EVALUATION OF CONSUMER PREFERENCES AND SATISFACTION IN A FURNITURE RETAIL CHAIN: A CASE STUDY FROM SLOVAKIA
Keywords:
furniture; retail chain; customer satisfaction; regression analysis; ANOVA.Abstract
This paper presents the results of a survey focused on customer preferences and satisfaction levels within the furniture retail chain JYSK. The survey was conducted among 320 respondents across Slovakia, with a predominant representation from the Banská Bystrica region due to the sampling technique. Data collection focused on identifying the most frequently purchased product types, the preferred purchase method, the most common way of gaining information about retailers' offers and assessing satisfaction with key criteria: product availability in the store, staff expertise, store layout, product assortment, payment options, and delivery services. The study simultaneously identifies the main determinants of customer satisfaction and reveals current trends in the furniture retail market. This practical knowledge provides valuable guidance for optimizing marketing strategies, improving customer service, and adapting the product portfolio to meet consumer expectations and requirements as much as possible.
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