CUSTOMER SATISFACTION: A STUDY OF SUPERMARKETS IN NEPAL

Abstract

The research entitled “Customer Satisfaction: A Study of Supermarkets in Nepal” is carried out to study the various attributes of supermarket and their impact on customer satisfaction. This research will also classify the feature into different class according to their influence on customer satisfaction, based on which supermarkets can take the customer related decision. Supermarkets are in fierce competition with one another. They need to be able to draw in and keep consumers if they want to increase earnings and stay competitive. Shop qualities have a big impact on the choice, satisfaction, and purchasing decisions made by customers. Consequently, it is vitally crucial for supermarkets to have a comprehensive grasp of the retail qualities that draw customers. As a result, a large range of shop characteristics and their significance have been determined. Although qualities are crucial in determining customer happiness, the link between attributes and satisfaction is not linear, and not all store features have the same impact on customer satisfaction. This study will shed light on the significance of each element and assist in categorizing the qualities according to their relevance to the needs of the target market and priorities. Literature review served as the foundation for the theoretical framework. Product, price, customer engagement, convenience, service, and in-person interaction are the dependent factors. Data for the descriptive analytical study were gathered via questionnaires, and SPSS was utilized for data analysis. The attribute was prioritized by the research based on needs and the recommendation that the expenditure be made. The supermarket's patrons are the study's respondents. In order to understand how customers perceive shopping aspects and how they affect their satisfaction in Nepalese supermarkets, the opinions of 300 respondents were evaluated. Step-wise regression and Kendall's tau-b, two non-parametric tests, were used to examine the association between shopping variables and customer satisfaction in Nepalese supermarkets. Descriptive research has been done in order to get information about various factors. The study focused on the primary data analysis, which involved distributing a questionnaire online. For the study, 300 samples are taken based on the population.

The study shows that price, product and customer interaction have positive effect on customer satisfaction. Likewise, convenience, physical appearance and service have positive impact on customer satisfaction. The study also reveals that service and convenience have a significant and positive impact on the customer satisfaction. The study concludes that better price and visibility of the product influence the customers in Nepalese supermarkets. Similarly, the study also concludes that the most influencing factor for customer is personal interaction of the employee with the customers and the convenient that the customers feel in the supermarket in order to find the products in the supermarket.