Customer satisfaction measurement in the retail sector: A study on discount markets

In accordance with the increase of competition in retailing sector, customer satisfaction with modern marketing approach has gained importance. In recent years as a requirement in the concept of modern marketing, discount markets this has an increased volume in retailing sector markets forefront the customers? satisfaction. Therefore price will be not the only battle card within the retailing market.This research aims to determine the rapid growth in retailing sector on customer satisfaction level and defines the perception of the customers different demographic characteristics. In the first part of this study an introduction has been given with a general statement.In the second part of the study the basic concepts related to retailing sector are defined and information about development of retailing and retailers? formats are given.In the third part of the study information of the study will be given about the increasing importance of customer satisfaction within the modern marketing approach. The factors that could affect the customer satisfaction I retailing sector are also taken into account.At the fourth part of the study, the research aims to determine the factors affecting the satisfaction ranks of the discount market customers and to what extend the customers satisfied with them. The data was collected by a survey and the findings were analyzed and tested by SPSS statistics program. These findings were represented on the tables. The t test and the Anova were used for defining to find out the difference between the perception of the factors affecting the satisfaction and the demographic characteristics of the customers.At the final part, the conclusion of the whole study is done and the suggestions are specified that will lead the way to the improvement of the sector.