Abstract

In the midst of fierce competition and increased number of retail outlets providing a variety of products, customers have become accustomed to patronizing multiple outlets and keeping customers satisfied has never been more important than currently. Retailers have recognized this trend and are of the view that customer satisfaction plays a role in the success of business strategies. Retailers need to understand how to satisfy their customers in order to enhance their appeal and increase consumer loyalty. The aim of this study was to evaluate customer satisfaction within the fast moving consumer goods industry at Pick n Pay Woodmead in Gauteng Province in the Republic of South Africa.

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