Abstract:
A good supermarket sector with good customer satisfaction can accelerate the pace of
development of a country. In the orgarizalion perspective, this industry considers the
product related marketing strategies for increase their effectiveness of organizational
customer satisfaction. When the supermarkets considered these marketing strategies
they can increase the customer satisfaction and gain profitability. Hence, this study
explores the impact of pricing, promotion, responsiveness and location on customer
satisfaction of supermarkets in Batticaloa.
This study assessed the influence of selected variables on customer satisfaction in
Batticaloa supermarkets. The researcher aims to achieve mainly three objectives.
They are: To find out the levels of selected factors (pricing, promotion,
responsiveness & location) and customer satisfaction among the customers of
supermarket, to identify the relationships among of customer satisfaction and selected
factors (pricing, promotion, responsiveness & location) and to identify the impact of
selected factors (pricing, promotion, responsiveness & location) on customer
satisfaction in retail supermarket.
In order to achieve the study objectives convenience sampling method was used. The
researcher has selected two supermarkets namely Cargill's Food City and City Centre.
Data were collected from questionnaire and data analyzed using SPSS version 22.0 in
descriptive statistics. This study uses the four independent variables (pricing,
promotion, responsiveness & location) and one dependent variable (customer
satisfaction) of supermarkets.
In terms of levels of selected variables (pricing, promotion, responsiveness &
location) and customer satisfaction were of higher level. In terms of second
objectives, finding reveals that there is positive and significant relationship between
selected variables (pricing, promotion, responsiveness & location) and customer
satisfaction. The finding of the third objective reveals that the selected variables
(pricing, promotion, responsiveness & location) have positive and significant impact
on customer satisfaction of supermarket in Batticaloa
