The questionnaire was designed to constitute a number of questions pertaining to customer satisfaction and was based on the ideology that even though several retail outlets offer products and services they seldom give regard to offering customer services in particular to ensure customer satisfaction. The questions in the survey questionnaire were designed so that the data provided by the survey participants could be brought into use to determine the variables to which consumers are most sensitive when it comes to customer satisfaction with regard to customer service.
The survey questionnaire was designed to initiate by inquiring upon the name of the participant as well as the participants age. Once the fundamental demographic of age had been acquired for categorization purposes, the survey questionnaire inquired whether the participant, at the time of filling out the questionnaire, was making the purchase as an end user or as a distributor. The purpose of asking this question was to ascertain the position of the participant and to acquire an understanding of the fundamental change in perception that occurred in the consumer’s orientation towards customer satisfaction with the change in the position of the consumer.
The questions to follow were based on the RATOR scale and the participant was provided with the knowledge that the answers would have to be given in accordance to the scale. The participants were provided with a scale of -2 to +2 for each question to select the level they considered most appropriate in their particular case. It is essential to highlight at this point that the use of the SERVQUAL scale was made to assist in the qualitative analysis that is to be performed in the study in the later stages.
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