FACTORS AFFECTING CUSTOMER DISSATISFACTION IN CHAIN STORES

Abstract

This research endeavors to meticulously investigate the underpinnings of customer dissatisfaction within chain stores, particularly focusing on the prism of service quality. Employing an applied approach through correlational descriptive research, a cohort of 86 customers from these chain stores became the focal point for data collection. Using a thoughtfully constructed questionnaire comprising 20 discerning indicators, the study sought to probe the depths of customer dissatisfaction in these retail environments. The study reveals an essential nexus between the quality of services rendered in these stores and the resultant levels of customer loyalty and satisfaction. An intriguing revelation emerges, shedding light on instances where product pricing occasionally surpassed city averages (rated at 4.15), signaling an important area for improvement. The research culminates in proposing strategic solutions aimed at rectifying these discrepancies, underscoring the imperative nature of addressing pricing disparities to comprehensively enhance customer satisfaction within these chain stores.

Keywords

• customer satisfaction; customer experience; sales; chain store; customer loyalty; social networks