Professional Documents
Culture Documents
16 Chapter6 PDF
16 Chapter6 PDF
6
CUSTOMER SATISFACTION LEVEL OF TRIVENI
SUPERMARKETS
6.1 Variables selected for the study of customer satisfaction survey.
6.2 Assessment of the Level of Customer Satisfaction of Triveni
C o n t e n ts
Customer satisfaction is the core aspect behind the success of any firm.
Assessing and evaluating the level of customer satisfaction will certainly point
to the strengths and weaknesses of a firm. It will help to understand the place
where it stands and can frame concrete plans for ensuring success in future.
Marketing firms must satisfy customers by understanding their needs and
expectations by assessing the satisfaction level of their customers at frequent
intervals (Philip Kotler & Armstrong . 2002). While doing this, a retailing
firm may assign due importance to products and services as retailing is an
amalgam of products and services. Here, it is attempted to assess the
customer satisfaction level of Triveni supermarkets with six factor variables
by using twenty retail variables based on confirmatory factor analysis
procedure with the scores obtained through a customer satisfaction survey by
using five point Likert scale. When the variables are presented in the
instrument under the head ‘factors’, we use confirmatory factor analysis as
there is no necessity to use exploratory factor analysis as data reduction
technique (Andey Field -2005)2. Confirmatory factor analysis requires a
priori specification of the number of factors, their composition, and
317
Chapter -6
covariation. In this type of analysis, four steps are accepted, step one: select
variables and specify a priori factor structure, step two: relate variables to
constructs, step three: test fit of hypothesized factor structure with data, and
fourthly accept or reject hypothesized results. Accordingly, to assess the
level of customer satisfaction of Triveni customers, twenty variables in
different dimensions are selected. Mean scores of retail related variables and
their standard deviations are drawn to assess the mean difference for
identifying individual variables that provide maximum and least satisfaction
to respondents. But, mainly, factor variables are used in the study for
assessing the level of customer satisfaction of Triveni customers. To assess
satisfaction level at factor levels, six priori factors are fixed and factor level
mean scores are drawn. Factor level means are the sum of mean scores of all
the variables being included in specific factors. Three way ANOVA
(Analysis of Variance), the appropriate statistical test is used in the study to
test hypotheses and identify mean differences between regions, residential
area and income level of customers with respect to the responses of
respondents. This helped to identify whether a significant variation exists in
the level of customer satisfaction among regions, residential areas and
income levels of customers of Triveni Supermarkets.
318
Customer Satisfaction Level of Triveni Supermarket
B. Assortment of goods
1) Range of provisions and groceries
2) Range of personal and home care items
D. Price of goods.
1) Price of food and groceries
2) Price of personal and home care items
3) Price of other convenience goods
319
Chapter -6
320
Customer Satisfaction Level of Triveni Supermarket
321
Chapter -6
322
Customer Satisfaction Level of Triveni Supermarket
Table 6.1 shows the mean score obtained and standard deviation of
selected retail variables for the assessment of the satisfaction level of
customers of Triveni Stores. Variables given in bold letters in the above table
are Confirmatory Retail Factors, which are used to determine the level of
satisfaction of Triveni customers. Before proceeding to the level of customer
satisfaction on factor level, the scores of individual variables are considered
for assessing the variable level customer satisfaction. As per the above table,
among the retail variables studied, ‘Price of other convenience goods’ has got
the highest mean score (4.73) shows the highest level of consumer satisfaction.
It is followed by the variable ‘Price of personal and home care items’ (4.71)
and the third highest score obtained is in favour of ‘Price of food and grocery’
(4.66). It shows the consumers of Triveni Supermarkets are highly satisfied
with the price charged on goods dealt by them. This also reveals that they
supply goods at reasonable prices to the customers. The mean value of retail
variable ‘Arrangement of goods’ (4.50) was high and so it is inferred that
customers are highly satisfied with the arrangement or suitability of goods
placed on the racks which eased self service. Arrangement of goods suitable
for self service is one of the basic requisites for supermarkets.
Variables ‘Space lay out in the store’ also has a high mean score (4.48)
shows that customers are highly satisfied with the passage space between
racks in the store, the arrangement of bill counters, the arrangement of racks,
etc in Triveni Supermarkets. Retail variables such as ‘Attractive display’
(4.33), ‘Quality of other convenience goods’ (4.32), ‘Freshness of goods’
(4.29), ‘Package’ (4.27), Quality of food and grocery’(4.26), ‘Support
facilities’(4.13), and ‘Cleanliness in the store’ (4.10) have also got mean value
above 4, and shows the customers are satisfied at highest level
323
Chapter -6
324
Customer Satisfaction Level of Triveni Supermarket
One sample t-test is used to test whether the observed mean of the factor variables
are significantly different from the standard values. Therefore, standard value is
the central value of the instrument needed for measuring the level of satisfaction
of consumers of Triveni supermarkets. Considering the number of variables
included in the factor variables, the standard values (Central value of the scale X
number of variables included in the factor) were; Quality and Attractiveness of
goods = 18, Assortment of goods=6, Service &staff dedication=6, Price of
Goods=9, Promotion &customer education =9 and Cleanliness &infrastructure =12.
Following hypotheses are validated in this respect.
Hypothesis 1
1. H0: There is no difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.
H1: There is difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.
325
Chapter -6
(moderate level)
factor variables
No. of variable
Standard value
Mean scores of
Std. deviation
in the factor
(2 tailed)
t-values
Sig.
Quality and Attractiveness 6 18 25.986 2.163 76.712 .000
of Goods
Assortment of Goods 2 6 7.238 1.902 13.408 .000
Service & Staff Dedication 2 6 7.025 1.899 11.222 .000
Price of Goods 3 9 14.109 1.312 80.934 .000
Promotion & Customer 3 9 8.842 2.809 -1.165 .245
Education
Cleanliness & 4 12 16.662 1.714 56.523 .000
Infrastructure
Source: Primary data
Table 6.2 depicts the mean scores of retail factors, which shows the
customer satisfaction level of Triveni Supermarkets. Satisfaction level
regarding the factor ‘Quality and Attractiveness of Goods’, the mean score is
25.986 and std. deviation is 2.163. The result of one sample t-test shows a
significant difference between the observed mean and the standard mean (t-test
value= 76.712 with p= 0.000 < 0.05) and the null hypothesis is rejected.
Considering the mean value of the factor variable (cumulative mean value of
the six variables included in the factor), it seems that the customers of Triveni
Stores are highly satisfied with respect to the factor variable ‘Quality and
Attractiveness of goods’. Among the retail variables included in this factor
(Quality and Attractiveness of Goods), the variable ‘Arrangement of goods’
has more mean value (4.50 as per table 6.1). This shows that customers are
326
Customer Satisfaction Level of Triveni Supermarket
highly satisfied with the arrangement of goods in Triveni Stores, because the
arrangements help them for self service as well as to choose products easily.
327
Chapter -6
to be rejected in this case also. It is very important to note that the factor
‘Price of Goods’ obtained the highest average mean score while considering
all other factors. Therefore, it is inferred that customers are highly satisfied
with the ‘pricing method’ of Triveni Stores.
328
Customer Satisfaction Level of Triveni Supermarket
No. of variables in
Factor Variables
Factor Variables
Satisfaction level
Mean Scores of
Mean Scores of
Comparative
the factors
Retail Factors
Rank
Quality and Attractiveness of 25.986 6 4.331 2 Highly
Goods Satisfied
Assortment of Goods 7.238 2 3.619 4 Satisfied
Service & Staff Dedication 7.025 2 3.512 5 Satisfied
Price of Goods 14.109 3 4.703 1 Highly
satisfied
Promotion & Customer 8.842 3 2.947 6 Moderately
Education satisfied
Cleanliness & Infrastructure 16.662 4 4.165 3 Highly
Satisfied
Total Satisfaction Level 79.892 20 3. 991 - Satisfied
Source: Primary data
While comparing all the six retail factors, customers are highly satisfied
with factor ‘Price of Goods’ (average score 4.70), followed by “Quality and
Attractiveness of Goods’ (average score 4.33), ‘Cleanliness and Infrastructure’
(4.16). In the case of factors ‘Assortment of Goods’ (3.62), ‘Service and Staff
Dedication’ (3.51), customers found satisfied. Customers found to be moderately
satisfied with the factor ‘Promotion and Customer Education’ (2.94). Considering
all factor variables together, the customers of Triveni Supermarkets are at a
satisfied level (3.991). Considering the weighted average mean scores obtained
for the six factor variables as per the table 6.2.1, ‘Price of Goods’ is far ahead of
other factors, shows the best pricing method they follow. However, ‘Quality and
Attractiveness of Goods’ and ‘Cleanliness and Infrastructure of Triveni
Supermarkets’ are also highly accepted by their customers.
329
Chapter -6
330
Customer Satisfaction Level of Triveni Supermarket
331
Chapter -6
332
Customer Satisfaction Level of Triveni Supermarket
In the case of residential area as per the above ANOVA Table, F=.328
with df 2, 423, P=.720>.05 shows that no significant difference exists in mean
values of the factor variable ‘Quality and Attractiveness of Goods’ among
urban, semi-urban and rural areas. The null hypothesis for the area is
accepted here.
333
Chapter -6
334
Customer Satisfaction Level of Triveni Supermarket
Table 6.11 Three way ANOVA- for factor variable ‘Assortment of Goods’
Tests of Between-Subjects Effects
Type I Sum of Mean
Source Df F Sig.
Squares Square
Region 241.477 2 120.738 39.308 .000
Resi. Area 40.350 2 20.175 6.568 .002
Monthly income 7.325 4 1.831 .596 .666
Error 1299.289 423 3.072
Total 24223.000 432
Corrected Total 1588.442 431
a. R Squared = .182 (Adjusted R Squared = .167)
Source: Primary data
335
Chapter -6
336
Customer Satisfaction Level of Triveni Supermarket
exists a significant difference in the mean scores among three regions. The table
of ANOVA reveals that region wise and area wise variation in the mean scores of
factor-Assortment of Goods on consumer satisfaction level of Triveni stores is
significant at 5 percent level of significance. Region wise, F =39.308, with
df 2, 423, P=0.000 <0.05 indicates that there is significant difference among
the selected three regions of Kerala and so the null hypothesis is rejected.
Comparing the mean score, (Table 6.9) it is observed that the difference
between rural, urban and semi-urban areas is significant. The mean score of
semi- urban areas seems higher than that of other areas of residence. The
ANOVA table shows residential area wise, F = 6.568, with df 2, 423, P=.002
(P < .05) and it indicates that there exists a significant difference among the
urban, semi-urban and rural areas. Hence, null hypothesis is rejected.
The Post Hoc Test (table 6.12) substantiates the result that there exists a
significant variation between the central and the southern regions, the central
and the northern region and the southern and the northern regions (P < .05).
The result of Post Hoc Test (Table 6.13) gives out that there exists a
significant variation between urban and semi-urban areas (P < .05) and semi-
urban and rural areas (P < .05). However, the variation between rural and
urban areas is not significant (P>.05).
337
Chapter -6
This shows that the assortment goods in the southern region and semi-urban
areas is comparatively better than that of other regions and areas. The central region
is found to be far behind in the assortment of goods as per the responses of
respondents. This may be because the central customers having more awareness
about products. Rural people also reported that the size of assortment is inadequate
in the stores. The major reason may be the smallness of stores in rural areas.
Hypothesis IV
1. H0: There is no difference in the level of satisfaction related to
Service and Staff Dedication among regions.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among regions.
338
Customer Satisfaction Level of Triveni Supermarket
339
Chapter -6
Table 6.17 Three way ANOVA for factor variable ‘Service and Staff Dedication’
Tests of Between-Subjects Effects
Source Type I Sum of Squares Df Mean Square F Sig.
Region 252.921 2 126.461 42.497 .000
Area 36.600 2 18.300 6.150 .002
Monthly income 6.454 4 1.613 .542 .705
Error 1258.745 423 2.976
Total 22877.000 432
a. R Squared = .190 (Adjusted R Squared = .175)
Source: Primary data
Table 6.18. Post Hoc Test for Region of Customers: Factor Variable ‘SERVICE
AND STAFF DEDICATION’
Multiple Comparisons
LSD
95% Confidence
(I) Regions (J) Region Mean
Interval
of of Difference Std. Error Sig.
customer customer (I-J) Lower Upper
Bound Bound
Central Southern -.4931* .20330 .016 -.8927 -.0935
*
Northern -1.8125 .20330 .000 -2.2121 -1.4129
*
Southern Central .4931 .20330 .016 .0935 .8927
*
Northern -1.3194 .20330 .000 -1.7190 -.9198
*
Northern Central 1.8125 .20330 .000 1.4129 2.2121
*
Southern 1.3194 .20330 .000 .9198 1.7190
Based on observed means.
The error term is Mean Square (Error) = 2.976.
340
Customer Satisfaction Level of Triveni Supermarket
Table 6.19 Post Hoc Test for Residential Area of Customers of Triveni stores:
Factor Variable ‘Service and Staff Dedication’
Multiple Comparisons LSD
95% Confidence
Mean
(I) Areas of (J) Areas of Std. Interval
Difference Sig.
customers customers Error Lower Upper
(I-J)
Bound Bound
Urban Semi-urban -.2569 .20330 .207 -.6565 .1427
*
Rural .4306 .20330 .035 .0310 .8302
Semi-urban Urban .2569 .20330 .207 -.1427 .6565
*
Rural .6875 .20330 .001 .2879 1.0871
*
Rural Urban -.4306 .20330 .035 -.8302 -.0310
*
Semi-urban -.6875 .20330 .001 -1.0871 -.2879
Based on observed means.
The error term is Mean Square(Error) = 2.976.
*. The mean difference is significant at the .05 level.
Source: Primary data
Evaluating the means, (Tables 6.14) it is found that mean scores of the
northern region (7.903) is more than that of other two regions and there exists
a significant difference in the mean scores among the three regions. The
ANOVA (table 6.17) reveals that region wise and area wise variation in the
mean scores of factor-‘Service and Staff Attitude’ is significant at 5 percent
level of significance. Region wise, F =42.49 with df 2,423, P=.000 < .05
shows that there is significant difference among the three regions, i.e the
central, the southern and the northern. In this case, the null hypothesis
framed for region is rejected.
Considering the mean scores obtained for residential areas for assessing
the satisfaction level of customers of Triveni outlets on factor ‘Service and
Staff Attitude’ (table 6.15), it is observed that the mean score of semi-urban is
(7.213) found to be higher than the mean scores of other two areas and so it is
clear that there exists a significant difference in the satisfaction level among areas.
341
Chapter -6
Residential area wise, F=6.150, with df 2, 423, P=.002 < .05 (table 6.17) and
the null hypothesis for area is found rejected. This indicates that there exists
significant difference in the level of customer satisfaction among urban, semi-
urban and rural areas.
The Post Hoc Test substantiates the results by pointing out the existence
of significant difference between the central and the southern, the central and
the northern and the southern and the northern (P < .05) regions. For this
reason we are compelled to believe that the level of customer satisfaction on
retail factor- ‘Service and Staff Attitude’ of Triveni supermarkets is higher in
the northern region than in the other two regions.
The result of Post Hoc Test on area reveals that there has been significant
difference between urban and rural (P < .05) and semi-urban and rural (P < .0).
But variation between urban and semi urban is not significant (P > .05). This
means that the level of customer satisfaction on factor variable ‘Service and
Staff Attitude’ is higher in semi-urban areas (7.213) than in urban (6.920) and
rural areas (6.496).
342
Customer Satisfaction Level of Triveni Supermarket
means, means of areas and means of income groups have been drawn as under.
By using three way ANOVA, F values, mean square and probability level are
calculated in the table 6.23. Post Hoc tests of multiple comparisons were
applied here to identify the regions where mean variation exists at statistically
significant levels. The following hypotheses are developed and validated with
respect to the factor ‘Price of Goods’ in Triveni Stores.
Hypothesis V
343
Chapter -6
Table 6.23 Three way ANOVA for Factor Variable ‘Price of Goods’
Tests of Between-Subjects Effects
Source Type I Sum of Squares df Mean Square F Sig.
Region 41.838 2 20.919 12.724 .000
Area 2.412 2 1.206 .734 .481
Monthly income 2.177 4 .544 .331 .857
Error 695.460 423 1.644
Total 86735.000 432
a. R Squared = .063 (Adjusted R Squared = .045)
Source: Primary data
344
Customer Satisfaction Level of Triveni Supermarket
Table 6.20 depicts the means of the factor variable ‘Price of Goods’ region
wise. It is seen that the mean score of the northern region (14.524) is higher than
that of the other two regions and there exists a significant difference in the mean
scores among the three regions. To substantiate this notion, F-Test is resorted and
ANOVA (table 6.23) computation shows that region wise variation in the mean
scores of the factor variable –‘Price of Goods’ is significant at 5 percent level of
significance and so the null hypothesis for the region is rejected. It also reveals
that area wise and income wise variation in the mean scores of the factor variable-
‘Price of goods’ is not significant as the P value is more than 0.05.Considering
this, in both the cases, null hypotheses for area and income are accepted. And
so, it seems that there is no statistically significant difference in the case of the
level of customer satisfaction ( highly satisfied) on the factor variable ‘Price of
Goods’ among different areas and income levels of customers of Triveni Stores.
345
Chapter -6
Hypothesis VI
1. H0: There is no difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.
H1: There is difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.
346
Customer Satisfaction Level of Triveni Supermarket
Table 6.25. Estimated Marginal Means of the Regions of Customers of Triveni Stores
Dependent Variable: PROMOTION AND CUSTOMER EDUCATION
Region of 95% Confidence Interval
Mean Std. Error
customer Lower Bound Upper Bound
Central 8.415 .238 7.948 8.882
Southern 11.368 .247 10.882 11.854
Northern 7.377 .255 6.875 7.878
Source: Primary data
347
Chapter -6
Table 6.28 Three way ANOVA for factor variable ‘Promotion and Customer
Education’
Tests of Between-Subjects Effects
Type I Sum of
Source df Mean Square F Sig.
Squares
Region 1257.088 2 628.544 128.948 .000
Area 71.691 2 35.846 7.354 .001
Monthly income 10.643 4 2.661 .546 .002
Error 2061.875 423 4.874
Total 37180.000 432
a. R Squared = .394 (Adjusted R Squared = .382)
Source: Primary data
Table 6.29 Post Hoc Test for Region of customers: Dependent variable –
Promotion and Customer Education.
348
Customer Satisfaction Level of Triveni Supermarket
Table 6.30 Post Hoc Test- Residential Area of Customers of Triveni stores : Dep.
Vari. PROMOTION AND CUSTOMER EDUCATION Method- LSD
Multiple Comparisons
Area of Area of Mean Std. 95% Confidence Interval
Difference Sig.
customers customers Error Lower Bound Upper Bound
(I-J)
Urban Semi-urban .8750* .26019 .001 .3636 1.3864
349
Chapter -6
Table 6.31 Post Hoc Test –Income of customers of Triveni stores: Dep.Var:
PROMOTION AND CUSTOMER EDUCATION LSD
Multiple Comparisons
95% Confidence
(I) Monthly (J) Monthly Mean
Std. Interval
income of income of Difference Sig.
Error Lower Upper
customers customers (I-J)
Bound Bound
less than 5000 5000-10000 .4286 .88509 .628 -1.3112 2.1683
10000-20000 1.1747 .85188 .169 -.4998 2.8492
20000-30000 1.3709 .85360 .109 -.3070 3.0487
Above 30000 1.4231 .88887 .110 -.3241 3.1702
5000-10000 less than 5000 -.4286 .88509 .628 -2.1683 1.3112
*
10000-20000 .7461 .34118 .029 .0755 1.4168
*
20000-30000 .9423 .34543 .007 .2633 1.6213
Above 30000 .9945* .42518 .020 .1588 1.8302
10000-20000 less than 5000 -1.1747 .85188 .169 -2.8492 .4998
5000-10000 -.7461* .34118 .029 -1.4168 -.0755
20000-30000 .1962 .24828 .430 -.2919 .6842
Above 30000 .2484 .35086 .479 -.4413 .9380
20000-30000 less than 5000 -1.3709 .85360 .109 -3.0487 .3070
5000-10000 -.9423* .34543 .007 -1.6213 -.2633
10000-20000 -.1962 .24828 .430 -.6842 .2919
Above 30000 .0522 .35499 .883 -.6456 .7500
Above 30000 less than 5000 -1.4231 .88887 .110 -3.1702 .3241
5000-10000 -.9945* .42518 .020 -1.8302 -.1588
10000-20000 -.2484 .35086 .479 -.9380 .4413
20000-30000 -.0522 .35499 .883 -.7500 .6456
Based on observed means.
The error term is Mean Square (Error) = 4.874.
*. The mean difference is significant at the .05 level.
Source: Primary data
350
Customer Satisfaction Level of Triveni Supermarket
Region wise, F =128.948 with df 2,423, P =.000 < .05 indicates that
there is significant difference among the mean scores of the three regions, the
central, the southern and the northern and so the level of customer satisfaction
varies among regions. Therefore, the null hypothesis for region is rejected.
The post hoc test substantiates the result that there exists significant
variation of means of the factor-‘Promotion and Customer Education’ between
the central and the southern, the central and the northern and the southern and
the northern region (P <.05). As a result of post hoc test, it is believed that the
customers of Triveni stores are close to the level of moderate satisfaction in
the southern region with respect to promotion and customer education. But the
351
Chapter -6
satisfaction level in the central and the northern regions are below the
moderate level (8.415 and 7.377 respectively). The area wise post hoc test
indicates that there is significant difference between the mean scores of urban
and semi-urban area (P<.05) and urban and rural (P<.05). However, the
variation between semi-urban and rural is not significant (P>.05). Since the
mean score of urban areas (9.642) is more than that of semi-urban areas
(8.716) and rural areas (8.802), it is led to believe that the customer
satisfaction level of Triveni stores on the factor variable – ‘Promotion and
Customer Education’ is more at urban areas than in the other two areas.
352
Customer Satisfaction Level of Triveni Supermarket
Hypothesis VII
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.
353
Chapter -6
354
Customer Satisfaction Level of Triveni Supermarket
Table 6.36 Post Hoc Test for Region of customers Dep. Var: CLEALINESS
AND INFRASTRUCTURE
LSD Multiple Comparisons
Region of Region of Mean Std. 95% Confidence Interval
Differenc Sig.
customers customers Error Lower Bound Upper Bound
e (I-J)
Central Southern -.8264* .19334 .000 -1.2064 -.4464
*
Northern -.8056 .19334 .000 -1.1856 -.4255
Southern Central .8264* .19334 .000 .4464 1.2064
Northern .0208 .19334 .914 -.3592 .4009
Northern Central .8056* .19334 .000 .4255 1.1856
Southern -.0208 .19334 .914 -.4009 .3592
Based on observed means.
The error term is Mean Square (Error) = 2.691.
*. The mean difference is significant at the .05 level.
Source: Primary data
355
Chapter -6
Table 6.37 Post Hoc Test – Residential Area of customers of Triveni Supermarkets
Dep.Var: CLEALINESS AND INFRASTRUCTURE
Observing the means (table 6.32), the mean score of the northern region
(16.922) is found to be marginally higher than that of the other two regions.
This substantiated the ANOVA test as F = 11.881 with df 2, 423, P=.000 < .5
(table 6.35). It indicates that there exists significant difference in the value
of means among the regions. The null hypothesis for region is rejected in
this respect. The Post hoc test results inferred that there exists significant
difference between the central and the southern and the central and the
northern regions (P< .5). However, the variation between the mean scores of
the southern and the northern regions is not significant (P> .05). As a result, it
is believed that the level of satisfaction of the selected customers in the
northern region is marginally higher than that of customers in other regions
with respect to the factor –‘Cleanliness and Infrastructure’.
356
Customer Satisfaction Level of Triveni Supermarket
Summary
As an endeavor to assess the level of customer satisfaction with Triveni
Supermarkets, twenty variables relating to Triveni Supermarkets have been
considered and rated by customers. Among the variables rated, the price of
goods (other convenience goods) has secured the highest average value and
customer awareness programmes has the lowest mean value. It is seen that
variables relating to the price, the quality of goods, the arrangement of goods,
space layout, etc received the highest average. This means that customers of
the Triveni outlets are satisfied with all these variables. Confirmatory factor
357
Chapter -6
analysis was resorted to reduce the variables in six factors. While considering
the factor variables, customers were highly satisfied with the ‘Price of Goods’
followed by ‘Quality and Attractiveness of Goods’ and ‘Cleanliness and
Infrastructure’. Customers are satisfied with the Assortment of Goods’, and
‘Service and Staff dedication’. However, the satisfaction level in the case of
factor variable ‘Promotion and Customer Education was only moderate’. It
seems that, as per Three Way ANOVA, the level of customer satisfaction with
respect to all the factor variables studied have significant variations within the
three regions of the state of Kerala. Area wise also, this is reported as the
same, except in the case of the factor variable ‘Quality and Attractiveness of
Goods’, which did not show significant variation. However, the satisfaction
level of different income groups resorting to Triveni Stores does not vary
much except in the case of ‘Promotion and Customer Education’.
Conclusion
According to Treadgold (1998)5, “Consumer satisfaction varies within
the customers of a business as they have different purchasing capacities and
life styles”. For assessing customer satisfaction, segmenting the customers in
to various groups such as dwellers in particular areas, regions, etc. are
inevitable. In the study area, ‘Purchasing capacity’ needs a definition. May be
cultural intervention plays a part as the majority of the dependent variables,
shows statistically different mean levels by region and area. Life styles of the
people in different areas and regions also have an impact on the variation in
the satisfaction level of customers. Triveni Supermarkets highly satisfies
customers only in price, quality and attractiveness of display of goods. In other
retailing areas, they have to come forward by learning and rectifying the weak
points of them.
358
Customer Satisfaction Level of Triveni Supermarket
References
[1] Kotler , Philip and Armstrong, Gary. op.cit, page.16.
[3] Hair. Jr, (2004). Mutivariate Data Analysis. Prentice Hall Pvt. Ltd,
New Delhi, p.232.
…..YZ…..
359