Customer satisfaction level in supermarket chain in Bangladesh : an exploratory study
AHMED, ELIASH (2024)
AHMED, ELIASH
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052816670
https://urn.fi/URN:NBN:fi:amk-2024052816670
Tiivistelmä
The level of customer satisfaction is crucial since it shows whether your consumers appreciate what you are doing. According to previous studies, it is noticed that elevated levels of customer satisfaction contribute to higher retention, lifetime value of customers, and an improved business image. Based on these business benefits, this study aims to study the four selected supermarkets chain in Bangladesh to investigate its customer satisfaction level. From the study it is noticed that there are several factors such as income level, health and safety, products prices, service level, staff behaviors, location, car parking facilities, etc., are considered as the deciding factors to measure the customer satisfaction level. It is also observed from the study that several factors impact more than others to contribute to overall customer satisfaction level.
This study considered a questionnaires survey approach both conducted by face-to-face and online survey. Out of 350 sent questionnaires 210 customers were responded to the survey, indicating a 60% response rate, which was considered a satisfactory rate for this type of survey. The study was very much useful to improve the overall sales in the supermarkets in Bangladesh. It is strongly believed that this study will contribute to improving the customer satisfaction level and competitiveness of the supermarket business chain in Bangladesh. This study can be extended to future with a special focus on considering more sample size as well as wider spectrum of supermarket chains in other large cities in Bangladesh. Moreover, this study can be extended by adopting various available customer satisfaction measurement tools to get accurate measures that contribute to adopting specific strategies in the wider business domain.
This study considered a questionnaires survey approach both conducted by face-to-face and online survey. Out of 350 sent questionnaires 210 customers were responded to the survey, indicating a 60% response rate, which was considered a satisfactory rate for this type of survey. The study was very much useful to improve the overall sales in the supermarkets in Bangladesh. It is strongly believed that this study will contribute to improving the customer satisfaction level and competitiveness of the supermarket business chain in Bangladesh. This study can be extended to future with a special focus on considering more sample size as well as wider spectrum of supermarket chains in other large cities in Bangladesh. Moreover, this study can be extended by adopting various available customer satisfaction measurement tools to get accurate measures that contribute to adopting specific strategies in the wider business domain.