FACTORS AFFECTING CUSTOMER DISSATISFACTION IN CHAIN STORES

Fatemeh Dekamini, Armin Razvani, Birau Ramona, Peter Wanke and Yong Tan
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Fatemeh Dekamini: MEMBER OF THE RESEARCH FACULTY OF MAHAN BUSINESS SCHOOL, IRAN
Armin Razvani: DEPARTMENT OF BUSINESS MANAGEMENT, FACULTY OF MANAGEMENT, TARBIAT MODARES UNIVERSITY, TEHRAN, IRAN
Birau Ramona: FACULTY OF ECONOMIC SCIENCE, UNIVERSITY CONSTANTIN BRANCUSI, TARGU-JIU, ROMANIA
Peter Wanke: COPPEAD GRADUATE BUSINESS SCHOOL, FEDERAL UNIVERSITY OF RIO DE JANEIRO, RUA PASCHOAL LEMME, 355, RIO DE JANEIRO, BRAZIL
Yong Tan: SCHOOL OF MANAGEMENT, UNIVERSITY OF BRADFORD, BRADFORD, WEST YORKSHIRE BD7 1DP, UNITED KINGDOM

Annals - Economy Series, 2024, vol. 1, 45-56

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 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2024:v:1:p:45-56

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