Customer Satisfaction From The Services of Retailing Markets: A Model Proposal With Multiple Logistic Regression

Abstract

As time passes, purchasing habits of consumers have been changing constantly. Consumption has become a phenomenon that turned into madness due to the acceleration of aggressive sales enhancing efforts based on fierce competition and to the fact that consumers confuse the concepts of need and desire. Confronting the consumers with easily reachable products and broad distribution channels, markets are vital institutions for people. The first aim of this study is to determine the factors increasing and decreasing customer satisfaction. The second aim is to determine whether there is a meaningful correlation between markets and demographic elements. To this end, perceptions of 407 consumers in Diyarbakir who were chosen by convenience sampling method were measured by face-to-face questions. Then their answers were subjected to frequency analysis and chi-square test. In addition, multiple logistic regression analysis has been utilized to see the model. As a result of the study, meaningful differences have been found between consumers’ gender and marital status according to the markets they choose to shop. For the proposed model, gender of the customer, gender of the cashier, convenience of entering and exiting the market and satisfaction from hygiene of the market have become prominent variables increasing the satisfaction from retailing.