Business Excellence, Vol. 17 No. 1, 2023.
Preliminary communication
https://doi.org/10.22598/pi-be/2023.17.1.99
RESEARCH ON CUSTOMER IMPORTANCE AND SATISFACTION WITH ELEMENTS OF RETAILERS’ OFFER
Miroslav Mandić
orcid.org/0000-0001-6118-6687
; Faculty of Economics and Business, University of Zagreb, Croatia
Abstract
The goal of the paper was to determine, by conducting continuous research,
which elements of the offer of retailers are important to customers and how satisfied they
are with each of those elements. For the purposes of the paper, qualitative research was
conducted (in 2022) on a sample of 30 respondents, with 5 respondents from each age
group (18-24, 25-34, 35-44, 45-54, 55-65 and 66 and over). The aim of the qualitative
research was to find out important elements of the offer of retailers for the respondents,
disregarding the price. After the qualitative research, two quantitative research were
conducted. First in 2022 (n = 361) and second in 2023 (n = 394). In both studies, a
nonprobability quota sample was used. In both studies, the same questionnaire was used,
in which a Likert scale (of five degrees) was used. The elements of the offer that retailers
need to improve the most in order to increase customer satisfaction are freshness of
products (e.g., fruit and vegetables), availability of fresh fruit and vegetables, quality of
available products, neatness of the store interior. The contribution of the paper comes
from presenting important results of two quantitative studies.
Keywords
customer satisfaction; retail; supermarkets.
Hrčak ID:
304677
URI
Publication date:
26.6.2023.
Visits: 373 *