The Bulletin of the Center for Research on Regional Economic Systems, the Graduate School of Social Science, Hiroshima University Issue 12
2001-03-31 発行

小売戦略における地域性と顧客満足 : 東広島市の小規模店舗を例として <研究ノート>

Correlates of Customer Satisfaction and the Regional Retailer : The case of a small size of retailer in the city of Higashi-Hiroshima
Shindo, Ayako
Tokaji, Akihiko
The environment of business has been changing rapidly because of developments in Information Technology. In such an environment, enterprises and retailers are paying more attention to customer satisfaction as a key factor in formulating a business strategy. In this research, we focused on a sundries retailer located in the city of Higashi-Hiroshima, and try to find out the factors that are likely to improve customer satisfaction. There are five factors that have been extracted from our survey, namely, "store atmosphere", "service", "amenities", "depth and width of assortment", and "price". By testing how these factors contribute to customer satisfaction at different ages, we found that, the "service" factor was significant, but the "price" factor was not. On the other hand, considering the purpose of shopping, and the properties of goods in a sundries store, it suggests that most customers tend to decide on a purchase without any definite purpose at first. The results implied that a sundries store is required to serve not just as a distributor, but also a place where customers can meet and communicate with each other.
customer satisfaction
central downtown
places for communication