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CUSTOMER SATISFACTION MEASURING IN DRUG STORES IN ZAGREB

Tomislav Šušnjar ; HAC d.o.o.
Ana Zakarija ; Porezna uprava Ministarstva fi nancija Republike Hrvatske

Sažetak

The subject of this paper is to investigate customer satisfaction with services in drug stores in city of Zagreb. The research is based on primary data collection by use of survey questionnaire. In the first part customer satisfaction with drug stores services was measured. The second part consisted of respondents’ demographic characteristics and buying habits at news stands. Empirical research was conducted on a sample of 408 customers in drug stores in the city of Zagreb. In an analysis of collected data descriptive methods of statistical analysis, T-test and variance analysis were used. Test results show that respondents most frequently purchase goods in Drogerie Markt (DM) and Mueller. Respondents were most satisfied with working hours, gift wrapping and the number of parking spaces, while they are least satisfied with free samples, product price and various discounts and special offers. Given the surveyed drugstore, results show that for each measured element of satisfaction there is a statistically significant difference between the various drug store chains. Due to the frequency of purchasing, respondents who went shopping several times a week are significantly dissatisfied compared to other respondents in terms of shop premises attractiveness,
visibility, and spatial distribution, the atmosphere in the store, courtesy of staff , the availability of staff , free samples and overall service. The information obtained in this study can be useful to existing information about customer satisfaction in commerce.

Ključne riječi

measuring customer satisfaction; demographic characteristics; drug store; statistical analysis; overall service

Hrčak ID:

170762

URI

https://hrcak.srce.hr/170762

Datum izdavanja:

15.12.2016.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.190 *