Thesis Abstract

Abstract
This thesis investigates the factors that influence customer satisfaction within the retail industry, utilizing a case study approach to provide an in-depth analysis. The study aims to identify key determinants that impact customer satisfaction levels in retail settings, with a focus on understanding how various factors interact to shape overall customer experiences. Through a comprehensive literature review, the research explores existing theories and empirical studies related to customer satisfaction and its drivers in the retail sector. Drawing on this theoretical foundation, the study develops a conceptual framework that guides the empirical investigation. The research methodology is based on a qualitative case study design, which allows for an in-depth exploration of customer satisfaction factors within a specific retail context. Data collection methods include semi-structured interviews with customers, store observations, and analysis of company documents and customer feedback. The sample for the case study comprises both regular and occasional customers of a selected retail store, providing a diverse range of perspectives on the factors influencing their satisfaction levels. Findings from the study reveal a range of factors that significantly impact customer satisfaction in the retail industry. These factors include product quality, pricing, customer service, store layout and design, convenience, and overall shopping experience. The analysis highlights the complex interplay between these factors and their combined effect on customer perceptions of satisfaction. Notably, customer service emerges as a critical driver of satisfaction, with personalized interactions and responsive support being key determinants of customer loyalty and positive word-of-mouth. The discussion of findings delves into the implications of the identified factors for retail managers and provides practical recommendations for enhancing customer satisfaction levels. Strategies for improving customer service training, optimizing product offerings, and creating engaging shopping environments are discussed as potential avenues for increasing customer loyalty and retention. The study emphasizes the importance of a holistic approach to managing customer satisfaction, recognizing that multiple factors contribute to overall customer perceptions. In conclusion, this thesis contributes to the existing body of knowledge on customer satisfaction in the retail industry by offering a nuanced understanding of the key factors that drive customer perceptions and behaviors. By integrating theoretical insights with empirical data from a real-world case study, the research provides valuable insights for retail practitioners seeking to enhance customer satisfaction levels and build enduring relationships with their clientele. The findings underscore the dynamic and multifaceted nature of customer satisfaction in retail settings, highlighting the need for continuous monitoring and adaptation to meet evolving consumer expectations and preferences.

Thesis Overview

The project titled "Analysis of factors influencing customer satisfaction in the retail industry: A case study approach" aims to investigate the various factors that contribute to customer satisfaction within the retail sector. This research seeks to delve deep into the dynamics of customer satisfaction in retail, recognizing the pivotal role it plays in the success and sustainability of retail businesses. By adopting a case study approach, the study will focus on a specific retail organization to gain insights into the factors that influence customer satisfaction in a real-world setting. The retail industry is highly competitive and customer satisfaction has become a critical differentiator for businesses striving to retain existing customers and attract new ones. Understanding the factors that contribute to customer satisfaction is essential for retailers to tailor their strategies and operations effectively. This research will explore both tangible and intangible factors that impact customer satisfaction, including product quality, pricing, customer service, convenience, and brand reputation among others. The study will begin with a comprehensive literature review to provide a theoretical foundation for understanding customer satisfaction in the retail industry. By reviewing existing research and theories, the study aims to identify key factors and frameworks that have been established in relation to customer satisfaction. This literature review will serve as a basis for the development of the research methodology and analysis of findings. The research methodology will encompass data collection methods such as surveys, interviews, and observation to gather insights from customers, retail employees, and management personnel. The data collected will be analyzed using statistical tools and qualitative analysis techniques to identify patterns, trends, and correlations related to customer satisfaction factors. This rigorous methodology will ensure the reliability and validity of the research findings. The findings of this study are expected to shed light on the specific factors that significantly influence customer satisfaction in the retail industry. By uncovering these factors, retail businesses will be able to enhance their strategies, operations, and customer interactions to better meet the needs and expectations of their customers. The insights gained from this research can inform decision-making processes within retail organizations, guiding them towards improving customer satisfaction levels and ultimately driving business growth and success. In conclusion, this research project on the analysis of factors influencing customer satisfaction in the retail industry through a case study approach holds significant implications for the retail sector. By gaining a deeper understanding of customer satisfaction drivers, retail businesses can leverage this knowledge to create more engaging and satisfying customer experiences, leading to increased customer loyalty, retention, and overall business performance.