European Journal of Business Science and Technology 2018, 4(1):81-92 | DOI: 10.11118/ejobsat.v4i1.113

Models of Customers Satisfaction with Supermarkets in Poland

Grzegorz Biesok1, Jolanta Wyród-Wróbel1
1 University of Bielsko-Biała, Poland

The purpose of this paper was to compare three models of customer satisfaction with supermarkets in Poland. The authors decided to verify what kinds of satisfaction models are appropriate for describing relations between customer satisfaction and other constructs. The authors used structural equation modelling (SEM) to test and validate the 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. 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.

Keywords: consumer research, customer satisfaction, customer satisfaction model, supermarkets, structural equation modelling (SEM)
JEL classification: L81, M30

Published: July 31, 2018  Show citation

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Biesok, G., & Wyród-Wróbel, J. (2018). Models of Customers Satisfaction with Supermarkets in Poland. European Journal of Business Science and Technology, 4(1), 81-92. doi: 10.11118/ejobsat.v4i1.113
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