Egy megújult Spar szupermarket vásárlókra gyakorolt hatásának vizsgálata = Study of the effect of a renewed spar supermarket on its customers

Valkó, Roland and Olsovszkyné Némedi, Andrea (2017) Egy megújult Spar szupermarket vásárlókra gyakorolt hatásának vizsgálata = Study of the effect of a renewed spar supermarket on its customers. ÉLELMISZER, TÁPLÁLKOZÁS ÉS MARKETING, 13 (1). pp. 25-29. ISSN 1786-3422

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Abstract

Nowadays, the existence of a business unit and the fact of the purchasing process are not enough by themselves to understand theconsumers’ behavior. Customers do not only have different preferences, but they are also critical, with higher and higher expectations.To understand all these, we carried out studies in the fully transformed SPAR supermarket in Kaposvár in 2016 and 2017. Ouraim was to come to know completely the effect that this renewed supermarket had on its customers. During the research the firstpillars were to determine the main aspect of choosing a shop and customer satisfaction. We mapped every inch of the shop by ob-servations based on predefined criteria. We were exposed to direct communication with numerous consumers that helped us to en-lighten further the strong and weak points of the shop. e first impression and all the information coming from direct experiencehad a positive effect thanks to the reopening. When the business unit became more and more cognoscible, more and more difficultiesand also positive experiences surfaced due to carrying out both purchasing process and specific researches as well. e observationssupported the result of the survey because amongst 159 customers the closeness of the shop and the habit primarily dominated asthe main factors when choosing a shop besides the nice and fresh appearance. After the formerly mentioned criteria there came theprices and the importance of the quality of the products, in different order. Concerning the modernized supermarket, customersexpressed either their satisfaction and loyalty or their dissatisfaction. However, by applying the Homburg-Stock employee satis-faction-loyalty matrix on the customers, we found that more than 80% of the respondents were satisfied with the shop and 40% ofthe consumers confirmed their loyalty. Still, in order to define the customer’s loyalty towards a product or a shop to a certaindegree, first the customer has to be satisfied and the satisfaction has to be maintained. Over time the expectation and longingsubside, giving space to the routine and the monotonous circulation of customers that need to be resolved by the marketing toolsof the supermarket.

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