Determinants Of Customer Satisfaction In Supermarkets In Nairobi

Abstract

This study sort to determine which factors influenced customer satisfaction in supermarkets in Nairobi. To achieve this, Respondents were asked to rate how important they considered various services offered by the supermarkets and how satisfied they were with these services. They were also asked to rate how satisfied they were overall with the services offered by supermarkets. The population of interest for this study comprised all customers of supermarkets in Nairobi. The sampling frame used was a complete list of aU estates in Nairobi obtained from the Economic Survey of Kenya 2001. From this list there are 82 estates in Nairobi that are further subdivided into upper class, middle class and lower class. Simple random sampling using random tables was done to select 3 estates from each category and 15 households from each estate were selected to give a total of 135 respondents. Primary data was used in this study and data was collected using a structured questionnaire. Two research assistants were used to aid in data collection and administered the questionnaire personally or used the drop and pick method where necessitated. Collected data was summarized using the SPSS program and analyzed by use of tables, percentages and factor analysis. A Jikert scale was used to capture the satisfaction of the respondents with the services offered and the services they considered important. From this study it was found that the customers in Nairobi are satisfied with the services offered by supermarkets. Specifically they were satisfied with the store layout, cleanliness of the facilities, convenient operating hours and ease in fmding things. The consumers were particularly not satisfied with the knowledge levels displayed by the staff. It was recommended that managers fmd measures to address any dissatisfaction with the services they offer in order to encourage satisfaction and store loyalty. This study was conducted in Nairobi and therefore the results could not be generalized as they may vary in other areas.