Customer Satisfaction Augmentation in Lithuanian Small and Medium Enterprises

Abstract

Investigations of prior published academic works regarding the augmentation of customer satisfaction which centers the attention on the pioneering ways for competitive advantage attainment have revealed that this field is highly unexplored in the context of small and medium enterprises. With this in mind, the current study thesis aims to identify the factors that generate customer satisfaction and in the same time serves as a tool for the Lithuanian small and medium enterprises performance improvement. After the examination of literature review, the conceptual research model has been designed incorporating seven constructs with causal relationships that embody: customer satisfaction, trust, perceived price fairness, perceived product quality, reputation of small and medium enterprises, prior experience and service quality. Regarding the empirical study, internet surveys were chosen as the data-gathering exercise and in overall, it was obtained 362 filled questionnaires, yielding 356 valid questionnaires. The statistical methods such as multiple linear regression and hierarchical linear regression were utilized in order to measure the collected data. The findings implied that 6 hypothesis out of 11 were supported. Therefore, the hypothesized associations have been scrutinized in the section of conclusion