Factors Influencing Customer Satisfaction in Retail Chains in Bosnia and Herzegovina: A Case of Bingo d.o.o.
Keywords:
Bingo, Customer Satisfaction, Product Diversity, Sales Quality, Service QualityAbstract
Retail chains are continuously improving their strategies to fulfill client desires and guarantee long-term satisfaction in the competitive retail industry, where customer loyalty is a valued commodity. With a particular focus on "Bingo," a well-known retail chain, this study examines the major variables affecting consumer satisfaction and loyalty in the context of Bosnia and Herzegovina's retail sector. The study looks at important factors such as price strategies, product diversity, perceived sales quality, and sales staff competency. Customers of "Bingo," using a quantitative approach, were asked to complete an electronic survey that collected information on their opinions on staff interactions, pricing, product variety, and service quality. The results show a strong positive correlation between total consumer happiness and elements like competitive pricing, product assortment, and perceived service quality. Additionally, the study shows that promoting client loyalty requires high levels of customer satisfaction. By presenting actual data on the factors influencing consumer satisfaction in the retail industry and making insightful recommendations for retail managers, the study adds to the body of knowledge already in existence. The knowledge gathered from this study can help retail companies, especially those in Bosnia and Herzegovina, optimize their tactics to increase client pleasure and foster enduring loyalty.
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