Influence of Customer Service and Firm- Level Characteristics on Customer Satisfaction Among Large Retail Supermarkets in Kenya: Theoretical Framework

Cherono, Vivian, Winifred N. Karugu, Peter Mwaura Njuguna


Different companies adopt different mechanisms to measure customer satisfaction and gain competitive edge. Principal component analysis identified five constructs which were found to influence respondents' decision to purchase: value, physical appearance, usage, prior experience and promotion. To achieve customer satisfaction therefore, most large firms are grappling to balance both the tangible and intangible consumer previous experience in order to maintain a destination of choice for its target audience. Customer service and firm level characteristics remain crucial elements of the retail mix that are of great significance to supermarket operations. Empirical review widely links the two aspects with customer satisfaction and that they are important for organization performance, growth, and sustainability amidst competition. However, previous studies have analyzed each aspect separately or looked at the variables independently which is a fact to be established in this study. The purpose of this study was to examine the influence of customer service and firm level characteristics on customer satisfaction among large retail supermarkets in Kenya. The study tested a conceptual framework of six variables which links customer service and firm level characteristics to customer satisfaction; customer loyalty card initiative; supermarket ambience; operation schedule; supermarket pricing differentiation; supermarket image; and supermarket location. Key words: Customer Service and Firm- Level Characteristics, Customer Satisfaction

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