Factors effecting costomer satisfaction in supermarkets and an application in Düzce for measuring customer satisfaction

ABSTRACTFACTORS EFFECTING CUSTOMER SATISFACTION INSUPERMARKETS AND AN APPLICATION IN DÜZCE FOR MEASURINGCUSTOMER SATISFACTION.Seyda FA KO LUMaster ThesisBusiness DepartmentThesis Adviser : Ass. Prof. Dr.Ruziye COPSeptember, 2005, 145 pagesMeeting the needs and demands of consumers and pleasing the comsumersin the retail sector where there is a growing competition is extremely important forall companies. The aim of this study is to reveal the degree of customers satisfactionrelated to supermarket applications which have a significant role in the retailmentsector.In the first chapter, the main concepts about retailment, the development ofretailment, and kinds of retail organizations are studied. The second chapterdescribes the features of supermarkets the number of which increases day by day.After summarizing the development of supermarkets both in Turkey and in theWorld, supermarkets are compared with other retail organizations.In the third chapter of the study, customer satisfaction and especially thefactors effecting the customer satisfaction in supermarkets are examined. In thischapter, the main factors effecting the customers satisfaction are discussed under sixtitles: personel behaviours, appealing factors for selling, pricing, customer services,shopping-faciliating factors and physical properties.In the fourth chapter, information about the research made in Düzce forrevealing the supermarket customer satisfaction levels are given. Furthermore, afteranalysing the data derived from the questionaire applied to the customers by usingthe software SPSS, various result obtained from the application are presented. Thedata are evaluated by applying Factor Analysis and Anova tests. As a consequenceof the Factor Analysis, 27 factors effecting the supermarket customer satisfactionsare classified under six main factor groups. By applying Anova tests it is searchedthat; are there meaningful differences between customers demographic propertiesand their factor perceptions.