Customer's satisfaction with retail chains

undergraduate thesis

• Author: Pavao Vranešević
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2015-07-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

This paper aim was aimed at showing the consumers´ perceptions about retail chains in
Croatia and their level of satisfaction with each aspect of related shopping experience as well
as overall satisfaction with the retail chains. As it deals with satisfaction, great part of the
paper is also dealing with the theory on and related to satisfaction while putting today´s
consumers in perspective. Today's consumers are far more demanding than before, expect far
more from companies and are stressed both in terms of time and money and know exactly
what they want/need. Retail chains in regards to that but also to other factors (e.g. more urban,
busy life) experienced some significant developments and are increasingly putting efforts into
satisfying the consumers. Consumer satisfaction is influenced by perceptions, expectations
and is basically how consumers react to consumer value received and level of satisfaction is
determined by the extent of the gap between actual performance and perceived performance.
There are many consumer satisfaction measurement tools and techniques that can help in
understanding the consumers and serving them better. Concerning the research, the survey
was conducted and sample collected amounted to 310 participants which, although being
relatively small, is still due to its diversity considered as highly indicative. The participants
were given seven set of questions in total and the basic conclusion is that consumers are in
general, according to average grades, mostly to somewhat satisfied with retail chains in
Croatia, but that there is still room for improving, especially related to some aspects.

• Keywords: potrošač; zadovoljstvo potrošača; trgovački lanac; Hrvatska; CSM; CRM; CSS
• Language: english
• URN:NBN: urn:nbn:hr:148:731897
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Public note: Ključne riječi dodijelio knjižničar.
• Created on: 2016-02-25 13:45:30