Tittle : Largest Retail Competition in Indonesia
Source : Journal of International Retail
Author: Sendy Thahir
Year: 2009The research objective is to measure the level of customer satisfaction on Indomaret and Alfamart, and identifying whether the strategic location and discounted price have a relationship with customer satisfaction or not.
To analyze the data there are several statistical tests need to be conducted. From An Overview of SPSS for Windows Step by Step book. The researcher can learn to analyze the data obtained for the research purpose. There are many statistical tests that can be used to obtain the findings such as the frequencies, descriptive, cross tabulation, chi-square, one way ANOVAs, regression, factor analysis starting from extraction. To achieve the objectives, findings and hypothesis test, the researcher just need to use several statistical tests, such as frequencies to obtain the demographic profile of the respondents. Means, to obtain the number of means of the variables to obtain the level of customer satisfaction numbers, because the researcher need to compare the level of customer satisfaction on both of service category, Indomaret and Alfamart. The use of cross tabulation and chi square techniques will be the importance part to examine whether there is a significant level on both of the variables.
The level of customer satisfaction of Indomaret are 2, 32 and for Alfamart are 2, 37. Show that most of the respondents are more satisfied with Indomaret rather than Alfamart.
The research result that the discounted price and strategic location have relationship with the customer satisfaction.
Both of Indomaret and Alfamart performance were very good, although there is still the room for improvement. By offering discounted price to the customer, it will influence the customers to come again to the places, moreover, Alfamart and Indomaret have to consistently offer the discounted price product every period although they have to give another discount or bazaar during the holiday event, whereas some people spend their time to relax, shopping or recreation.
“Consumers may also judge the price paid relative to the consistency of the performance of the product or service” (Herman, A, Xia, L, Monroe, Kent B, Huber, F 2007)
By concentrating more on the convenience of shopping, Alfamart and Indomaret can offer the free park for the minimum purchase. Security and camera would really help for the safety and conveniently. The products that are arrange in a proper way, selecting the product and return the product to the factory if the expired date that will come. “When employees' beliefs about what they are supposed to be accomplishing on the job and how well they are doing are accurate, they behave more effectively” (Gilbert, G Ronald 2000). The service can still be improved by giving the employees an additional training programme to increase their performance.
“Negative perceptions of service may ultimately damage the reputation and profitability of the business”.(Hensley, Rhonda L & Sulek, J 2007). To avoid the negative perception, the service must be improved.
By recognizing the factors that influence the level of customer satisfaction, the management, marketers and entrepreneurs can have the research result for their future strategies and future improvements.
The level of customer satisfaction of Indomaret are 2, 32 and for Alfamart are 2, 37. Show that most of the respondents are more satisfied with Indomaret rather than Alfamart.
The research result that the discounted price and strategic location have relationship with the customer satisfaction.
Both of Indomaret and Alfamart performance were very good, although there is still the room for improvement. By offering discounted price to the customer, it will influence the customers to come again to the places, moreover, Alfamart and Indomaret have to consistently offer the discounted price product every period although they have to give another discount or bazaar during the holiday event, whereas some people spend their time to relax, shopping or recreation.
“Consumers may also judge the price paid relative to the consistency of the performance of the product or service” (Herman, A, Xia, L, Monroe, Kent B, Huber, F 2007)
By concentrating more on the convenience of shopping, Alfamart and Indomaret can offer the free park for the minimum purchase. Security and camera would really help for the safety and conveniently. The products that are arrange in a proper way, selecting the product and return the product to the factory if the expired date that will come. “When employees' beliefs about what they are supposed to be accomplishing on the job and how well they are doing are accurate, they behave more effectively” (Gilbert, G Ronald 2000). The service can still be improved by giving the employees an additional training programme to increase their performance.
“Negative perceptions of service may ultimately damage the reputation and profitability of the business”.(Hensley, Rhonda L & Sulek, J 2007). To avoid the negative perception, the service must be improved.
By recognizing the factors that influence the level of customer satisfaction, the management, marketers and entrepreneurs can have the research result for their future strategies and future improvements.
