Influence of Category Management on Customer Satisfaction: Evidence from Karachi’s Retail Stores
32 Pages Posted: 14 Jan 2020 Last revised: 20 Jan 2020
Date Written: December 28, 2019
This article offers an insight into category management (CM) practices and their relative impact on customer satisfaction within Karachi retail stores. Six variables of category management i.e. product assortment, product pricing, product presentation, product promotion, product availability, and customer service were analyzed and their impact on Karachi’s shopper satisfaction was established. The data was collected from250 Karachi’s shoppers from three different Karachi’s retail stores by means of a questionnaire-based survey. Analysis was done using structured Equation Modelling and Confirmatory Factor Analysis. Findings indicated that customer satisfaction was largely driven by a product presentation, product pricing and excellence in customer service. However, product availability has also a minimal effect on customer satisfaction. But product promotion and product assortment had an insignificant effect on customer satisfaction. Recommendations for the supplier is to make sure that their category in a retail store should present in a different, yet attractive way and suggestion for the retail owner is to train their staff so much so that they know the significance of delivering exceptional customer service on customer satisfaction.
Keywords: category management, category captain, attributes influence on shoppers, assortment, pricing, product presentation, promotion, product availability, customer service, shopper satisfaction, Karachi, SEM, CFA
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