RESEARCH ON CUSTOMER IMPORTANCE AND SATISFACTION WITH ELEMENTS OF RETAILERS’ OFFER

The goal of the paper was to determine, by conducting continuous research, which elements of the offer of retailers are important to customers and how satisfied they are with each of those elements. For the purposes of the paper, qualitative research was conducted (in 2022) on a sample of 30 respondents, with 5 respondents from each age group (18-24, 25-34, 35-44, 45-54, 55-65 and 66 and over). The aim of the qualitative research was to find out important elements of the offer of retailers for the respondents, disregarding the price. After the qualitative research, two quantitative research were conducted. First in 2022 (n = 361) and second in 2023 (n = 394). In both studies, a nonprobability quota sample was used. In both studies, the same questionnaire was used, in which a Likert scale (of five degrees) was used. The elements of the offer that retailers need to improve the most in order to increase customer satisfaction are freshness of products (e.g., fruit and vegetables), availability of fresh fruit and vegetables, quality of available products, neatness of the store interior. The contribution of the paper comes from presenting important results of two quantitative studies.