Customers' Overall Satisfaction with Services by Retailer Type: A Function of Individual Characteristics and Expected Ideal Levels of Services

Abstract

The purposes of this study were to develop a conceptual framework which examines consumer satisfaction with services offered and to test the framework in relation to services offered by store type (chain/specialty stores, upscale/better department stores, department stores, discount stores). The framework was based on the wheel of retailing and research conducted in the areas of consumers' expectations and satisfaction with products and services and consumers' demographic and psychographic characteristics.

A questionnaire was mailed to 1,000 female consumers; 618 were returned, resulting in a 62 % response rate. From those returned, 589 questionnaires were deemed usable and were included in the data analysis. Stepwise multiple regression analysis was conducted. The findings revealed that consumers' demographic and psychographic profile, and ideal levels of service offerings, were significant predictors of overall satisfaction with services. In addition, significant predictors varied by store type. Managerial implications are discussed.