Determinants of the Factors Affecting the Customer Satisfaction in Super Market Industry in Sri Lanka

Abstract

customer satisfaction and service quality are crucial factors when defining organizational success. The winning approach in brining success is to serve the best quality to the customers. The current situation requires improvements of customer satisfaction of the supermarket industry of Sri Lanka have come under limelight due to the competition where super markets are trying to gain competitive advantage through the human factor. Excellent customer satisfaction does not only mean higher profits but also acts as a challenge for the employees to perform to their maximum abilities to meet the competition. By serving customers with the best quality products, organizations can maintain and expand their customer base and this will cause an increase in customers' confidence and competitive advantages among the market leaders. This study examines the effects of various factors of the supermarket industry which affects customer satisfaction. The purpose of the study is to determine the factors affecting customer satisfaction in the super market Industry in Sri Lanka. Learning of this study would help to identify the areas which are need to be improved in order to improve overall customer satisfaction and service quality in order to gain customer satisfaction. In this research paper, the relevant data were gathered through a self-administered questionnaire from 300 respondents. Univariate descriptive analysis has been carried out. Chi-square test and Fisher's Exact test has been carried out in doing hypothesis testing. Multinormial logistic regression approach has been used in data related to customer satisfaction. It of great importance to understand how to satisfy customers as it seems to be the key success factor in modern organizations. Service quality, knowledge of the staff, support given by the staff, recommendations and the attire of the staff variables were significant in the model. The recommendations are given to improve the service quality in order to increase the customer satisfaction which helps the super markets to attract more customers in future.