A Presentation on

Factors Influencing Customer Satisfaction in a Retail Chain Store

in Bangladesh.

Presented By
S M Hosain Rafaz Omi

Article details : Asian Journal of Managerial Science. Vol.12 no 2 ,2023,pp1-9

 Introduction

The retail sector in Bangladesh is rapidly growing due to population increase

and changing consumer habits. Despite this growth, the sector remains
largely unstructured and lacks reliable data. Chain stores are gaining
popularity as consumers value time and convenience. Customers now seek a
combination of quality products, good service, and a hassle-free shopping
experience. Understanding customer satisfaction is crucial for the success of
retail businesses in Bangladesh

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 Literature Review

The literature review examines the complexities of customer satisfaction, drawing from
insights by Miller (1997) and Day (1997) regarding customer expectations and their
classifications. It also explores studies by Olson & Dover (2016) and Olshavsk & Miller
(2016), shedding light on the influence of expectations on perceived performance evaluations.
Notably, the review incorporates perspectives from Hill, Roche, & Allen (2007) and Hague &
Hague (2017), emphasizing the role of product quality and after-sales services in driving
customer satisfaction. Finally, it incorporates insights from Cronin & Taylor (2019) and Tao
(2019) regarding the importance of customer satisfaction for business growth and customer
retention strategies.
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 Methodology
A customer survey was designed to gather data on factors influencing customer
satisfaction in Bangladeshi chain stores. The questionnaire included both closed-ended
questions and demographic information. It covered aspects like store location, design,
product range, staff service, and checkout experience.

Data collection used a survey approach interviewing 200 customers. The collected data
was analyzed using SPSS 23 and Microsoft Excel. Analysis methods included descriptive
statistics (mean, standard deviation), factor analysis, and regression analysis to identify
key factors and their impact on customer satisfaction.

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 Findings

Key Dissatisfactions:
● Price doesn't match perceived value.
● Unattractive promotions and offers.
● Lack of additional services (e.g., play areas for children).

Positive Aspects:
● Helpful and knowledgeable staff.
● Clean, uncrowded, and quiet shopping atmosphere.
● High-quality and branded products.
● Excellent product display.

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 Findings

Focus on:
● Improving value perception through pricing or promotions.
● Offering more attractive promotions.
● Enhancing in-store experience with additional services.
● Simplifying shop layout and considering location accessibility.

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Thank You