A Study on Customer Satisfaction towards Big Mart Supermarket, Chitwan

Abstract

This study examines customer satisfaction at Big Mart Supermarket in Bharatpur, Chitwan, with the goal of identifying key factors shaping consumer perceptions and experiences. Adopting a descriptive research design and convenience sampling, data were gathered from 123 respondents via a structured online questionnaire, utilizing a five-point Likert scale to measure attitudes. The research is anchored in Customer Satisfaction Theory, drawing on Expectation-Confirmation Theory and the SERVQUAL model to assess service quality and customer expectations.
Findings indicate that while customers are generally satisfied with product quality, variety, and the overall shopping experience, concerns remain regarding pricing, promotional offers, and product freshness. Addressing these areas presents opportunities to enhance customer satisfaction, build loyalty, and expand the customer base. The respondent demographic is predominantly educated young adults aged 18–25, offering Big Mart valuable insights to refine its strategies and strengthen its market presence in Chitwan.