Customer Satisfaction of Retail Chain Stores: Evidence from Bangladesh

As retail chain store business is gaining popularity very quickly, people engaged in this sector should pay special attention to the growth of this sector. The present study aims at determining the factors constituting customer satisfaction of retail chain stores in Bangladesh. Customer satisfaction of this sector can be a pivotal indicator of how well the stores are meeting the expectations of the customers. Customers of three big retail chain stores have been interviewed for the study. From the results, it was determined that the model satisfactorily explains customer satisfaction and that retail chain store owners and managers should focus on four major elements – responsiveness, product quality, physical design and pricing policies if customer satisfaction is to be treated as a strategic variable. The present study found that responsiveness and product quality were most important to customers followed by price and physical design. Location didn’t have a significant effect on customer satisfaction although the exploratory analysis and the secondary research supported it.