Customer Satisfaction With Retail Store Attributes: Findings From The Croatian Food Retailing

Store satisfaction is considered to be one of the most important factors influencing store loyalty. The issue of consumer satisfaction with the store in the Croatian retail environment has been insufficiently researched, especially when it comes to considering consumer satisfaction with certain store attributes. Therefore, the aim of this paper is to determine the level of consumer satisfaction with individual retail store attributes and to determine the existence of differences in the level of consumer satisfaction in relation to their socio-demographic and behavioural characteristics. The research results on a sample of Croatian consumers show that consumers are most satisfied with the physical environment of the store and store personnel, while they were least satisfied with additional services and prices. In addition, differences in the level of satisfaction with certain store attributes and socio-demographic and behavioural characteristics of consumers were identified. Although the sample used and the implementation of the research in a single Croatian county limit the generalization of the findings, the paper contributes to the existing literature by providing insights into consumer satisfaction with the store in the Croatian food retailing.