Customer Satisfaction Level of Triveni Supermarket 317 6 CUSTOMER SATISFACTION LEVEL OF TRIVENI SUPERMARKETS 6.1 Variables selected for the study of customer satisfaction survey. 6.2 Assessment of the Level of Customer Satisfaction of Triveni Supermarket on the basis of elected retail related variables 6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on Retail Factor analysis Customer satisfaction is the core aspect behind the success of any firm. Assessing and evaluating the level of customer satisfaction will certainly point to the strengths and weaknesses of a firm. It will help to understand the place where it stands and can frame concrete plans for ensuring success in future. Marketing firms must satisfy customers by understanding their needs and expectations by assessing the satisfaction level of their customers at frequent intervals (Philip Kotler & Armstrong . 2002). While doing this, a retailing firm may assign due importance to products and services as retailing is an amalgam of products and services. Here, it is attempted to assess the customer satisfaction level of Triveni supermarkets with six factor variables by using twenty retail variables based on confirmatory factor analysis procedure with the scores obtained through a customer satisfaction survey by using five point Likert scale. When the variables are presented in the instrument under the head ‘factors’, we use confirmatory factor analysis as there is no necessity to use exploratory factor analysis as data reduction technique (Andey Field -2005) 2 . Confirmatory factor analysis requires a priori specification of the number of factors, their composition, and Contents
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Customer Satisfaction Level of Triveni Supermarket
6.1 Variables selected for the study of customer satisfaction survey. 6.2 Assessment of the Level of Customer Satisfaction of Triveni
Supermarket on the basis of elected retail related variables 6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on
Retail Factor analysis
Customer satisfaction is the core aspect behind the success of any firm.
Assessing and evaluating the level of customer satisfaction will certainly point
to the strengths and weaknesses of a firm. It will help to understand the place
where it stands and can frame concrete plans for ensuring success in future.
Marketing firms must satisfy customers by understanding their needs and
expectations by assessing the satisfaction level of their customers at frequent
intervals (Philip Kotler & Armstrong . 2002). While doing this, a retailing
firm may assign due importance to products and services as retailing is an
amalgam of products and services. Here, it is attempted to assess the
customer satisfaction level of Triveni supermarkets with six factor variables
by using twenty retail variables based on confirmatory factor analysis
procedure with the scores obtained through a customer satisfaction survey by
using five point Likert scale. When the variables are presented in the
instrument under the head ‘factors’, we use confirmatory factor analysis as
there is no necessity to use exploratory factor analysis as data reduction
technique (Andey Field -2005)2. Confirmatory factor analysis requires a
priori specification of the number of factors, their composition, and
Con
tent
s
Chapter -6
318
covariation. In this type of analysis, four steps are accepted, step one: select
variables and specify a priori factor structure, step two: relate variables to
constructs, step three: test fit of hypothesized factor structure with data, and
fourthly accept or reject hypothesized results. Accordingly, to assess the
level of customer satisfaction of Triveni customers, twenty variables in
different dimensions are selected. Mean scores of retail related variables and
their standard deviations are drawn to assess the mean difference for
identifying individual variables that provide maximum and least satisfaction
to respondents. But, mainly, factor variables are used in the study for
assessing the level of customer satisfaction of Triveni customers. To assess
satisfaction level at factor levels, six priori factors are fixed and factor level
mean scores are drawn. Factor level means are the sum of mean scores of all
the variables being included in specific factors. Three way ANOVA
(Analysis of Variance), the appropriate statistical test is used in the study to
test hypotheses and identify mean differences between regions, residential
area and income level of customers with respect to the responses of
respondents. This helped to identify whether a significant variation exists in
the level of customer satisfaction among regions, residential areas and
income levels of customers of Triveni Supermarkets.
6.1 Variables selected for the study of customer satisfaction survey
To assess the level of customer satisfaction of Triveni Supermarkets,
twenty retail variables are used under six factor variables in the study. Six
variables given below in bold letters are factor variables and the variables
given under each factor variables are retail related variables. The level of
customer satisfaction of Triveni Supermarkets is assessed by using these six
retail factor variables.
Customer Satisfaction Level of Triveni Supermarket
319
A. Quality and Attractiveness of Goods
1) Quality of food and grocery
2) Quality of convenience goods.
3) Attractive display
4) Arrangement of goods
5) Freshness of goods
6) Package of goods
B. Assortment of goods
1) Range of provisions and groceries
2) Range of personal and home care items
C. Service and staff dedication
1) Responsiveness to customers
2) Salesmanship and dedication of employees
D. Price of goods.
1) Price of food and groceries
2) Price of personal and home care items
3) Price of other convenience goods
E. Promotion and customer education.
1) Advertisement about goods and services available
2) List of goods and their price.
3) Discount, subsidy, premium offer, etc
F. Cleanliness and Infrastructure.
1) Cleanliness in the showroom.
2) Space layout in the store.
3) Billing speed, delivery, etc.
4) Parking facilities.
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6.1.1 Scale used to measure the level of customer satisfaction.
Five point Likert scale is used in the study to measure the responses of
respondents to assess the level of customer satisfaction of Triveni
Supermarkets. Likert scaling is the most commonly used scales among the
market researchers to assess psychographic variables (Hair Jr. 2004)3. Selected
customers were asked to choose their level of satisfaction with regard to the
variables given as confirmatory factors. Rate 5 is meant for highly satisfied
level, Rate 4 is for satisfied level, 3 for moderate level of satisfaction, 2 for
dissatisfied and 1 for highly dissatisfied level.
6.2 Assessment of the Level of Customer Satisfaction of Triveni Supermarkets - on the basis of selected retail variables. To assess the level of customer satisfaction of Triveni customers on
selected variables separately, mean scores (cumulative averages) of the
responses of the respondents are used. This helped to assess and analyze
the level of customer satisfaction on all the selected 20 variables separately.
A moderate level of satisfaction is available in the mid- point of the scale,
i,e 3 and this may be taken as a norm. Based on this, Variables which are
scored mean value above 4 depicts a high level of customer satisfaction,
mean value above 3 and up to 4 shows satisfied level, mean value above 2
and up to 3 shows moderate satisfaction level, above 1 and up 2 shows
dissatisfied level and mean value below 1 shows highly dissatisfied level.
In the case of factors variables, factor mean divided by number of
variables included in the respective factors are considered for assessing
the satisfaction level those who use Triveni Supermarkets.
Customer Satisfaction Level of Triveni Supermarket
321
Norm for assessing the level of customer satisfaction
Mean value Satisfaction Level
Above 4 -------- Highly satisfied
Greater than 3 and up to 4 -------- Satisfied
Greater than 2 and up to 3 -------- Moderate
Greater than 1 and up to 2 -------- Dissatisfied
Up to 1 -------- Highly dissatisfied
The cumulative mean scores of the responses collected from 432
respondents on twenty variables are tabulated and detailed below. This will be
highly helpful to understand the level of customer satisfaction of Triveni
Supermarkets and is directed specifically at product or service attributes. Both
rational and emotional elements are included in the selection of variables and
assessing customer satisfaction is considered a dynamic measure, which will
help to re-fix the brands offered for sale, the quality and price of products,
service quality, etc.
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322
Table 6.1. Level of Customer Satisfaction on Selected Variables of Triveni Supermarkets
Variables and factors considered for assessing the level of customer
satisfaction of Triveni Supermarkets.
Mean scores of variables
Std. Deviation
Comparative mean of the
factors A. Quality and Attractiveness of Goods (factor 1) Quality of food and groceries 4.26 0.49 Quality of convenience goods 4.32 0.50 Attractive display 4.33 0.55 Arrangement of goods 4.50 0.53 Freshness of goods 4.29 0.57 Package of goods 4.27 0.56
4.33
B. Assortment of Goods (factor 2) Range of provisions and groceries 3.64 1.04 Range personal and home care items 3.59 1.03
3.62
C. Service & Staff Dedication(factor 3) Responsiveness to customers 3.29 1.13 Staff dedication 3.73 1.07
3.51
D. Price of Goods (factor 4) Price of food and grocery 4.66 0.51 Price of personal and home care items 4.71 0.47 Price of other convenience goods 4.73 0.47
4.70
E. Promotion & Customer Education (factor 5) Advertisement about goods and service 2.86 1.14 List of goods and price information 3.30 1.09 Customer awareness programmes on discount, offers etc
2.67 1.17
2.94
F. Cleanliness & Infrastructure (factor 6) Cleanliness in the store 4.10 0.61 Space layout 4.48 0.58 Support facilities-billing speed , delivery, etc 4.13 0.58 Parking facilities 3.93 0.77
4.16
Source: Primary data
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323
Table 6.1 shows the mean score obtained and standard deviation of
selected retail variables for the assessment of the satisfaction level of
customers of Triveni Stores. Variables given in bold letters in the above table
are Confirmatory Retail Factors, which are used to determine the level of
satisfaction of Triveni customers. Before proceeding to the level of customer
satisfaction on factor level, the scores of individual variables are considered
for assessing the variable level customer satisfaction. As per the above table,
among the retail variables studied, ‘Price of other convenience goods’ has got
the highest mean score (4.73) shows the highest level of consumer satisfaction.
It is followed by the variable ‘Price of personal and home care items’ (4.71)
and the third highest score obtained is in favour of ‘Price of food and grocery’
(4.66). It shows the consumers of Triveni Supermarkets are highly satisfied
with the price charged on goods dealt by them. This also reveals that they
supply goods at reasonable prices to the customers. The mean value of retail
variable ‘Arrangement of goods’ (4.50) was high and so it is inferred that
customers are highly satisfied with the arrangement or suitability of goods
placed on the racks which eased self service. Arrangement of goods suitable
for self service is one of the basic requisites for supermarkets.
Variables ‘Space lay out in the store’ also has a high mean score (4.48)
shows that customers are highly satisfied with the passage space between
racks in the store, the arrangement of bill counters, the arrangement of racks,
etc in Triveni Supermarkets. Retail variables such as ‘Attractive display’
(4.33), ‘Quality of other convenience goods’ (4.32), ‘Freshness of goods’
(4.29), ‘Package’ (4.27), Quality of food and grocery’(4.26), ‘Support
facilities’(4.13), and ‘Cleanliness in the store’ (4.10) have also got mean value
above 4, and shows the customers are satisfied at highest level
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In the case of retail variables ‘Parking facilities’ (3.93), ‘Staff dedication’
(3.73), ‘Range of provisions and groceries’ (3.64) and ‘Range of cleaning and
toiletries’ (3.59), List of goods and Price information’ (3.30), ‘Responsiveness to
customers’(3.29), customers of Triveni supermarkets are found to be satisfied.
Customers have only moderate satisfaction on ‘Customer awareness
programmes on discount, offers, etc’ (2.67) and ‘Advertisement about goods and
services’ (2.86) as their mean scores range in the moderate level. ‘Customer
awareness programmes on discount, offers, etc’ and ‘Advertisement about goods
and services’ have the least mean scores indicating the ineffectiveness of
Triveni Supermarkets in creating awareness about the goods and services they
offer and the quantum of subsidy and discount offered. Therefore, they have to
think seriously about methods and means of creating awareness among the
public about the products that they deal with and the price they charge for the
products. Similarly, the employee responsiveness to the customers is seem to
be very poor. Triveni Supermarkets must depict list of goods that they offer
with the prices at visible places.
6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on Retail Factor Analysis. Factor Analysis Method (confirmatory) is resorted to categorize twenty
retail variables in to six groups for meaningful analysis. The level of customer
satisfaction of Triveni stores on the basis of factor variables are assessed by the
mean scores of factors (cumulative means scores of variables included in the
factor variables). Factor 1 contains six variables; factor 2 and 3 contains two
variables each. Factor 4 and 5 include three variables each and factor 6 contains
four variables (given in table 6.1). The number of variable included in the factor,
mean scores of factor variables (sum of mean scores of variables included in the
factor), standard deviation, t-values and probability level are drawn for analysis.
Customer Satisfaction Level of Triveni Supermarket
325
One sample t-test is used to test whether the observed mean of the factor variables
are significantly different from the standard values. Therefore, standard value is
the central value of the instrument needed for measuring the level of satisfaction
of consumers of Triveni supermarkets. Considering the number of variables
included in the factor variables, the standard values (Central value of the scale X
number of variables included in the factor) were; Quality and Attractiveness of
goods = 18, Assortment of goods=6, Service &staff dedication=6, Price of
Goods=9, Promotion &customer education =9 and Cleanliness &infrastructure =12.
Following hypotheses are validated in this respect.
Hypothesis 1
1. H0: There is no difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.
H1: There is difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.
2. H0: There is no difference between observed mean of factor variables
‘Assortment of Goods’ and ‘Service and Staff Dedication’ from 6.
H1: There is difference between observed mean of factor variables
‘Assortment of Goods’ and ‘Staff Dedication’ from 6.
3. H0: There is no difference between observed mean of factor variables
‘Price of Goods’ and Promotion and Customer Education’ from 9.
H1: There is difference between observed mean of factor variables
‘Price of Goods’ and ‘Promotion and Customer Education’ from 9.
4. H0: There is no difference between observed mean of factor variable
‘Cleanliness and infrastructure’ from 12.
H1: There is difference between observed mean of factor variable
‘Cleanliness and Infrastructure’ from 12.
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326
Table 6.2. Retail Factor Analysis: Level of Customer Satisfaction of Triveni Supermarkets at Retail Factor Level Variables.
Retail Factors
No.
of v
aria
ble
in th
e fa
ctor
Stan
dard
val
ue
(mod
erat
e le
vel)
Mea
n sc
ores
of
fact
or v
aria
bles
Std.
dev
iatio
n
t-va
lues
Sig.
(2
taile
d)
Quality and Attractiveness of Goods
6 18 25.986 2.163 76.712 .000
Assortment of Goods 2 6 7.238 1.902 13.408 .000
Service & Staff Dedication 2 6 7.025 1.899 11.222 .000
Price of Goods 3 9 14.109 1.312 80.934 .000
Promotion & Customer Education
3 9 8.842 2.809 -1.165 .245
Cleanliness & Infrastructure
4 12 16.662 1.714 56.523 .000
Source: Primary data
Table 6.2 depicts the mean scores of retail factors, which shows the
customer satisfaction level of Triveni Supermarkets. Satisfaction level
regarding the factor ‘Quality and Attractiveness of Goods’, the mean score is
25.986 and std. deviation is 2.163. The result of one sample t-test shows a
significant difference between the observed mean and the standard mean (t-test
value= 76.712 with p= 0.000 < 0.05) and the null hypothesis is rejected.
Considering the mean value of the factor variable (cumulative mean value of
the six variables included in the factor), it seems that the customers of Triveni
Stores are highly satisfied with respect to the factor variable ‘Quality and
Attractiveness of goods’. Among the retail variables included in this factor
(Quality and Attractiveness of Goods), the variable ‘Arrangement of goods’
has more mean value (4.50 as per table 6.1). This shows that customers are
Customer Satisfaction Level of Triveni Supermarket
327
highly satisfied with the arrangement of goods in Triveni Stores, because the
arrangements help them for self service as well as to choose products easily.
Regarding the factor ‘Assortment of Goods’, the mean score is 7.258
(cumulative mean score of 2 variables) and standard deviation is 1.90, which is
above the moderate level of satisfaction and found to be satisfied. One sample
t-test value 13.408 with p= 0.000 <0.05 shows a significant difference between
the observed mean and the standard mean. Therefore, the null hypothesis is
rejected. Observing the mean value of the factor variable (7.238), it has been
found that the selected customers are satisfied with respect to the ‘Assortment
and Availability of Goods’ in the Triveni stores.
The mean value of factor variable ‘Service and Staff Dedication’ is
7.025 (cumulative mean score of 2 variables) and std. deviation is 1.899 and
the p value is 0.000. Here also the one sample t-test (value 11.222) shows a
significant difference between observed mean and tested mean. Considering
the observed mean 7.025 (greater than 6), it seems that customers of Triveni
stores are satisfied with respect to the factor variable ‘Service and Staff
dedication’. The null hypothesis is found to be rejected since the sig. level
(0.000) is less than 0.05. Among the variables included in the factor, the
variable ‘Staff responsiveness (3.29)’ has comparatively a low mean score
means customers are not highly satisfied with the service rendered by the staff
in Triveni Stores. Therefore, the service provided by the staff should be
improved by Triveni Supermarkets.
The mean value of the factor variable ‘Price of Goods’ is 14.109,
(cumulative mean score of 3 variables) the standard deviation is 1.31 and the p
value is .000. The result of one sample t-test (value 80.934) shows significant
difference exists in this regard (p=0.000 <0.05). The null hypothesis is seen
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328
to be rejected in this case also. It is very important to note that the factor
‘Price of Goods’ obtained the highest average mean score while considering
all other factors. Therefore, it is inferred that customers are highly satisfied
with the ‘pricing method’ of Triveni Stores.
With regard to factor ‘Promotion and Customer Education’, the mean
value is 8.842 (cumulative mean of 3 variables) and the std. deviation is 2.809.
One sample t-test value is-1.165 and the p value is 0.245, which does not show
any significant difference between observed mean and tested mean (Sig. level is
more than 0.05). Considering that the observed mean is 8.842 (less than 9) and
that the null hypothesis is accepted. It seems that consumers of Triveni Stores
are moderately satisfied with respect to the factor ‘Promotion and Customer
Education’. The mean score obtained for this factor variable is at a level below
the moderate value, means that Triveni stores could not satisfy their customers in
this respect. This points to the ineffectiveness in attracting customers by educating
them about the products and services and persuading them to the stores.
Therefore, they have to improve their promotion and customer education
programme to improve public understanding about their products and services.
The mean value of the factor variable ‘Cleanliness and Infrastructure’
is 16.662 (cumulative mean of 4 variables), std. deviation is 1.714.The result
of one sample t-test shows t-value as 56.523 (p= 0.000<0.05) and so, it is seen
that a significant difference exists between the observed mean and tested mean.
Here, the null hypothesis is rejected at 5 per cent level of significance. As the
mean value 16.668 (greater than 12), it seems that, the customers of Triveni
Stores are highly satisfied with respect to the four variables included in the
factor ‘Cleanliness and Infrastructure’. Therefore, it is concluded that the
staff maintain the stores in good condition with respect to the space layout,
billing facilities, delivery services and parking arrangements.
Customer Satisfaction Level of Triveni Supermarket
329
Table 6.2.1 Comparative Level of Customer Satisfaction of Triveni Supermarkets at Factor Variable Level
Retail Factors
Mea
n Sc
ores
of
Fact
or V
aria
bles
No.
of v
aria
bles
in
the
fact
ors
Com
para
tive
Mea
n Sc
ores
of
Fact
or V
aria
bles
Ran
k
Satis
fact
ion
leve
l
Quality and Attractiveness of Goods
25.986 6 4.331 2 Highly Satisfied
Assortment of Goods 7.238 2 3.619 4 Satisfied Service & Staff Dedication 7.025 2 3.512 5 Satisfied Price of Goods 14.109 3 4.703 1 Highly
Total Satisfaction Level 79.892 20 3. 991 - Satisfied Source: Primary data
While comparing all the six retail factors, customers are highly satisfied
with factor ‘Price of Goods’ (average score 4.70), followed by “Quality and
Attractiveness of Goods’ (average score 4.33), ‘Cleanliness and Infrastructure’
(4.16). In the case of factors ‘Assortment of Goods’ (3.62), ‘Service and Staff
Dedication’ (3.51), customers found satisfied. Customers found to be moderately
satisfied with the factor ‘Promotion and Customer Education’ (2.94). Considering
all factor variables together, the customers of Triveni Supermarkets are at a
satisfied level (3.991). Considering the weighted average mean scores obtained
for the six factor variables as per the table 6.2.1, ‘Price of Goods’ is far ahead of
other factors, shows the best pricing method they follow. However, ‘Quality and
Attractiveness of Goods’ and ‘Cleanliness and Infrastructure of Triveni
Supermarkets’ are also highly accepted by their customers.
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330
6.3.1 Assessment of Variation in the Level of Customer Satisfaction of Triveni Stores among Regions, Areas and Income Levels.
Triveni Supermarkets function at more than 200 centers in the state
including urban, semi-urban and rural areas. People with different income
levels are the customers of these outlets. As the perception levels of customers
vary, there is high probability of difference in the level of their satisfaction. It
is assumed that the level of customer satisfaction on selected retail factors has
significant difference among regions, residential areas and income levels of
customers of Triveni stores.
To assess whether the level of customer satisfaction is significantly
varied among the central, southern and northern regions, residential areas and
income levels of customers, three way ANOVA (F-test) was carried out.
‘Three way ANOVA (Analysis of Variance) is the most appropriate technique
when dealing with three independent variables and continuous dependent
variables’ (Hair Jr.2004)4.
6.3.1.1 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Quality and Attractiveness of Goods’ Among Regions, Residential Areas and Income Levels of Customers of Triveni stores.
To assess whether there exists a significant difference among the
regions, residential areas and income levels of customers of Triveni Stores
with respect to the satisfaction level of customers in the factor ‘Quality and
Attractiveness of goods’, the means calculated for the factor are used. For this
purpose, the means of three regions, three areas and five levels of income
groups have been ascertained and three way ANOVA test is used with Post
Hoc option.
Customer Satisfaction Level of Triveni Supermarket
331
Following hypotheses were framed in this respect.
Hypothesis II
1. H0: There is no difference in the level of satisfaction related to
Quality and Attractiveness of Goods among regions.
H1: There is difference in the level of satisfaction related to Quality
and Attractiveness of Goods among regions.
2. H0: There is no difference in the level of satisfaction related to
Quality and Attractiveness of Goods among areas.
H1: There is difference in the level of satisfaction related to Quality
and Attractiveness of Goods among areas.
3. H0: There is no difference in the level of satisfaction related to
Quality and Attractiveness of Goods among income groups.
H1: There is difference in the level of satisfaction related to Quality
and Attractiveness of Goods among income groups.
Table 6.3 Estimated Regional Means: QUALITY AND ATTRACTIVENESS OF GOODS
95% Confidence Interval Region of customer Mean Std. Error Lower Bound Upper Bound
Based on observed means. The error term is Mean Square (Error) = 4.429. *. The mean difference is significant at the .05 level. Source: Primary data.
Customer Satisfaction Level of Triveni Supermarket
333
Considering the means of the factor ‘Quality of Attractiveness of
Goods’, (table 6.3) it is observed that the mean scores of the northern region
(26.793) is higher than those of other two regions and there exists a significant
difference in the mean scores among three regions. The table of ANOVA
(table 6.6) reveals that the region wise variation in the mean scores of factor-
‘Quality and Attractiveness of Goods’ is significant at 5 per cent level of
significance. Region wise, F = 13.858, df 2, 423, P=.000 which is less than
0.05 indicates that there is significant difference exists among the three
selected regions of Kerala; i.e, the central, the southern and the northern
regions and so, the null hypothesis for the region stands rejected. The Post
Hoc Test substantiates the results and there exists significant variations
between the central and the southern (P < .05), the central and the northern (P
< .05) and the southern and the northern (P < .05) regions. For this reason we
are led to believe that the customers of the northern region seem to have more
satisfaction on factor- ‘Quality and Attractiveness of Goods’ of Triveni
Supermarkets than those of the other two regions.
In the case of residential area as per the above ANOVA Table, F=.328
with df 2, 423, P=.720>.05 shows that no significant difference exists in mean
values of the factor variable ‘Quality and Attractiveness of Goods’ among
urban, semi-urban and rural areas. The null hypothesis for the area is
accepted here.
Similarly, considering the mean values of income levels of customers of
Triveni stores ANOVA gives the value, F=1.048 with df 4, 423, P=.382>.05, it
has been inferred that no significant variation exists in the mean values of the
factor variable, ‘Quality and Attractiveness of Goods’ among various income
levels of the customers of Triveni Supermarkets and so the null hypothesis
for income is accepted.
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6.3.1.2 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Assortment of Goods’ Among Regions, Residential Areas and Income Level of Customers of Triveni Stores.
It has been observed that mean value of the retail satisfaction factor
‘Assortment of Goods’ differ among regions, area and income groups. Three
way ANOVA with Post-hoc option is used here to know the differences are
statistically significant or not among regions, areas and income levels of
customers of Triveni Stores.
Following hypotheses are framed in this respect.
Hypothesis III
1. H0: There is no difference in the level of satisfaction related to Assortment of Goods among regions.
H1: There is difference in the level of satisfaction related to Assortment of Goods among regions.
2. H0: There is no difference in the level of satisfaction related to Assortment of Goods among areas.
H1: There is difference in the level of satisfaction related to Assortment of Goods among areas.
3. H0: There is no difference in the level of satisfaction related to Assortment of Goods among income groups.
H1: There is difference in the level of satisfaction related to Assortment of Goods among income groups.
Table 6.8. Estimated Regional Means of –‘Assortment of Goods’
95% Confidence Interval Region of customer Mean Std. Error
Southern -1.0903* .20655 .000 -1.4963 -.6843 Based on observed means. The error term is Mean Square (Error) = 3.072. *. The mean difference is significant at the .05 level. Source: Primary data
Semi-urban -.7569* .20655 .000 -1.1629 -.3510 Based on observed means. The error term is Mean Square (Error) = 3.072. *. The mean difference is significant at the .05 level. Source: Primary data
Considering the means, (Table 6.8) it is observed that the mean score of
southern region (8.350) is higher than that of the other two regions and there
Customer Satisfaction Level of Triveni Supermarket
337
exists a significant difference in the mean scores among three regions. The table
of ANOVA reveals that region wise and area wise variation in the mean scores of
factor-Assortment of Goods on consumer satisfaction level of Triveni stores is
significant at 5 percent level of significance. Region wise, F =39.308, with
df 2, 423, P=0.000 <0.05 indicates that there is significant difference among
the selected three regions of Kerala and so the null hypothesis is rejected.
Comparing the mean score, (Table 6.9) it is observed that the difference
between rural, urban and semi-urban areas is significant. The mean score of
semi- urban areas seems higher than that of other areas of residence. The
ANOVA table shows residential area wise, F = 6.568, with df 2, 423, P=.002
(P < .05) and it indicates that there exists a significant difference among the
urban, semi-urban and rural areas. Hence, null hypothesis is rejected.
The variation of marginal means in the case of income levels of
customers is not significant as the, F value as per ANOVA is .596 and
p=.666>.05 (as per Table 6.11). However, the null hypothesis is accepted.
The Post Hoc Test (table 6.12) substantiates the result that there exists a
significant variation between the central and the southern regions, the central
and the northern region and the southern and the northern regions (P < .05).
The result of Post Hoc Test (Table 6.13) gives out that there exists a
significant variation between urban and semi-urban areas (P < .05) and semi-
urban and rural areas (P < .05). However, the variation between rural and
urban areas is not significant (P>.05).
It is inferred that the satisfaction level of factor –Assortment of Goods of
customers of Triveni stores of southern region is seen to be more than that of
the customers of the central and the northern regions. Since the mean scores of
semi- urban areas (7.775) is higher than that of urban areas (7.307) and rural
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338
areas (7.041), the level of customer satisfaction on factor-Assortment of Goods
is more in semi-urban areas compared to urban and rural areas.
This shows that the assortment goods in the southern region and semi-urban
areas is comparatively better than that of other regions and areas. The central region
is found to be far behind in the assortment of goods as per the responses of
respondents. This may be because the central customers having more awareness
about products. Rural people also reported that the size of assortment is inadequate
in the stores. The major reason may be the smallness of stores in rural areas.
6.3.1.3 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Service and Staff dedication’ Among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.
It may be assumed that there exist some differences in the mean scores
of retail satisfaction factor ‘Service and Staff Dedication’ among regions,
residential areas and income levels of customers of Triveni Stores. To evaluate
whether these variations are significantly different among three regions, areas
and five income groups, three way ANOVA is used with Post Hoc option. The
following hypotheses were framed and validated in this respect.
Hypothesis IV
1. H0: There is no difference in the level of satisfaction related to
Service and Staff Dedication among regions.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among regions.
2. H0: There is no difference in the level of satisfaction related to
Service and Staff Dedication among areas.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among areas.
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3. H0: There is no difference in the level of satisfaction related to
Service and Staff Dedication among income groups.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among income groups.
Table 6.14. Estimated Means- Region of Customers
Dependent Variable : SERVICE AND STAFF DEDICATION 95% Confidence Interval Region of
Table 6.17 Three way ANOVA for factor variable ‘Service and Staff Dedication’
Tests of Between-Subjects Effects Source Type I Sum of Squares Df Mean Square F Sig. Region 252.921 2 126.461 42.497 .000 Area 36.600 2 18.300 6.150 .002 Monthly income 6.454 4 1.613 .542 .705 Error 1258.745 423 2.976 Total 22877.000 432 a. R Squared = .190 (Adjusted R Squared = .175)
Source: Primary data
Table 6.18. Post Hoc Test for Region of Customers: Factor Variable ‘SERVICE AND STAFF DEDICATION’
Based on observed means. The error term is Mean Square(Error) = 2.976. *. The mean difference is significant at the .05 level. Source: Primary data
Evaluating the means, (Tables 6.14) it is found that mean scores of the
northern region (7.903) is more than that of other two regions and there exists
a significant difference in the mean scores among the three regions. The
ANOVA (table 6.17) reveals that region wise and area wise variation in the
mean scores of factor-‘Service and Staff Attitude’ is significant at 5 percent
level of significance. Region wise, F =42.49 with df 2,423, P=.000 < .05
shows that there is significant difference among the three regions, i.e the
central, the southern and the northern. In this case, the null hypothesis
framed for region is rejected.
Considering the mean scores obtained for residential areas for assessing
the satisfaction level of customers of Triveni outlets on factor ‘Service and
Staff Attitude’ (table 6.15), it is observed that the mean score of semi-urban is
(7.213) found to be higher than the mean scores of other two areas and so it is
clear that there exists a significant difference in the satisfaction level among areas.
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Residential area wise, F=6.150, with df 2, 423, P=.002 < .05 (table 6.17) and
the null hypothesis for area is found rejected. This indicates that there exists
significant difference in the level of customer satisfaction among urban, semi-
urban and rural areas.
The Post Hoc Test substantiates the results by pointing out the existence
of significant difference between the central and the southern, the central and
the northern and the southern and the northern (P < .05) regions. For this
reason we are compelled to believe that the level of customer satisfaction on
retail factor- ‘Service and Staff Attitude’ of Triveni supermarkets is higher in
the northern region than in the other two regions.
The result of Post Hoc Test on area reveals that there has been significant
difference between urban and rural (P < .05) and semi-urban and rural (P < .0).
But variation between urban and semi urban is not significant (P > .05). This
means that the level of customer satisfaction on factor variable ‘Service and
Staff Attitude’ is higher in semi-urban areas (7.213) than in urban (6.920) and
rural areas (6.496).
Regarding the mean variations between the income levels of
customers, the F value as per table 6.17 is 0.542 (P>.05) and so the null
hypothesis is accepted as there is no difference among the levels of
satisfaction related to factor variable ‘Service and Staff Dedication’
among income groups.
6.3.1.4 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Price of Goods’ Among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.
To observe the variation in the level of customer satisfaction on the
factor ‘Price of Goods, considering the mean scores of the factor- regional
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343
means, means of areas and means of income groups have been drawn as under.
By using three way ANOVA, F values, mean square and probability level are
calculated in the table 6.23. Post Hoc tests of multiple comparisons were
applied here to identify the regions where mean variation exists at statistically
significant levels. The following hypotheses are developed and validated with
respect to the factor ‘Price of Goods’ in Triveni Stores.
Hypothesis V
1. H0: There is no difference in the level of satisfaction related to ‘Price
of Goods’ among regions.
H1: There is difference in the level of satisfaction related to ‘Price of
Goods’ among regions.
2. H0: There is no difference in the level of satisfaction related to ‘Price
of Goods’ among areas.
H1: There is difference in the level of satisfaction related to ‘Price of
Goods’ among areas.
3. H0: There is no difference in the level of satisfaction related to ‘Price
of Goods’ among income groups.
H1: There is difference in the level of satisfaction related to ‘Price of
Goods’ among income groups
Table 6.20 Estimated Means of Region of Customers: Factor Variable - Price of Goods
95% Confidence Interval Region of customers Mean Std. ErrorLower Bound Upper Bound
Table 6.21 Estimated Means of Residential Area of Customers : Factor variable - PRICE OF GOODS
95% Confidence Interval Area of customer Mean Std. Error Lower Bound Upper Bound
Urban 14.094 .143 13.814 14.374
Semi-urban 14.161 .145 13.875 14.447
Rural 13.981 .142 13.702 14.260 Source: Primary data
Table 6.22 Estimated Means of Monthly Income of Customers – factor variable: PRICE OF GOODS
95% Confidence Interval Monthly income of customers Mean Std. Error
Lower Bound Upper Bound
less than 5000 14.000 .486 13.044 14.956
5000-10000 14.195 .176 13.850 14.540
10000-20000 14.162 .100 13.965 14.358
20000-30000 14.074 .105 13.868 14.280
Above 30000 13.963 .179 13.611 14.315 Source: Primary data
Table 6.23 Three way ANOVA for Factor Variable ‘Price of Goods’
Tests of Between-Subjects Effects Source Type I Sum of Squares df Mean Square F Sig.
Region 41.838 2 20.919 12.724 .000
Area 2.412 2 1.206 .734 .481
Monthly income 2.177 4 .544 .331 .857
Error 695.460 423 1.644 Total 86735.000 432 a. R Squared = .063 (Adjusted R Squared = .045) Source: Primary data
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345
Table 6.24 Post Hoc Tests – Price of Goods
Multiple Comparisons Method- LSD 95% Confidence Interval Region of
customer (J) Region
of customer
Mean Difference
(I-J)
Std. Error
Sig. level Lower
Bound Upper Bound
Southern .0278 .15111 .854 -.2692 .3248 Central
Northern -.6458* .15111 .000 -.9429 -.3488
Central -.0278 .15111 .854 -.3248 .2692 Southern
Northern -.6736* .15111 .000 -.9706 -.3766
Central .6458* .15111 .000 .3488 .9429 Northern
Southern .6736* .15111 .000 .3766 .9706
Based on observed means. The error term is Mean Square (Error) = 1.644.
*. The mean difference is significant at the .05 level. Source: Primary data
Table 6.20 depicts the means of the factor variable ‘Price of Goods’ region
wise. It is seen that the mean score of the northern region (14.524) is higher than
that of the other two regions and there exists a significant difference in the mean
scores among the three regions. To substantiate this notion, F-Test is resorted and
ANOVA (table 6.23) computation shows that region wise variation in the mean
scores of the factor variable –‘Price of Goods’ is significant at 5 percent level of
significance and so the null hypothesis for the region is rejected. It also reveals
that area wise and income wise variation in the mean scores of the factor variable-
‘Price of goods’ is not significant as the P value is more than 0.05.Considering
this, in both the cases, null hypotheses for area and income are accepted. And
so, it seems that there is no statistically significant difference in the case of the
level of customer satisfaction ( highly satisfied) on the factor variable ‘Price of
Goods’ among different areas and income levels of customers of Triveni Stores.
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The ANOVA output showing the region wise, F=12.724, with df
2,423, P =.000 < .05 indicates that there exists a significant difference
between at least a pair of regions or more. The Post Hoc test substantiates
the result that there exists significant variation between the central and the
northern regions (P < .05) and the northern and the southern regions (P< .05).
However, the variation of mean scores between the central and the southern
regions is not significant (P>.05). For this reason we are led to believe that the
satisfaction level of customers of Triveni Stores in the northern region seems to be
more on the factor variable-‘Price of goods’ than those of other two regions.
6.3.1.5 Assessment of Variation in the Level of Customer Satisfaction of the Factor Variable ‘Promotion and Customer Education’ among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.
The three regions, residential areas and the income levels of customers
are considered to identify whether a significant variation exists in the level of
customer satisfaction on the factor variable ‘Promotion and Customer
Education’ of Triveni Stores. In the event, the following hypotheses are
considered.
Hypothesis VI
1. H0: There is no difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.
H1: There is difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.
2. H0: There is no difference in the level of satisfaction related to
‘Promotion and Customer Education’ among areas.
H1: There is difference in the level of satisfaction related to ‘Promotion
and Customer Education’ among areas.
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347
3. H0: There is no difference in the level of satisfaction related to
‘Promotion and Customer Education’ among income groups.
H1: There is difference in the level of satisfaction related to ‘Promotion
and Customer Education’ among income groups.
Table 6.25. Estimated Marginal Means of the Regions of Customers of Triveni Stores
Dependent Variable: PROMOTION AND CUSTOMER EDUCATION
95% Confidence Interval Region of customer Mean Std. Error
Based on observed means. The error term is Mean Square (Error) = 4.874. *. The mean difference is significant at the .05 level. Source: Primary data
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Table 6.31 Post Hoc Test –Income of customers of Triveni stores: Dep.Var: PROMOTION AND CUSTOMER EDUCATION LSD
Multiple Comparisons 95% Confidence
Interval (I) Monthly income of customers
(J) Monthly income of customers
Mean Difference
(I-J)
Std. Error Sig.
Lower Bound
Upper Bound
5000-10000 .4286 .88509 .628 -1.3112 2.1683
10000-20000 1.1747 .85188 .169 -.4998 2.8492
20000-30000 1.3709 .85360 .109 -.3070 3.0487
less than 5000
Above 30000 1.4231 .88887 .110 -.3241 3.1702
less than 5000 -.4286 .88509 .628 -2.1683 1.3112
10000-20000 .7461* .34118 .029 .0755 1.4168
20000-30000 .9423* .34543 .007 .2633 1.6213
5000-10000
Above 30000 .9945* .42518 .020 .1588 1.8302
less than 5000 -1.1747 .85188 .169 -2.8492 .4998
5000-10000 -.7461* .34118 .029 -1.4168 -.0755
20000-30000 .1962 .24828 .430 -.2919 .6842
10000-20000
Above 30000 .2484 .35086 .479 -.4413 .9380
less than 5000 -1.3709 .85360 .109 -3.0487 .3070
5000-10000 -.9423* .34543 .007 -1.6213 -.2633
10000-20000 -.1962 .24828 .430 -.6842 .2919
20000-30000
Above 30000 .0522 .35499 .883 -.6456 .7500
less than 5000 -1.4231 .88887 .110 -3.1702 .3241
5000-10000 -.9945* .42518 .020 -1.8302 -.1588
10000-20000 -.2484 .35086 .479 -.9380 .4413
Above 30000
20000-30000 -.0522 .35499 .883 -.7500 .6456
Based on observed means. The error term is Mean Square (Error) = 4.874. *. The mean difference is significant at the .05 level. Source: Primary data
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351
Considering the means of regions (Table 6.25), it is understood that the
mean score of the southern region (11.363) is higher than that of the other two
regions and so there exists a significant difference in the mean scores among
the three regions. The table of ANOVA (table 6.28) reveals that region-
wise, area- wise and income level variation in the mean scores of the retail
factor ‘Promotion and Customer Education’ is found significant at 5
percent level of significance. This is substantiated by the Post hoc test results
for `the region, area and income levels of customers.
Region wise, F =128.948 with df 2,423, P =.000 < .05 indicates that
there is significant difference among the mean scores of the three regions, the
central, the southern and the northern and so the level of customer satisfaction
varies among regions. Therefore, the null hypothesis for region is rejected.
Comparing the mean scores, (Table 6.26) it is observed that significant
difference exists between urban, rural and semi-urban areas. Residential area
wise =7.354, with df 2, 423, P =.001<.05 (table 6.28) indicates that there is
significant difference between the mean scores of urban, semi-urban and
rural areas. Here also the null hypothesis is rejected at 5 percent level of
significance by concluding that there has been difference in the level of
customer satisfaction among residential areas of customers for the factor
‘Promotion and Customer Education’.
The post hoc test substantiates the result that there exists significant
variation of means of the factor-‘Promotion and Customer Education’ between
the central and the southern, the central and the northern and the southern and
the northern region (P <.05). As a result of post hoc test, it is believed that the
customers of Triveni stores are close to the level of moderate satisfaction in
the southern region with respect to promotion and customer education. But the
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352
satisfaction level in the central and the northern regions are below the
moderate level (8.415 and 7.377 respectively). The area wise post hoc test
indicates that there is significant difference between the mean scores of urban
and semi-urban area (P<.05) and urban and rural (P<.05). However, the
variation between semi-urban and rural is not significant (P>.05). Since the
mean score of urban areas (9.642) is more than that of semi-urban areas
(8.716) and rural areas (8.802), it is led to believe that the customer
satisfaction level of Triveni stores on the factor variable – ‘Promotion and
Customer Education’ is more at urban areas than in the other two areas.
The level of customer satisfaction on the factor ‘Promotion and
Customer Education’ varies among income levels as the p value is significant
(P=.002 < .05) as per ANOVA results ( table 6.28) and the null hypothesis
for income stands rejected. The post hoc test computations (Table 6.31)
show that the mean variations between customers of income groups Rs 5000-
10000 and Rs 10000-20000 (P<.05), Rs5000-10000 and Rs 20000-30000
(P<.05) and Rs 5000-10000 and above Rs 30000 (P<.05) are significant. It
means that there is significant variation in the satisfaction level of customers
of Triveni on the factor variable ‘Promotion and Customer Education’ among
the above mentioned income groups. As per the mean value (table 6.27), the
income group of less than Rs 5000 has more satisfaction (9.846) than the Rs
5000-10000 group (9.061) However, they have only moderate level of
satisfaction. Among the Triveni customers surveyed, groups of Rs10000-
20000 (8.811), above Rs 30000 (8.774) and Rs 20000-30000 (8.773) have
satisfaction below moderate level. All this shows weaknesses in the promotion
strategies of the Federation.
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353
6.3.1.6 Assessment of Variation in the Level of Customer Satisfaction of the Factor Variable ‘Cleanliness and Infrastructure’ among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.
In order to understand whether a statistically significant level of
variation exists in the level of customer satisfaction on the factor variable
‘Cleanliness and Infrastructure’ of Triveni stores among the three regions,
residential areas and five income groups of customers, three way ANOVA with
Post hoc option is used in this part of the study. This test gives the F-Values,
mean scores of the dependent variable ‘Cleanliness and Infrastructure’ and the
significant level. The post hoc test identifies the statistically different regions,
areas and income groups. This will help us know whether significant difference
exists in the satisfaction level of customers between/among regions, areas or
income levels. The following are the associated hypotheses considered.
Hypothesis VII
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.
1 H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among income groups.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among income groups
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Table 6.32 Estimated regional means of customers of Triveni supermarkets
Dependent Variable: CLEALINESS AND INFRASTRUCTURE 95% Confidence Interval Region of
Table 6.34 Estimated means on the basis of monthly income of customers
Dependent Variable : CLEALINESS AND INFRASTRUCTURE 95% Confidence Interval Monthly income
of customers Mean Std. Error Lower Bound Upper Bound
less than 5000 16.473 .622 15.250 17.696
5000-10000 16.746 .225 16.304 17.187
10000-20000 16.729 .128 16.478 16.981
20000-30000 16.534 .134 16.270 16.797
Above 30000 16.755 .229 16.305 17.206
Source: Primary data
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355
Table 6.35 Three way ANOVA for ‘CLEALINESS AND INFRASTRUCTURE’
Tests of Between-Subjects Effects
Source Sum of squares df Mean square F Sig. Region 63.949 2 31.975 11.881 .000
Area 59.978 2 29.989 11.143 .000
Monthly income 4.305 4 1.076 .400 .809
Error 1138.425 423 2.691
Total 121200.000 432
a. R Squared = .101 (Adjusted R Squared = .084) Source: Primary data
Table 6.36 Post Hoc Test for Region of customers Dep. Var: CLEALINESS
AND INFRASTRUCTURE
LSD Multiple Comparisons 95% Confidence Interval Region of
customers Region of customers
Mean Differenc
e (I-J)
Std. Error Sig.
Lower Bound Upper Bound
Southern -.8264* .19334 .000 -1.2064 -.4464 Central
Northern -.8056* .19334 .000 -1.1856 -.4255
Central .8264* .19334 .000 .4464 1.2064 Southern
Northern .0208 .19334 .914 -.3592 .4009
Central .8056* .19334 .000 .4255 1.1856 Northern
Southern -.0208 .19334 .914 -.4009 .3592 Based on observed means. The error term is Mean Square (Error) = 2.691. *. The mean difference is significant at the .05 level. Source: Primary data
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Table 6.37 Post Hoc Test – Residential Area of customers of Triveni Supermarkets Dep.Var: CLEALINESS AND INFRASTRUCTURE
LSD Multiple Comparisons 95% Confidence Interval Area of