Models of Customers Satisfaction with Supermarkets in Poland

Abstract

Purpose: The purpose of this paper was to compare three models of customer satisfaction with supermarkets in Poland. Authors decided to verify what kinds of satisfaction models are appropriate for describing relations between customer satisfaction and other constructs.
 Methodology: The authors used structural equation modelling (SEM) to test and validate models containing several latent variables, such as perceived quality, perceived value and customer expectations. All of them were equipped with proper manifest variables, measured in a survey. The survey questionnaires were distributed using snowballing method.
 Findings: Verified models confirmed the significant impact of perceived quality on customer satisfaction and these two variables demonstrated the highest correlation. The study showed that the customer satisfaction reaches higher determination in more complicated models, such as value-based model and confirmation model. The study also showed that customer expectations don’t have a direct impact on customer satisfaction.
 Practical implications: This paper shows various structures of construct influencing customer satisfaction in a specific branch – supermarkets in Poland. These findings can be used in future studies on customer satisfaction, especially in constructing different models of satisfaction. Results may allow managers to understand what factors shape customers satisfaction and what to improve at supermarkets.
 Authenticity: This paper is based on an unpublished, authors’ own study.