Measurement of Customer Satisfaction Levels: A Case Study of Solu Afro-Asian Market
Rayamajhi, Roman (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219407
https://urn.fi/URN:NBN:fi:amk-2025060219407
Tiivistelmä
The aim of the thesis was to study customer satisfaction with the operations of the grocery shop Solu Afro-Asian Market in Herttoniemi, Helsinki, Finland. The first objective of this thesis was to identify the key factors of customer satisfaction and to find out how the customers see the product quality, service, and price of the products in the Soul Afro-Asian Market. The second objective was to study how ethnic market niches could be improved. Both quantitative and qualitative research methods were used for the collection of data and information to achieve accurate data. Interviews provided more in-depth information about the wishes and experiences of customers, and the second survey provided statistical data for the thesis.
The theoretical section of the thesis deals with four well-known theories. The thesis examines customer expectations and satisfaction by using the SERVQUAL and Expectation-Disconfirmation Theory (EDT), the Kano Model, and the Relationship Marketing Theory. Service quality dimensions, customer satisfaction relationships, and ethnic retail long-term relationship development were evaluated through a combination of these models. The SPSS data showed that total customer satisfaction was highly correlated with product quality standards, cultural adequacy standards, customer service competence, and cost fairness. The research indicated a diverse customer demography, including people of different cultural and age backgrounds.
Based on the results obtained from the survey, it was found that the respondents were mostly very satisfied but also suggested areas for improvement, such as product variety, product quality, staff service, and checkout speed. The thesis concludes by presenting practical suggestions to improve customer experience and strengthen customer loyalty. This research contributes to the academic study of service quality behaviour in multicultural niche retail environments.
The theoretical section of the thesis deals with four well-known theories. The thesis examines customer expectations and satisfaction by using the SERVQUAL and Expectation-Disconfirmation Theory (EDT), the Kano Model, and the Relationship Marketing Theory. Service quality dimensions, customer satisfaction relationships, and ethnic retail long-term relationship development were evaluated through a combination of these models. The SPSS data showed that total customer satisfaction was highly correlated with product quality standards, cultural adequacy standards, customer service competence, and cost fairness. The research indicated a diverse customer demography, including people of different cultural and age backgrounds.
Based on the results obtained from the survey, it was found that the respondents were mostly very satisfied but also suggested areas for improvement, such as product variety, product quality, staff service, and checkout speed. The thesis concludes by presenting practical suggestions to improve customer experience and strengthen customer loyalty. This research contributes to the academic study of service quality behaviour in multicultural niche retail environments.