AN EMPRICAL INVESTIGATION OF CUSTOMER SATISFACTION

Abstract

This research has proposed a conceptual framework to investigate the effects of customers’ perceived service quality and perceived product quality on customer satisfaction. To test the conceptual framework, structural equation modeling has been used to analyze the data collected from 1530 customers shopping from 102 stores belonging to four Turkish supermarket chains in Istanbul. The results of the study indicate that perceived service quality and perceived product quality are significantly related to customer satisfaction. Customer Satisfaction Index was also obtained and investigated according to supermarket chains