ATMOSPHERE ATTRIBUTES AND CUSTOMER SATISFACTION: A CASE STUDY OF CARGILLS SUPERMARKET MATARA

Abstract

A distinctive retailing needs to improve its image in the long-run. Atmosphere can help to create that positive customer image which leads to customer satisfaction. It not only encourages customer satisfaction, but also reinforces the store advertising effort. Internal and external atmosphere variables play the main role in the success or failure of retailing. Atmosphere can be defined as everything that customer sees, both internal and external, that creates a positive image of a business and result in attention, interest, desire and action on the part of the customer. As far as product that are offered by the supermarkets are concerned, it is very similar in the industry level. But the differentiator is the level of service quality and how customers perceived it. Therefore, supermarkets can apply internal and external atmosphere variables. The main objective of the research study is to identify the role of internal and external atmosphere on customer satisfaction related in the supermarket segment in Matara district. Data were collected through a structured questionnaire from 205 respondents who were willing to purchase products from Cargills Food City in Matara district. Collected data were analyzed using correlation and regression techniques through SPSS. Findings revealed that, atmosphere variables have a high impact on customer satisfaction in supermarkets. In terms of regression analysis, there is a significant positive impact of atmosphere attributes on customer satisfaction. Furthermore, correlation proved that, there is a positive relationship between studied variables of internal atmosphere, external atmosphere and customer satisfaction. Therefore, supermarket atmosphere does have impact on customer satisfaction and it is recommended that supermarkets must take due care creating and developing its atmosphere variables