An Analysis of Customers’ Satisfaction of Super Markets in Bangladesh

Dr. Nazrul Islam,Dr. Md. Shamsul Arefin,Kazi Nafisa Hasan, Mahedi Hasan Omi, Md. Mukit Murshed, Zarif Tazwar, Tanvir AlHossain,Toufiq Nazrul


Super market is a new and special addition with the retail stores of Bangladesh. Since the inception of Agora‘s journey in 2001, the Bangladeshi supermarket sector has taken a steady growth in the country. The super market domestic industry now stands at around BDT 1,500 crore (LightCastle Blog, 2015).Currently, there are 121 supermarkets in the country which is largely dominated by three major players – Shwapno, Agora, Meena BazarandNandan (BSOA-Business Supermarkets Owners‘ Association).Due to the shift income of Bangladeshi people towards the middle income status, all the subsequent advantages including per capita raiseand urbanization are expediting this industry‘s profitability and growth. With rapid urbanization, super market industry of Bangladesh is expected to grow by almost 15 times of its current size by 2021. Positive economic externalities such as, generation of employment through SMEs, high food safety and security, price stability, and inclusive business development are expected to accompany this growth and development process. Due to the increasing demand of super markets, the satisfaction of the customers became an important issue to the entrepreneurs in this industry. Hence, this study aims at identifying the level of customers‘ satisfaction of the super markets in Bangladesh. Both primary and secondary data were collected and analyzed in this study. The primary data were collected directly from the customers of the different super markets of Bangladesh. Two hundred elevensuper market customers were interviewed with the help of a structured questionnaire. Multivariate analysis was performed to identify the satisfaction related factors and the relationships between the factors and the overall satisfaction of the customers. This study identified factors influencing the customer satisfaction of supermarkets in Bangladesh are concerned with personal interaction of the sellers, problem-solving attitude of the marketers and service policy of the supermarket authority. The study suggests entrepreneurs of the super markets in Bangladesh to consider these factors while designing their policies for increasing the satisfaction of their customers and expanding their business in the country