PGRM8.100 Applied Research Methods: Customer Satisfaction Review

This report presents a comprehensive literature review on the importance of customer satisfaction in the retail industry. It begins with an overview of a selected paper by Yulia and Daniel (2018), discussing its methodology, findings, and limitations. The review then delves into two qualitative research articles, analyzing the antecedents and consequences of customer satisfaction in food & grocery retailing and the strategies retailers use to build brand loyalty and improve customer experience. The report further examines two quantitative research articles, focusing on determining shopping malls customers’ satisfaction and loyalty, and the impact of category management practices on customer satisfaction in the Kuwaiti grocery retail sector. The analysis includes a critique of research methods, key findings, and limitations of each article, providing a thorough understanding of the current research landscape and insights into strategies for enhancing customer satisfaction and brand loyalty within the retail industry.