concluded that stores that provide good service leave shoppers with a more favourable perception which promotes an emprical study on factors influencing store image, satisfaction and loyalty in department stores 51 repeat visits and has a positive impact on consumer purchase behaviour. Miranda et al. (2004) underscored this by concluding that intention to remain loyal to a store is influenced by several factors, including service. Hellier et al., (2003) also showed that customers’ repurchase intention is influenced by service. While the repurchase intention is thus influenced by service quality, Wirtz et al. (2007) stated that the effect of service on consumer behaviour is moderated by emotional arousal. Huddleston et al. (1990), found that mature female consumers’ lifestyle characteristics influence their preferences for services. In contrast, Oates et al. (1996) showed that the perception of the importance of the service dimension is not notably different among elderly consumer segments on the basis of lifestyle. Research results, however, highlight the fact that management should take note of the impact that service can have on consumer behaviour and that the preference for service is influenced by independent consumer variables.

- Research Methodology

- Type of research

This research will be a quantitative (conclusive) research type.

- Source of data

- Primary Source:

Primary data will be collected through a questionnaire including different types of questions such as single response questions, multiple

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