Abstract:
The aim of this study was to assess the impact of S on customer
satisfaction, giving attention to leading supermarkets located in Jaffna district in Sri Lanka.For this purpose, correlation method has been applied to find the relationship between
Servicescape . Aesthetic factor, cleanliness and layout were
considered as dimensions of the servicescape. The population of the study was all
supermarket customers in Jaffna district and the analysis was carried out using a sample of
240 customers in the Jaffna district based on Cargills food city, Annai Naga Food city and
TCT food city. After cleaning the data only 218 respondents were taken into analyzing due to
the fact that some of the questionnaire was incomplete. Descriptive and inferential statistical
techniques were adopted to analyze the data. Statistical Package for Social Sciences (SPSS)
2
21.0 version was used in order to analyze the data. According to the adjusted R customer satisfaction was influenced by Servicescape by 18.3% as per the model summary. The results
show that correlation value between Servicescape was 0.433
which is significant at 0.01 levels. Accordingly, recommendations were made to the
supermarket authorities and further research ideas were suggested to the other researchers
who are interested in this area.
