Develop a model for measuring customer satisfaction in chain stores”” Case study: Yas Store (Review Completed - Accepted)
Discovering customer requirements and needs then fulfilling them better and more efficiently than competitors cause customer satisfaction; therefore, it can be one of the requirements of the company’s success recently. The purpose of this paper is to propose and evaluate a model for measuring customer satisfaction in Yas store. This study is a descriptive survey that Yas store’s customers form the sample; 384 customers are selected by using non-random sampling of the kind of judgment method. Questionnaire is the main tool of this research for data collection. The research model was tested using path analysis that results indicate a significant relationship among customer expectations, employees’ behaviors and store indexes with customer satisfaction in Yas shop.
Keywords: Behavior, Customer, Expectations and Store, Measurement, Satisfaction