Open AccessCustomer Satisfaction and Customer Loyalty: Leading Super Markets in Jaffna District, Sri Lanka
Author(s) -
V. Kumaradeepan,
M.G.S. Pathmini
Publication year - 2017
Publication title -
business management and strategy
Language(s) - English
Resource type - Journals
ISSN - 2157-6068
DOI - 10.5296/bms.v8i2.12159
Subject(s) - customer satisfaction , loyalty business model , business , marketing , customer retention , customer delight , customer equity , loyalty , customer advocacy , regression analysis , advertising , mathematics , statistics , service quality , service (business)
The topic of the research is Customer Satisfaction (CS) and Customer Loyalty (CL); special reference to the leading supermarkets in Jaffna. The objective of the research is to identify the impact of Customer Satisfaction on Customer Loyalty of leading Supermarkets in Jaffna, Sri Lanka. The research is simply deductive approach to find out the impact between Customer satisfaction and Customer loyalty. Quantitative method is available based on primary data. At present there are 08 numbers of supermarkets functioning in Jaffna district and popular three were selected. Random sampling technique is used to collect the data from customers of supermarkets in selected area. The analysis is carried out using a sample of 240 customers in Jaffna and only 218 were taken to analyze. ‘Statistical Package for Social Sciences’ (SPSS) 22.0 version was used in order to analyze the data. Correlation was used to find the connection between Customer Satisfaction and Customer Loyalty. Also Regression analysis is used to predict the value of a variable based on the value of two or more other variables. Also found that about 40 percent connection between Customer Satisfaction and Customer Loyalty and also found around 16% affect by Customer satisfaction to Customer loyalty.