Factors Influencing Customer Satisfaction in a Retail Chain Store in Bangladesh

Abstract

Customer satisfaction is measured using the customers’ expectations with the performance of the goods or services that can meet the needs and desires of the customers. The purpose of this research study is to identify the factors which contribute most to customer satisfaction. This research is supported by Likert scale questionnaires which are distributed to 200 respondents who visited the store, and it is regarded as primary data. Secondary data were collected from published books, various published articles, and websites. Data analysis was done using descriptive statistics as well as exploratory and confirmatory factor analysis. IBM SPSS 23 was used for data analysis, and the relatively important index is evaluated using Microsoft Excel and Microsoft Word 2016. Results obtained from the analysis exhibit 66% of buyers are pleased, and 34% of buyers are displeased with the services offered by the chosen retail store. By means of factor analysis, six underlying factors that increase client happiness greatly were found and defined as: Shopping Tendency, Ease of Shopping, Marketing Strategy, Demographic Factor, Competitive Excellence, and Shop Management. Regression analysis was performed, and it was observed that except for “Shopping Tendency” and “Marketing Strategy”, all other factors have a greater influence on “Overall Customer Satisfaction.