Customer satisfaction is a key goal and significant area of investment for retail firms. Retail firms sell products but the nature of the business makes these a highly service-oriented atmosphere. In the case of retail supermarkets, these provide a largely self-service environment. While there are limitations in the encounters between supermarket personnel and customers, when compared to other service sectors, this makes it more important to ensure customer satisfaction by ensuring a positive experience from the interactive and the non-interactive service experience of customers.
Building a relationship with customers remains an important strategy and retail supermarkets can do this through a continuous monitoring of the satisfaction of customers based on the elements of quality service in the supermarket retail environment (Carman, 1990). The target of monitoring customer satisfaction is to use the information in minimising areas causing dissatisfaction and preventing the incurring of costs in implementing recovery activities from a failed service (McCollough et al. 2000). Furthermore, influencing customer satisfaction and preventing dissatisfaction occurs by using the understanding of factors contributing to customer satisfaction to develop and improve customer service. The outcomes of these improvement activities should be to deliver quality service and influence positive regard of consumers towards the retail service as high quality.
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