Customer Satisfaction of Supermarkets in Rupandehi

Authors

  • Menaka Khanal MBA-BF Scholar of Lumbini Banijya Campus, Tribhuvan University, Nepal
  • Suresh Sapkota Assistant Professor of Lumbini Banijya Campus, Tribhuvan University, Nepal

DOI:

https://doi.org/10.3126/ljbe.v10i1-2.54208

Keywords:

customer satisfaction, supermarket, service, price

Abstract

Customer satisfaction is the degree of satisfaction provided by the goods or services of a company as measured by the number of repeat customers. It is also the marketing term that measures how products or services supplied by a company meet a customer’s expectations. This study has developed a theoretical framework to analyze the customer satisfaction of supermarkets in Rupandehi district with the major defining variables service delivery, other facilities, product variety and product price. The findings of a sample set of respondents (380) analyzed using multiple regression analysis indicate  that customers are satisfied with service delivery, product variety and other facilities, while they are not satisfied with product price. The study concluded that most preferred factor for customer to visit supermarket is product variety and availability. Most important factor that peoples consider for the satisfaction of supermarket are product variety, product price and service delivery. Other facility provided by the supermarket has not significant effect on the customer satisfaction.

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Published

2022-12-31

How to Cite

Khanal, M., & Sapkota, S. (2022). Customer Satisfaction of Supermarkets in Rupandehi. The Lumbini Journal of Business and Economics, 10(1-2), 88–108. https://doi.org/10.3126/ljbe.v10i1-2.54208

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Articles