The Importance of Customer Satisfaction in the Retail Sector: A Supermarket Case

Supermarket shopping is often categorized as a self-service retail environment. For supermarket retailers wanting to build relationships with their customers, being able to track their levels of ‘satisfaction’ with the key elements of the supermarket environment like lighting, ventilation, delivering high quality and fresh products, customer services are extremely important.This paper consists of two parts. In the first part, today’s competitive environment, focused on the importance of customer satisfaction, and by examining some similar studies on the subject, the findings have been trying to put forward in the light of literature.In the fieldwork of the study, a face to face survey method was utilised to determine key variables that create customer satisfaction in one branch of a Turkish supermarket chain. Supermarket customers were asked to rate how satisfied with the particular items as provided by the retailer like store environment, delivering quality and fresh products, customer services etc. Findings have been obtained through statistical analysis. As a result, all dimensions were found to have an effect on customer satisfaction. In the conclusion, findings were evaluated and recommendations were developed.


Customer satisfaction, Retail sector, Supermarket chains

Author : Mustafa BOZ - & Murat Çakırkaya & Polat Yücekaya
Number of pages: 866-881
Full text:
Journal of Academic Value Studies (JAVStudies)
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