Factor Influencing Customer Satisfaction at BBSM, Bharatpur, Chitwan

Abstract

This study aims to examine the customer satisfaction against the price factors, service quality, time management to deliver goods to customer and the customer management practice in BhatBhateni Super Market (BBSM). The survey method was applied to collect data using structured questionnaire and the respondents were customers visiting for shopping at BBSM, Bharatpur, Chitwan. The sampling method was the random sampling technique. One hundred and ninety respondents were selected for this study. Out of 190 respondents, 39.12 % (n =76) were male customers and 60. 88 % (n = 114) were female customers. The response rate of the survey questionnaire was 87.5 %. Univariate analysis were carried out by using different simple descriptive statistical tools The Chi-Square test, Factor Reduction Model and Logistic Regression Analysis Model were multivariate the statistical techniques employed to get the results. Previous studies on customer satisfaction show that it merely depends upon the price factors, service quality, time management to deliver goods to customer and customer management factor. The results showed that there was statistically significant association between the better customer relationship management and customer satisfaction at BBSM (p < 0.05, B= .438). But the results also showed that there is no significant association between customers centered service facilities and equipped technology used by BBSM (p > 0.05). The implication of this study will be beneficial to the board members of the company executives to formulate new customer-center strategy and also useful to the branch managers of BBSM all over the country.