Impact of on customer satisfaction: special reference to leading super markets in jaffna district

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.