SATISFACTION BAROMETER OF THE CUSTOMERS OF AUCHAN RUSSIA

Year 2011, Volume: 3 Issue: 1, 59 - 66, 01.06.2011

Barbara Timar Nagyne

Abstract

Customer satisfaction research helps businesses build stronger relationships. The
establishments need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. This
international retail group in Russia yearly surveys satisfaction researches. I have
been working for the research department since April 2010 and I planned and
carried the last project into display. In my presentation I would like to
demonstrate the succeeds. The questionnaires were realized in august 2010, in 7
hypermarkets in 4 cities of Russia. Aims at principal of satisfaction barometer
were:
• to measure the quality of service really perceived by the most regular
customers in each store,
• to propose the evolutions of satisfaction,
• to underline the strength and the weaknesses of the store and its regional
performances,
• to identify the relative importance of dimensions of service in the total
satisfaction of the customers,
• and to draw the priority actions from them to improve total satisfaction of
the customers.

Keywords

Customer satisfaction, Research, Russian market

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