Retail Mix, Service Quality and Customer Satisfaction: An Empirical Study in The Food Retail Chain Sub-Sector of Dhaka City

The study investigates the importance of different retail mix elements and the effect of retail mix and service quality on customer satisfaction in the food retail chain sub-sector of Dhaka city. The study is based upon the empirical findings of a quantitative research where primary data is collected by surveying a structured questionnaire. Most elements of the retail mix play a significant role in the shoppers’ buying decision process to select a retail outlet. The study indicates that strength of the relationship between retail mix and customer satisfaction is moderate. There is, however, strong and positive association between service quality and customer satisfaction in the food retail chain sub-sector of Dhaka city. The study provides directions for further research and suggests managers in retail industry of Bangladesh to focus on formulating retail mix elements properly as these play significant role in shoppers’ buying behaviour and develops customer satisfaction.