Determinants of customer satisfaction: a study of grocery stores in Norway

Abstract

Purpose: In recent times, grocery stores (superstores) can be considered as one of the basic needs of every person. The main purpose of this study therefore, is to find out what factors effect customer satisfaction of superstores industry in Norway.

Design/methodology/approach: Online survey and face to face interviews were the two approaches used in conducting this research. A total number of 113 respondents from Norway but having different nationalities participated in the experiment.

Findings: The empirical findings reveal that location, price, assortment, store and chain image positively influence customer satisfaction in Norway.

Research limitation: The main limitation is that, this study covers only a very small part of Customers of superstore industry in Norway. Which makes the research setting very limited thus, findings and results cannot be generalized.