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Customer Satisfaction towards Retailers: ICA, ICA NÄRA and COOP FORUM
Gotland University, School of the Humanities and Social Science.
Gotland University, School of the Humanities and Social Science.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the midst of stiff and fierce competition and increased number of grocery retail outlets providing a variety of products, customers have become accustomed to patronizing multiple outlets. Retailers have recognized this trend and are of the view that customer satisfaction plays a role in the success of business strategies. Therefore it has become important for grocery retail stores to try and manage customer satisfaction.

This paper was thus developed to investigate the satisfaction levels of customers in supermarkets. Data was collected from three supermarkets in Visby, Gotland. The study examined the importance of overall dimensions and specific elements of customer satisfaction towards the measurement of satisfaction levels. In addition, comparative analysis was conducted between the three relative grocery stores. Customer satisfaction levels were measured. The highest percentage of customers of the whole sample belonged to medium level of satisfaction. The statistical result concluded that customers of ICA Nära and customers of ICA were higher satisfied than those of Coop Forum. The results showed that customers felt satisfied with Location, Staff courtesy and Reliability of supermarkets as the top aspects that drive satisfaction while additional services were ranked lowest. Due to these results, the impact of these attributes on Customer satisfaction must not be underestimated.

Place, publisher, year, edition, pages
2011. , 61 p.
Keyword [en]
Customer Satisfaction, Dimensions of Satisfaction, Customer Satisfaction Levels
National Category
Business Administration
URN: urn:nbn:se:hgo:diva-1005OAI: diva2:428996
Subject / course
Business Administration
Educational program
Master Program in International Management
Social and Behavioural Science, Law
Available from: 2011-08-26 Created: 2011-06-17 Last updated: 2013-07-01Bibliographically approved

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Lu, Phuc HongLukoma, Ian
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