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|Retail store design and customer satisfaction of selected supermarkets in Kampala district Uganda
|Kampala International University, College of Economics & Management
|The study on retail store design and customer satisfaction intended to assess the effect of retail store design on customer satisfaction of selected supermarkets in Kampala-Uganda. The study was based on a descriptive comparative and correlational design. A self-administered questionnaire was used to collect primary data from 180 customers, using convenient sampling technique. Data was analyzed using SPSS’s freqi4encies & percentages, means, One way ANOVA, independent T-Test and Pearson’s Linear Correlation Coefficient. The study was guided by five specific objectives namely: (i) to determine the demographic characteristics of respondents in terms of gender, age,, respondent type, form of business, ownership and number of years in business; (ii) to determine the extent of store design of selected supermarkets in Kampala-Uganda; (iii) to determine the level of customer satisfaction of selected supermarkets in Kampala, Uganda, (iv) to establish if there is a significant difference in the extent of store design and level of customer satisfaction; and (v) to establish if there is a significant relationship between the extent of store design and level customer satisfaction of selected supermarkets in Kampala-Uganda. The findings revealed that majority of the respondents were female, in the age bracket of 21-25 years of mostly limited liable businesses that are owned by nationalswith an experience of 1-3 years. The study went ahead to reveal that the extent of Store design was good (mean=i04)~ Results also indicated that level of customer satisfaction of selected supermarkets in Kampala- Uganda was good too (mean=2.82). Results from one way ANOVA showed that there was a significant difference in the extent of Store design of selected supermarkets in Kampala- Uganda (F=7.795, sig. 0.001) with an independent sample T-Test (t=-4.849, sig=0.000). The level of customer satisfaction had a one way ANOVA that showed a significant difference (f=5.790, sig=0.004), However the independent sample T-Test registered no significant difference (t=-1.849, sig=0.073). Results using Pearson’s Linear Correlation Coefficient found that the extent of Store design is significantly and positively correlated with the level customer satisfaction(r=0.935, sig. =0.000). ). Regression analysis results indicated that Store design was found responsible for over 95% variation towards customer satisfaction of selected supermarkets in Kampala Uganda. The researcher recommended that if retail stores were to increase their customer base; (i) the stores to should improve the appearance of their windows and enable proper visibility of the store,; (ii) store should have attractive designs for the ceiling to give the store an element of class and comfort because this improves customer’s shopping experience hence satisfaction,; (iii) stores should integrate both external and internal design elements instead of concentrating on one element,; (iv) recommend the government to help provide funds for the people to be able to open up small business and also to promote sole proprietorship, and (v) Store managers should equip themselves with proper management skills through training to reduce the failure rates.
|A thesis presented to the college of higher degree and research Kampala international university Kampala, Uganda in partial fulfillment of the requirement of a masters degree in business administration
|Appears in Collections:
|Master of Business Administration - Main and Ishaka Campus
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