!!!!

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TABLE OF CONTENTS
1.#EXECUTIVE#SUMMARY#

3#

2.#MARKETING#PROBLEM#

4#

3.#MARKETING#RESEARCH#OBJECTIVES#

4#

4.#CUSTOMER#SEGMENTATION#

5#

4.1#CURRENT#TARGET#SEGMENTS#
4.2#RECOMMENDED#TARGET#SEGMENTS#

5#
5#

5.#METHODS#OF#ACCESSING#DATA#

6#

5.1#PRIMARY#RESEARCH#
5.2#SECONDARY#RESEARCH#

6#
6#

6.#RESEARCH#DESIGN#

7#

6.1#EXPLORATORY#RESEARCH#
6.1.1!OBSERVATIONAL!STUDY!
6.1.2!IN6DEPTH!INTERVIEW!
6.1.3!FOCUS!GROUP!
6.2#DESCRIPTIVE#RESEARCH#
6.2.1!COMPUTER6ADMINISTERED!SURVEY!
6.2.1.1!DESIGNING!DATA!COLLECTION!FORMS!
6.2.1.2!SAMPLE!PLAN!AND!SAMPLE!SIZE!

7#
7!
7!
8!
9#
9!
9!
11!

7.#ANALYSIS#OF#RESULTS#

12#

7.1#EXPLORATORY#RESEARCH#
7.1.1!OBSERVATION!STUDY!FINDINGS!
7.1.2!IN6DEPTH!INTERVIEW!FINDINGS!
7.1.3!FOCUS!GROUP!FINDINGS!
7.2#DESCRIPTIVE#RESEARCH#
7.2.1!SURVEY!QUESTIONNAIRE!FINDINGS!
7.2.1.1!SPSS!ANALYSIS!

12#
12!
13!
13!
13#
14!
14!

8.#LIMITATIONS#

26#

9.#RECOMMENDATIONS#

27#

11.#REFERENCES#

30#

12.#APPENDICES#

31#

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1. EXECUTIVE SUMMARY
Sheng! Siong! is! one! of! Singapores!
largest!
supermarkets,!
grossing!
revenue! of! about! S$637.3! million! for!
FY2012.! As! of! 31! December! 2012,! it!
has!33!stores!island!wide.!These!stores!
are! primarily! located! in! the! heartland!
areas! of! Singapore.! Currently,! it! is!
ranked! fourth! in! Singapores!
supermarket!industry,!behind!its!main!competitors!Giant,!Cold!Storage!and!NTUC!FairPrice1.!
Its! target! segment! is! heartlanders! and! middle6income! earners.! This! report! will! focus! on!
analysing! the! main! drivers! of! customer! satisfaction! in! the! supermarket! industry,! and!
evaluate!Sheng!Siongs!performance!on!these!drivers!to!make!purposeful!recommendations!
that!will!enable!Sheng!Siong!to!improve!their!level!of!customer!satisfaction.!!
!
We!adopted!primary!and!secondary!research!methods!to!gain!a!better!understanding!of!the!
research! problem.! From! our! research,! it! was! revealed! that! there! are! three! key! drivers! for!
customer! satisfaction! ! internal! store! environment,! convenience,! and! products.! However,!
Sheng!Siong!is!not!performing!well!in!these!aspects!as!compared!to!its!competitors,!which!
results!in!their!poor!level!of!customer!satisfaction.!Hence,!Sheng!Siong!faces!challenges!in!
improving!customers!perceptions!in!three!aspects.!!
!
To!address!these!main!challenges,!we!recommend!that!Sheng!Siong!improve!their!internal!
store!environment!in!terms!of!cleanliness!and!smell!by!separating!their!wet!market!segment!
from! their! dry! supermarket! segment.! Furthermore,! although! Sheng! Siong! has! over! 30!
outlets! across! the! island,! many! of! which! have! 246hour! operations,! this! is! not! widely!
acknowledged!by!the!public.!Hence,!Sheng!Siong!can!work!towards!increasing!awareness!of!
their!246hour!outlets!across!the!island!to!improve!customers!perceptions!of!convenience.!In!
addition,! perceived! convenience! can! be! improved! if! Sheng! Siong! expands! beyond! the!
heartland! areas! by! opening! more! outlets! in! the! central! business! district! area.! In! terms! of!
product! variety,! Sheng! Siong! can! seek! offering! more! premium! products,! as! well! as! more!
brands!of!each!type!of!product.!!
!
In!conclusion,!we!foresee!an!improvement!in!Sheng!Siongs!overall!customer!satisfaction!as!
our! various! recommendations! seek! to! deliver! better! customer! value.! Increasing! customer!
satisfaction! will! potentially! enhance! customer! loyalty! and! hence! business! performance,!
which!would!enable!Sheng!Siong!to!rise!to!the!top!of!the!supermarket!industry!and!overtake!
its!main!competitors.!!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
1

!Underdog(no(more:(Fairprice(and(dairy(farm(get(competition(from(Sheng(Siong.!(2012,!Jun!06).!Retrieved!
from!http://sbr.com.sg/retail/news/underdog6no6more6fairprice6and6dairy6farm6get6competition6sheng6siong!
2
!Refer!to!Section!11!!References!!

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2. MARKETING PROBLEM
Across! all! supermarkets! in! Singapore,! our! team! will! be! focusing! on! Sheng! Siong! as! the!
company!is!experiencing!low!levels!of!customer!satisfaction!in!this!particular!industry.!!
!
This! research! is! intended! to! rectify! the! low! levels! of! customer! satisfaction! situation! by!
identifying!marketing!opportunities!and!problems!presented!during!our!marketing!research.!!
Subsequently,!recommendations!will!be!made!to!target!key!drivers!of!customer!satisfaction!
that!Sheng!Siong!is!performing!poorly!in.!

3. MARKETING RESEARCH OBJECTIVES

These!are!the!main!objectives!of!our!research:!
1. To!understand!the!factors!that!drive!customer!satisfaction!for!supermarkets!in!Singapore!
2. To!understand!customers!perceived!value!of!the!service!level!of!Sheng!Siong!!
3. Benchmark! Sheng! Siong! against! major! competitors,! i.e.! NTUC! Fairprice,! Giant! and! Cold!
Storage!!
4. To!conduct!non6actionable!analysis!(Net!Promoter!Score!(NPS),!Perceptual!mapping,!etc.)!
to!gauge!the!current!perceptual!position!of!Sheng!Siong!relative!to!its!main!competitors!
5. To! ascertain! actionable! data! through! the! use! of! statistical! research! (SPSS)! and! make!
recommendations! to! improve! customer! satisfaction! for! Sheng! Siong! from! the! results!
obtained.!!
!

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4. CUSTOMER SEGMENTATION
4.1 CURRENT TARGET SEGMENTS
4.1.1#HEARTLANDERS#
With! Sheng! Siongs! strategic! location! in! the!
heartland!areas,!its!outlets!are!more!accessible!to!
heartlanders,! especially! housewives! and! aunties.!
Besides,! majority! of! their! staff! are! Mandarin6
speaking!and!this!eases!the!shopping!experience!
for! traditional! old! folks! or! aunties! who! are!
mainly!converse!in!Mandarin!or!Chinese!dialects.!
These! customers! frequent! Sheng! Siong! as! they!
can! readily! approach! any! of! the! staff! and! know!
that!they!would!be!able!to!understand!and!assist!
them!appropriately.!!

4.2 RECOMMENDED TARGET SEGMENTS

4.2.1#STUDENTS#
At! the! moment,! Sheng! Siong! does! not! attract!
many!students!or!youth!as!they!associate!it!with!
an!older!customer!segment.!Furthermore,!Sheng!
Siong!has!little!or!no!outlets!near!schools,!which!
could! deter! students! from! patronizing! it.!
Understanding! that! students! have! a! higher!
customer! lifetime! value,! Sheng! Siong! could!
expand! its! target! segment! to! include! students.!
This!is!because!students!purchasing!power!will!increase!over!time,!especially!after!they!join!
the!workforce!and!start!families!of!their!own.!Retaining!this!group!of!customers!would!be!
beneficial!to!Sheng!Siong!in!the!long!run.!
4.2.2#WORKING#ADULTS#
Perhaps! because! of! their! heartland! locations,!
working!adults!may!have!deemed!Sheng!Siong!as!
a! less! accessible! option! as! compared! to!
supermarkets! in! the! CBDs.! However,! these!
professional! working! adults! tend! to! enjoy! a!
higher! standard! of! living! and! would! be! more!
willing! to! spend.! Sheng! Siong! could! target! this!
segment!due!to!their!higher!spending!power.!!
!

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5. METHODS OF ACCESSING DATA

We! employed! both! primary! and! secondary! research! for! this! project.! Executing! in!
chronological! order,! we! conducted! a! focus! group,! performed! academic! research,! drafted!
and!fielded!our!questionnaire.!Other!on6going!research!such!as!depth!interviews!and!online!
databases! research! were! done! simultaneously! throughout! the! duration! of! the! data!
collection!phase!of!the!project.!
!

5.1 PRIMARY RESEARCH

Our!primary!research!comprises!of!observation!studies,!focus!group,!depth!interviews!and!
survey.!The!first!three!methodologies!will!be!elaborated!under!exploratory!research!while!
the!latter!will!be!discussed!later!in!descriptive!research.!
!

5.2 SECONDARY RESEARCH

For! secondary! research,! our! sources! included! marketing! journals,! annual! reports,! online!
databases! and! websites 2 .! We! gathered! secondary! information! by! reviewing! academic!
articles!on!customer!satisfaction!and!the!supermarket!industry.!This!literary!process!offered!
beneficial!ideas!and!reference!when!crafting!our!questionnaire.!For!instance,!Lu,!Guo!&!An!
(2007)!considered!the!availability!of!car!park!spaces!for!the!convenience!construct.!This!is!a!
factor!that!was!never!brought!up!during!our!focus!group!and!observational!study.!Besides,!
Jayasankaraprasad! &! Kumar! (2012)! and! Sreedhara! &! Babu! (2010)! have! affirmed! our! six!
identified!salient!constructs!of!supermarkets!customer!satisfaction,!which!we!had!derived!
from!our!focus!group.!!
!
In! addition,! prior! to! embarking! on! this! project,! we! found! many! studies! on! customer!
satisfaction!with!supermarkets!in!various!countries!like!Lithuania!(Pileliene!&!Grigaliunaite,!
2013),!China!(Lu,!Guo!&!An,!2007)!and!India!(Ganguli!&!Kumar,!2008).!However,!there!was!
no! specific! study! regarding! the! supermarket! industry! in! Singapore,! suggesting! that! the!
Singapore!supermarket!industry!has!not!been!looked!into!yet.!Hence!this!project!could!also!
serve!to!bridge!the!existing!research!gap!to!understand!and!analyze!customer!satisfaction!
with! regards! to! supermarkets! in! Singapore.! Apart! from! these,! many! articles,! similar! to!
Fazlzadeh!et!al.!(2012),!also!recommended!future!studies!to!understand!the!demographics!
of!customers!and!their!shopping!habits.!!
!
We!also!looked!at!Sheng!Siongs!annual!reports!to!gain!better!understanding!of!their!market!
performance.! Online! databases! such! as! MarketLine! were! used! to! obtain! relevant!
information!regarding!the!supermarket!industry!as!a!whole.!!
!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
2

!Refer!to!Section!11!!References!!

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6. RESEARCH DESIGN
As!we!had!little!knowledge!of!the!problems!faced!by!most!customers!regarding!shopping!at!
supermarkets,! we! conducted! exploratory! and! descriptive! research! to! gain! a! better!
understanding!of!the!constructs!that!contribute!to!customer!satisfaction!in!supermarkets.!

6.1 EXPLORATORY RESEARCH

We!conducted!observational!studies!and!focus!groups!at!the!outset!of!our!research!project!
to!establish!research!priorities!and!craft!our!survey!questions!for!descriptive!research.#
6.1.1#OBSERVATIONAL#STUDY##
We! conducted! 2! sets! of! observational! studies! to! observe! customers! shopping! behaviors!
and! various! factors! that! contribute! to! customer! satisfaction,! such! as! customer! service,!
pricing! of! products,! and! store! service.! The! observational! studies! were! carried! out! at! two!
different! branches! of! Sheng! Siong.! We! conducted! disguised! structured! observations! to!
record! customers! demographics,! as! well! as! unstructured! observations! to! get! a! better!
understanding! of! our! research! problem.! The! first! study! was! conducted! on! a! weekday! and!
the!second!was!conducted!on!a!weekend!to!have!a!better!representation!of!peak!and!non6
peak!periods!in!Sheng!Siong.!In!each!study,!10!observations!were!made3.!
!
Some!of!the!key!observations!that!we!took!note!of!were!the!waiting!time!at!the!checkout!
counters,! whether! they! actively! avoided! the! fresh! food! section,! and! whether! Sheng! Siong!
staff!were!helpful!and!responsive!to!customers!who!required!assistance.!!
6.1.2#INEDEPTH#INTERVIEW##
We! conducted! in6depth! interviews4!as! part! of! our! exploratory! research! to! obtain! a! more!
comprehensive!view!of!the!habits!and!motives!behind!individual!customers!behavior.!This!
gave! us! some! insights! on! what! customers! looked! for! when! they! visit! supermarkets,! their!
current! perceptions! on! supermarkets,! and! how! these! perceptions! were! formed.! These!
findings! contributed! to! the! vocabulary! used! in! our! perceptual! map,! and! ensured! that! we!
had!a!comprehensive!scope.!!
!
We!had!the!following!requirements!for!the!two!respondents:!
1) Student!!as!they!constitute!the!target!segment!for!our!recommendations!
2) Prior!shopping!experience!in!Sheng!Siong!
Hence,! we! found! 2! respondents! that! fit! the! criteria! above.! Both! were! friends! of! the!
interviewers,!which!provided!the!advantage!of!additional!willingness!to!share.!One6on6one!
meetings!were!conducted!with!2!respondents!in!a!Group!Study!Room!in!SMU!at!separate!
times.!The!meeting!place!provided!a!disturbance6free!and!comfortable!environment,!while!
the! intimacy! of! a! one6on6one! meeting! encouraged! each! respondent! to! share! his! or! her!
experiences!in!supermarkets!freely!without!interruption.!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
3
4

!Refer!to!Appendix!1!
!Refer!to!Appendix!3!

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6.1.3#FOCUS#GROUP##
We!brought!8!participants!together5!(all!of!whom!are!frequent!shoppers!at!supermarkets)!
and! guided! them! through! an! unstructured,! spontaneous! discussion! with! the! help! of! two!
moderators!from!our!group.!One!of!them!was!in!charge!of!facilitating!the!discussion!while!
the!other!took!down!the!participants!responses!so!that!the!facilitator!could!concentrate!on!
leading!the!discussion.!The!purpose!of!our!focus!group!was!to!gain!information!relevant!to!
our!research!problem!on!customers!perceptions!with!regards!to!supermarkets.!In!addition,!
another!objective!was!to!gain!a!comprehensive!list!of!useful!and!relevant!problems!for!us!to!
look! into,! with! respect! to! the! reasons! behind! the! currently! low! levels! of! customer!
satisfaction! at! Sheng! Siong.! We! conducted! our! focus! group! on! a! Monday! afternoon,! at! a!
classroom!in!SMU.!The!focus!group!lasted!for!an!hour,!which!was!a!relatively!short!time!to!
decrease!perceived!loss,!and!we!provided!each!of!our!participants!with!light!refreshments!
and!Sheng!Siong!$5!gift!vouchers!as!incentives!for!taking!part!in!our!focus!group!to!increase!
perceived!benefit.!!
!
We! began! our! session! with! a! round! of! introductions! amongst! the! participants,! building! a!
sense! of! rapport! and! familiarity! to! increase! trust! within! the! focus! group.! We! then! asked!
broad! questions! to! gain! general! insights! of! our! participants.! We! gradually! progressed! to!
more!intriguing!questions!relative!to!our!four!identified!supermarkets.!The!later!half!of!the!
session!was!devoted!to!more!specific!questions!regarding!each!persons!likes!and!dislikes!on!
the! supermarket! they! frequent! the! most.! In! order! to! gain! a! better! understanding! of!
customers!motives,!we!also!used!projective!techniques!by!asking!them!to!describe!a!typical!
customer! walking! into! Sheng! Siong,! NTUC! Fairprice,! Cold! Storage! and! Giant.! Finally,! we!
ended! with! a! sharing! session! in! which! participants! were! asked! to! rank! the! four!
supermarkets! according! to! their! preference! and! explain! the! reason! for! their! ranking.!
Hearing!the!voices!of!existing!supermarket!customers!helped!us!scope!our!project!in!terms!
of!identifying!aspects!of!supermarkets!to!delve!deeper!into.!!
!
This!led!to!our!decision!to!look!at!six!factors,!namely!customer!service,!store!service,!price,!
convenience,! products! as! well! as! the! internal! store! environment.! This! focus! group! also!
served!to!provide!existing!customers!vocabulary!of!Sheng!Siong!and!its!rival!competitors!for!
our!perceptual!map.!As!having!a!focus!group!was!simply!the!initial!research!for!this!project,!
it!was!not!necessary!to!ask!objective!questions.!Furthermore,!the!small!sample!size!of!the!
focus! group! would! limit! the! representativeness! of! responses! had! we! asked! objective!
questions.! These! objective! questions! surfaced! later! in! our! questionnaire,! which! will! be!
further!elaborated!in!Section!6.2.1.!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
5

!Refer!to!Appendix!2!

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6.2 DESCRIPTIVE RESEARCH

After!gaining!a!better!understanding!of!the!research!problem!through!exploratory!research,!
we! conducted! descriptive! research! via! computer6administered! surveys.! The! purpose! is! to!
expand!our!research!findings!to!a!larger!population,!in!order!to!gather!more!representative!
responses!regarding!customer!satisfaction!with!regards!to!supermarkets.!
6.2.1#COMPUTEREADMINISTERED#SURVEY6#
We! conducted! an! online! survey! through! Qualtrics,! which! falls! under! the! computer6
administered! category.! Respondents! completed! the! entire! survey! independently! online.!
When!respondents!missed!out!questions,!they!would!be!prompted!to!complete!the!missed!
question!before!moving!on.!To!garner!more!responses!for!our!main!survey,!an!online!link!to!
the! survey! was! sent! out! to! friends! and! family! via! social! media! platforms.! The! overall!
benefits! of! the! computer6administered! method! were! its! speed,! as! well! as! the! real6time!
capture! of! data,! which! enabled! us! to! analyze! data! as! they! could! be! easily! exported! into!
Microsoft!Excel!and!SPSS.!Respondents!were!able!to!complete!the!survey!at!their!own!pace.!
There!was!also!the!reduction!of!interviewer!evaluation!concerns,!and!expectation!bias!was!
also!minimized!through!the!use!of!the!attribute!method.!
6.2.1.1#DESIGNING#DATA#COLLECTION#FORMS#
A.#Wording#
Questions! were! kept! brief! and! grammatically! simple! with! no! more! than! 15! words! per!
sentence.! Effort! was! also! taken! to! ensure! that! there! were! no! double6barreled! or!
emotionally!loaded!questions,!so!that!the!survey!could!be!objectively!interpreted.!
B.#Question#Order##
We! took! note! of! the! question! order! and! placed! personal! and! sensitive! questions! (e.g.! the!
question! on! the! participants! monthly! income)! near! the! end! of! the! survey.! In! order! to!
prevent! confusion! and! increase! participants! willingness! to! do! the! survey,! we! decided! to!
split!the!survey!according!to!the!4!supermarkets.!This!meant!that!each!participant!only!had!
to!answer!one!set!of!questions!regarding!one!supermarket.!!
C.#Measurement#Scale#
A!76point!Modified!Likert!Scale!(1!being!Strongly!Disagree!and!7!being!Strongly!Agree)!
was!used!to!balance!the!degree!of!fineness!between!a!56point!scale!and!a!96point!scale,!and!
an!odd!scale!was!used!to!ensure!that!respondents!had!an!option!to!be!neutral.!As!concurred!
by! Al6Hindawe! (1996)! and! James! &! Perla! (2007),! a! 76point! Likert! scale! offers! sufficient!
variation!in!results!for!the!examined!constructs.!
!
We!then!used!the!attribute!method!by!asking!respondents!to!rate!the!factor!on!a!scale!of!1!
(least!applicable)!to!10!(most!applicable)!based!on!their!perception!in!order!to!find!out!the!
derived!importance!of!various!factors!that!had!been!previously!identified!during!the!focus!
group!through!participants!vocabulary!with!regards!to!supermarkets.!This!also!allowed!us!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
6

!Refer!to!Appendix!4!for!our!survey!questions!

`!

to! construct! a! perceptual! map! to! see! where! each! supermarket! stood! in! comparison! to! its!
competitors!in!customers!minds.!!
!
Furthermore,!we!asked!respondents!for!their!Net!Promoter!Score!as!it!is!a!leading!indicator!
of!customer!relationships!and!loyalty!towards!the!supermarket.!It!adopts!an!116point!scale,!
where!customers!who!rated!the!brand!0!to!6!are!regarded!as!detractors.!Customers!who!
rated!7!to!8!are!considered!to!be!passives!while!those!who!rated!9!to!10!are!promoters.!
We!also!measured!customer!loyalty!by!asking!respondents!if!they!would!continue!shopping!
at! the! supermarket! in! future.! The! Net! Promoter! Score! and! the! question! on! loyalty! reveal!
insights!on!future!potential!sales.!!
!
General! demographic! questions! and! purchaser! behavior! questions! were! also! included! to!
allow! profiling! of! the! respondents! and! enhance! the! richness! of! our! data.! These! questions!
allowed!us!to!use!descriptive!statistics!to!better!understand!our!sample.!!
D.#Organization#of#Questions#

Figure#1:#Constructs#of#Customer#Satisfaction#with#regards#to#Supermarkets#

Based!on!the!findings!from!our!focus!group!and!secondary!research,!we!identified!several!
salient! attributes! of! supermarkets! that! matter! to! customers.! In! order! to! analyze! which! of!
these! constructs! are! the! main! drivers! of! satisfaction,! we! measured! customer! satisfaction!
with! regards! to! 6! latent! constructs,! as! well! as! social! and! emotional! value,! on! a! 76point!
Modified!Likert!Scale.!Every!construct!had!3!to!7!questions,!as!seen!in!Figure!1!above,!and!
an!overall!satisfaction!question!based!on!that!construct.!An!overall!satisfaction!question!for!
the! supermarket! was! also! included! at! the! end! to! elicit! a! thoughtful! response! after! having!
the!respondents!review!the!various!aspects!of!the!prior!constructs.!
!

10

`!

The!survey!consisted!of!questions!ordered!in!a!logical!sequence:!
1) Customer!Service!
2) Store!Service!
3) Price!
4) Convenience!
5) Products!
6) Internal!Store!Environment!
7) Social!and!Emotional!Value!
8) Overall!Satisfaction!
9) Net!Promoter!Score!
10) Perceptual!Mapping!Question!(Attribute!Method)!
11) Demographic!Questions!
E.#Formatting#
We! also! adhered! to! the! Tailored! Design! Approach! by! increasing! the! perceived! rewards,!
decreasing! the! perceived! costs! and! increasing! trust! for! doing! the! survey.! Firstly,! we!
introduced! ourselves! as! students! from! Singapore! Management! University,! conducting! a!
survey!on!local!supermarkets.!We!also!highlighted!that!responses!were!strictly!confidential,!
so! as! to! reduce! social! desirability! bias,! thereby! increasing! participation.! Furthermore,! we!
included! one! of! our! members! email! address! so! that! respondents! could! contact! us! if! they!
had! any! enquires.! Lastly,! to! reduce! response! bias,! we! did! not! mention! that! our! client!
company! was! Sheng! Siong,! and! the! same! survey! questions! were! repeated! for! all! 4!
supermarkets.!The!SMU!logo!was!also!displayed!in!our!survey!to!show!that!our!survey!was!
sanctioned!by!an!authority,!hence!increasing!trust.!
F.#PreETest#
Prior! to! fielding! the! survey,! we! gathered! 5! people! to! pre6test! the! survey,! so! as! to!
understand!the!potential!difficulties!that!were!encountered!when!taking!the!survey.!Several!
questions!were!re6worded!to!make!the!survey!more!straightforward!and!less!ambiguous.!
6.2.1.2#SAMPLE#PLAN#AND#SAMPLE#SIZE#
Due! to! time! and! resource! constraints,! we! adopted! the! nonprobability! sampling! method!
through! convenience! and! quota! sampling.! Sample! units! were! identified! as! students.! We!
used! the! confidence! interval! method! of! determining! sample! size! to! ensure!
representativeness!of!our!convenience!sample.!The!sample!standard!deviation!(s),!was!7/6,!
because! our! survey! asked! respondents! to! rate! satisfaction! on! a! 76point! Likert! scale.! The!
margin!of!error!(e)!was!held!to!be!0.3!scale!points.!In!order!to!be!95%!confident!(z!=!1.96)!
in!our!results,!we!estimated!sample!size!(n)!to!be!as!follows:!

!
Thus,!we!obtained!60!responses!from!Sheng!Siong!customers,!and!half!of!that!from!each!of!
its! competitors! i.e.! 30! responses! each! from! NTUC! Fairprice,! Cold! Storage! and! Giant.! This!
added!up!to!a!total!of!150!responses!collected,!which!allowed!for!purposeful!comparisons!
to!be!made!between!the!various!supermarkets!in!our!analyses.!
!

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7. ANALYSIS OF RESULTS
7.1 EXPLORATORY RESEARCH
7.1.1#OBSERVATION#STUDY#FINDINGS#
Based!on!the!two!observation!studies,!we!made!some!findings!about!the!various!constructs!
that!contribute!to!customer!satisfaction.!
A.#Customer#Service#
It! was! observed! that! customers! generally! did! not! approach! the! supermarket! staff! for!
assistance.! However,! when! customers! approached! the! staff! on! some! occasions,! the! staff!
were!more!than!willing!to!help.!Some!of!them!even!stopped!what!they!were!doing!to!assist!
the!customers.!Sheng!Siongs!staff!displayed!good!customer!service!and!willingness!to!help!
customers.! We! also! noticed! that! majority! of! the! service! staff! conversed! with! their!
colleagues!and!customers!in!Mandarin.!!
B.#Store#Service#
In! general,! customers! did! not! face! long! queuing! times.! Out! of! all! the! observations! made,!
there! was! only! one! instance! in! which! a! customer! queued! for! 5! minutes! before! a! cashier!
served!her.!All!other!customers!were!observed!to!have!less!than!5!minutes!of!queuing!time.!
Furthermore,!time!taken!for!the!cashier!to!check!out!each!customers!items!was!very!short,!
taking! a! maximum! of! 4! minutes.! These! waiting! times! are! comparable! to! Sheng! Siongs!
competitors,! and! is! not! significantly! longer.! This! shows! that! Sheng! Siongs! store! service! is!
not!poor,!and!customers!do!not!face!long!waiting!times!when!they!are!queuing!to!check!out!
their!items.!!
C.#Price#
It!was!observed!that!there!were!many!ongoing!promotions!in!the!store,!and!there!were!also!
announcements! made! over! the! Public! Announcement! (PA! system)! to! inform! customers!
about! the! latest! promotions.! Another! key! observation! made! was! that! customers! tend! to!
stockpile! items! that! were! on! promotion,! such! as! cereal,! instant! coffee,! fruit! juices! and!
cheese.! We! observed! many! customers! buying! at! least! two! packets! of! each! promotional!
item.! Hence,! Sheng! Siongs! promotions! do! encourage! customers! to! purchase! more!
products.!Also,!it!was!observed!that!the!prices!of!products!in!Sheng!Siong!are!on!average,!10!
to!20!cents!cheaper!than!its!competitor,!NTUC!FairPrice,!and!30!to!50!cents!cheaper!than!
Cold!Storage.!For!example,!a!single!can!of!Coca!Cola!in!Sheng!Siong!costs!S$0.75,!while!the!
same!product!in!Cold!Storage!costs!S$1.20.!!
D.#Internal#Store#Environment#
The!store!was!easy!to!navigate,!with!aisles!that!were!wide!enough!to!fit!two!trolleys!side!by!
side.!Customers!generally!did!not!look!lost!and!were!able!to!navigate!their!way!around!the!
supermarket!easily.!However,!the!smell!of!the!fresh!food!section!affected!a!small!portion!of!
the!customers!observed!(5!out!of!20).!!We!also!observed!that!certain!aisles,!especially!that!
of!the!fresh!food!section,!were!rather!dirty.!

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7.1.2#INEDEPTH#INTERVIEW#FINDINGS#
From!the!in6depth!interviews,!we!discovered!that!customers!frequented!supermarkets!near!
their!homes.!This!prompted!us!to!delve!into!the!importance!of!convenience!in!our!report.!In!
addition,!we!discovered!that!for!both!respondents,!different!supermarkets!are!perceived!to!
have!different!specialties,!which!motivated!them!to!visit!these!supermarkets!despite!greater!
inconvenience.!For!example,!the!respondents!visited!Cold!Storage!because!they!wanted!to!
buy! premium! and! uncommon! items! like! quinoa! and! crme! frache,! while! Giant! is! visited!
when!they!desire!a!wide!range!of!products.!This!indicated!the!need!for!questions!pertaining!
to!a!supermarkets!product!range.!!
!
Another!area!of!concern!is!the!evaluation!of!Sheng!Siongs!internal!environment,!which!is!
perceived! as! unpleasant! due! to! its! smell! and! aisle! arrangement.! In! addition,! one! of! the!
respondents! described! her! experiences! interacting! with! the! staff! at! Fairprice! and! Cold!
Storage,!which!significantly!affected!her!perception!of!the!supermarket.!As!such,!we!intend!
to!include!internal!environment!and!store!service!level!in!the!scope!of!our!project.!
!
7.1.3#FOCUS#GROUP#FINDINGS#
We! found! that! the! main! reasons! our! focus! group! participants! cited! for! re6visiting! the!
supermarket!they!frequent!are!convenience,!products,!emotional!attachment,!internal!store!
atmosphere,! promotions! and! loyal! rebates,! as! detailed! in! the! Appendix! 3.! As! listed!
previously,!we!subsequently!managed!to!comprehensively!gather!the!opinions!that!we!have!
heard!and!summarized!them!into!six!key!constructs!!customer!service,!store!service,!price,!
convenience,! products! and! internal! store! environment.! ! A! particularly! striking! finding! was!
the!discussion!of!the!unpleasant!smell!in!Sheng!Siong.!Several!of!them!attributed!it!to!the!
sale! of! live! seafood! produce.! Furthermore,! an! interesting! revelation! was! that! Sheng! Siong!
has!an!appeal!to,!and!a!strong!association!with!the!older!crowd.!Most!young!supermarket!
shoppers!in!our!focus!group!shared!such!a!projected!impression.!Our!team!has!tailored!our!
recommendations! mainly! to! the! younger! group! of! customers,! as! they! were! the! main!
respondents!of!our!surveys!and!focus!group.!Positively,!Sheng!Siong!is!regarded!as!having!an!
affordable! price! range,! despite! its! relatively! lower! variety! of! international! and! premium!
products.!

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7.2 DESCRIPTIVE RESEARCH

7.2.1#SURVEY#QUESTIONNAIRE#FINDINGS#
7.2.1.1#SPSS#ANALYSIS#
A.#Reliability#
Using! SPSS,! we! measured! the! reliability! of! our! questionnaire.! For! all! constructs,! the!
Cronbach! Alpha! was! calculated! to! be! above! 0.7! (Table! 1),! hence! showing! that! there! is!
internal!consistency!within!each!construct!that!we!were!measuring.!!
!
CONSTRUCT#
CRONBACH#ALPHA#
Customer!Service!
Store!Service!
Prices!

0.941!
0.765!
0.913!

Convenience!
Products!

0.897!
0.886!

Internal!Store!Environment!

0.942!

Social!value!
Emotional!value!

0.910!
0.966!
Table#1:#Reliability#

B.#Validity#
We! conducted! face! validity! tests! and! found! that! each! of! the! measures! within! a! construct!
displayed!face!validity.!For!example,!The!products!are!affordable!and!The!products!offer!
value!for!money!are!clearly!measuring!the!price!of!products!within!the!supermarket.!!
!
We!carried!out!a!bi6variate!correlation!between!the!independent!variables!to!measure!the!
convergent! validity! of! the! measures.! From! the! results! gathered,! the! measures! do! display!
convergent!validity!such!that!measures!that!should!be!related!to!each!other!are!observed!to!
have! relations! with! each! other.! All! measures! in! a! construct! are! correlated! and! highly!
significant,! and! hence! there! is! convergent! validity,! as! can! be! seen! from! Table! 5.2! in!
Appendix!5.!
!
Discriminant!validity!ensures!that!variables!that!should!not!be!related!to!each!other!are!in!
fact!observed!to!not!be!related!to!each!other.!Discriminant!validity!between!the!Price!and!
Customer!Service!constructs!is!shown!in!Table!5.3!in!Appendix!5,!where!items!in!the!Price!
construct!have!a!higher!correlation!within!the!Price!construct!than!items!in!the!Customer!
Service!construct.!Most!of!our!questions!are!adapted!from!secondary!research.!Since!they!
have! been! published! and! hence! already! tested! for! discriminant! validity,! we! made! the!
assumption!that!our!questions!possess!discriminant!validity.!
!
!

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C.#Regression##Fit#of#the#Model#
We! collected! data! from! a! total! of! 151! respondents! (Sheng! Siong:! 61,! NTUC! Fairprice:! 30,!
Cold!Storage:!30,!Giant:!30)!from!the!online!survey.!!
!
Linear!regression!analysis!in!SPSS!was!conducted!to!determine!which!independent!variables!
were! the! most! important! drivers! of! satisfaction! for! supermarkets.! The! independent!
variables! were:! Customer! Service,! Store! Service,! Price,! Convenience,! Products,!
Internal!Store!Environment,!Social!Value!and!Emotional!Value.!
!
First,! we! checked! for! problems! of! multi6collinearity! because! we! had! many! independent!
variables.!It!was!important!for!us!to!check!that!all!items!were!more!closely!correlated!to!the!
construct! that! we! were! measuring! compared! to! other! constructs,! and! this! could! be!
determined! from! the! Variance! Inflation! Values! (VIF).! As! seen! from! VIF,! all! independent!
variables! had! VIF! values! below! 5,! as! shown! in! Table! 2! below.! Although! there! was! a! sign!
reversal!for!the!Beta!value!for!Customer!Service,!a!p6value!of!0.392!shows!that!it!was!not!
significant! in! driving! satisfaction! for! supermarkets.! Therefore! we! can! safely! conclude! that!
multi6collinearity!was!not!a!problem.!!
!
INDEPENDENT#
VARIABLES#

UNSTANDARDIZED# STANDARDIZED#
COEFFICIENTS#
COEFFICIENTS#
Beta#

Beta#

Customer#
Service#

6!0.59!
!

6!0.060!

Store#Service#

0.174!

Price#

SIG.#

COLLINEARITY#
STATISTICS#
Tolerance#

VIF#

0.392!

0.438!

2.282#

0.169!

0.015!

0.462!

2.167#

0.115!

0.141!

0.016!

0.648!

1.542#

Convenience#

0.175!

0.186!

0.002!

0.597!

1.674#

Products#

0.208!

0.210!

0.007!

0.367!

2.722#

Internal#Store#
Environment#

0.239!

0.309!

0.000!

0.437!

2.290#

Social#Value#

0.137!

0.149!

0.024!

0.507!

1.973#

Emotional#
Value#

0.007!

0.008!

0.909!

0.396!

2.522#

#Table#2:#Regression#

For the regression model, our overall satisfaction for the supermarket served as the
dependent variable. We have derived the equation of satisfaction from the
unstandardized beta coefficient values, where Satisfaction = 0.306 - 0.059 customer service
+ 0.174 store service + 0.115 pricing of products + 0.175 convenience + 0.208 product + 0.239
internal store environment + 0.137 social value + 0.007 emotional value. This equation would
be useful for Sheng Siong to improve on its customer satisfaction level and guide its
decisions to improve the stores.
!

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From!the!SPSS!results,!adjusted!R!squared!value!was!0.673,!as!shown!in!Table!3.!This!means!
that!the!independent!variables!account!for!67.3%!of!satisfaction.!
!
Model#

R#

R#Square#

Adjusted#R#Square#

Std.#Error#of#the#Estimate#

1!

.831a!

.691!

.673#

.572!

Table#3:#Adjusted#R#Squared#Value#

Figure! 2! below! shows! the! drivers! of! satisfaction! for! supermarkets.! Judging! from! the! p6
values,!Convenience,!Products!and!Internal!Store!Environment!were!the!most!important!
drivers! of! satisfaction! as! they! have! the! largest! beta! values! of! 0.186,! 0.210! and! 0.309!
respectively.! Furthermore,! they! have! very! significant! p6values! of! less! than! 0.01.! Other!
significant! drivers! were! Store! Service,! Price! and! Social! Value,! with! p6values! of! 0.015,!
0.016!and!0.024!respectively.!
!

Figure#2:#Drivers#of#Satisfaction#

Based! on! the! results! from! the! regression! of! the! overall! model,! we! performed! additional!
regression! analysis! on! the! latent! constructs! that! contributed! significantly! to! customer!
satisfaction.!This!will!allow!us!to!determine!the!drivers!of!these!constructs!and!specify!the!
key!areas!of!improvement!for!Sheng!Siong.!In!this!analysis,!overall!satisfaction!in!the!latent!
construct!will!be!the!dependent!variable,!while!the!questions!pertaining!to!the!construct!are!
the!independent!variables.!Subsequently,!we!will!determine!drivers!of!all!significant!(p6value!
!0.05)!constructs.!However,!our!recommendations!will!target!the!key!drivers!of!the!most!
important!constructs!(based!on!beta!values!!highlighted!in!blue!in!Figure!2).!
!

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i)#Key#drivers#of#overall#satisfaction#of#store#service!
The!adjusted!R!Square!of!the!model!is!more!than!0.5!(refer!to!Appendix!7,!Table!7.1),!which!
implies!that!the!model!is!a!good!fit.!Only!checkout!time!and!multiple!modes!of!payment!are!
significant! as! their! p6values! are! less! than! 0.05.! The! most! important! contributor! to! overall!
satisfaction!of!store!service!is!a!short!check!out!time,!with!a!beta!value!of!0.483.!To!improve!
store!service,!Sheng!Siong!should!focus!on!decreasing!check!out!time.!
!
ii)#Key#drivers#of#overall#satisfaction#of#pricing#
The!adjusted!R!square!for!pricing!is!more!than!0.5!(refer!to!Appendix!7,!Table!7.2),!which!
indicates!that!the!items!have!a!considerable!impact!on!price.!Products!that!are!affordable,!
offer! value! for! money,! attractive! price! promotions! and! loyalty! point! system! are! highly!
significant,! with! p6values! less! than! 0.01.! Products! that! are! value! for! money! and! price!
promotions!are!the!highest!contributors!to!satisfaction,!with!beta!values!of!0.305!and!0.377!
respectively.! Sheng! Siong! should! continue! enhancing! its! products! value6for6money! and!
conduct!promotions!to!retain!customer!satisfaction!and!behavioral!loyalty!in!this!area.!
#
iii)#Key#drivers#of#overall#satisfaction#of#products#
Adjusted! R! square! in! the! model! for! products! is! more! than! 0.5! (refer! to! Appendix! 7,! Table!
7.3),! indicating! that! the! model! is! a! good! fit.! Having! fresh! perishable! goods,! carrying!
premium! products,! having! large! variety! of! brands! for! all! products! and! always! having!
products!in6stock!are!highly!significant!to!satisfaction!of!products!offered,!as!their!p6values!
are!less!than!0.01.!Among!them,!having!many!brands!available!and!always!having!products!
in6stock!have!the!highest!beta!values,!0.344!and!0.363!respectively.!It!can!be!deduced!that!
always!having!stocks!available!is!very!important!to!customers.!!
!
iv)#Key#drivers#of#overall#satisfaction#of#internal#environment#
The!adjusted!R!square!value!of!the!model!is!larger!than!0.5!(refer!to!Appendix!7,!Table!7.4),!
hence! the! model! is! a! good! fit! in! measuring! in! overall! satisfaction! of! internal! store!
environment.!A!pleasant!smell!and!sufficient!room!for!navigation!in!the!supermarket!were!
highly! significant,! with! beta! values! of! 0.267! and! 0.386! respectively.! Reorganization! of! the!
store!layout!of!its!fresh!seafood!and!other!products!to!reduce!smell,!as!well!as!investing!in!
larger!aisle!space,!will!improve!customer!satisfaction.!
!
v)#Key#drivers#of#overall#satisfaction#of#convenience#
Based! on! the! adjusted! R! square! value! that! exceeds! 0.5! (refer! to! Appendix! 7,! Table! 7.5),! a!
sizable!part!of!the!variation!in!overall!satisfaction!of!convenience!depends!on!the!questions!
asked.!In!particular,!accessibility!and!generous!opening!hours!were!highly!significant,!with!p6
values!less!than!0.01.!Accessibility!had!a!beta!of!0.379,!while!opening!hours!that!catered!to!
peoples!needs!had!a!beta!of!0.430.!As!such,!to!improve!customer!satisfaction!in!this!area,!
Sheng!Siong!should!advertise!its!246hour!outlets!more!vigorously.!
!
vi)#Key#drivers#of#overall#satisfaction#of#social#value#
The!adjusted!R!square!value!of!the!model!is!larger!than!0.5!(refer!to!Appendix!7,!Table!7.6),!
indicating! that! the! model! is! a! good! fit.! Having! people! see! them! shop! at! the! store,! telling!
people! that! they! shop! at! the! store! and! shopping! together! with! friends! and! family! at! the!

17

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store!are!important!contributing!factors!contributing!to!high!level!of!social!value,!with!beta!
values!of!0.430,!0.383,!and!0.434!respectively.!Therefore!Sheng!Siong!should!consider!ways!
in!which!customers!will!experience!high!social!value!when!they!shop!at!the!store.!
!
vii)#Overall#recommended#improvements#
Given! that! the! first! round! of! regression! has! yielded! internal! store! environment,! products!
and!convenience!as!the!top!3!determinants!of!overall!customer!satisfaction,!we!recommend!
that! Sheng! Siong! focus! on! the! key! drivers! of! satisfaction! in! these! 2! latent! constructs! to!
achieve!the!most!increase!in!satisfaction!with!resources!spent.!!
!
7.2.1.2#PERCEPTUAL#MAP#

Figure#3:#Perceptual#Map#

The! perceptual! map! above! is! a! visual! representation! of! respondents! perception! of! the! 4!
main!competitors!in!the!supermarket!industry.!It!shows!which!supermarkets!are!perceived!
to! be! similar! and! which! compete! against! each! other.! Based! on! the! relative! distances!
between! each! supermarket,! FairPrice,! Giant! and! Sheng! Siong! are! positioned! closer! to! one!
another! as! compared! to! Cold! Storage,! and! are! considered! to! be! direct! competitors.! Thus,!
brand!switching!is!more!likely!to!occur!between!products!offered!by!these!3!supermarkets.!!

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!
One!important!insight!that!the!map!illustrates!is!that!it!identifies!how!every!supermarket!is!
perceived! on! each! attribute.! For! instance,! Sheng! Siong! is! viewed! by! customers! as! the!
supermarket!that!provides!the!most!value!for!money!for!its!products!and!widest!variety!of!
products! because! it! is! the! furthest! from! the! origin! of! the! Value! for! Money! and! Wide!
Variety! lines.! This! is! reflected! in! our! focus! group! where! participants! noted! that! Sheng!
Siongs!products!were!relatively!cheaper!than!that!of!other!supermarkets.!Furthermore,!we!
also!noticed!from!our!observational!studies!that!Sheng!Siong!offers!household!appliances,!
live! seafood,! and! also! more! house! brands! than! its! competitors,! which! suggests! that! they!
have!a!wide!variety!of!products.!
However,!it!is!positioned!closest!to!the!origin!on!all!the!other!5!dimensions,!which!indicates!
that! customers! perceive! it! to! be! lacking! in! service,! quality! (Fresh),! convenience! and!
internal!store!environment!(Clean!and!Well6lit),!as!compared!to!its!competitors.!!!
!
The!table!below!shows!a!summary!of!customers!strength!of!perception!of!the!7!important!
dimensions:!

!
!
The! angle! between! attribute! lines! also! contains! important! information.! The! small! angles!
between! fresh,! clean,! good! service! and! well6lit! suggest! that! these! attributes! are! highly!
related!i.e.!attributes!contributing!to!the!internal!store!environment!are!important!factors!
that!affect!customer!satisfaction.!!
!

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7.2.1.3#BENCHMARKING#
!
From!our!SPSS!regression!analysis,!we!discovered!that!the!main!drivers!of!satisfaction!were!
Convenience,!Products!and!Internal!Store!Environment.!To!see!how!well!Sheng!Siong!is!
doing!for!all!the!drivers!as!compared!to!its!competitors,!we!came!up!with!the!benchmarking!
chart!in!Chart!1.!As!seen,!when!compared!to!other!supermarkets,!Sheng!Siongs!ratings!are!
generally!lower!than!the!other!supermarkets!in!all!aspects.!More!importantly,!Sheng!Siong!
fared! the! lowest! for! all! three! main! drivers! of! satisfaction,! 4.85! for! Convenient,! 4.62!
Products!and!4.11!for!Internal!Store!Environment.!We!did!not!benchmark!the!social!and!
emotional!value!constructs!as!these!involve!how!customers!perceive!others!to!judge!them!
and! how! they! feel! about! shopping! at! supermarkets,! which! are! beyond! our! control.! For!
instance,!we!cannot!control!whether!an!individual!enjoys!shopping!in!supermarkets,!but!we!
can!control!the!smell!in!the!supermarket!to!create!a!more!pleasant!experience.!Hence,!our!
benchmarking!chart!only!includes!constructs!that!are!within!our!control.!!
!

!
SS

4.7

4.46

4.98

4.85

4.62

4.11

GIANT

4.67

4.3

5.13

4.97

5.33

5.23

CS

5.3

5.13

4.17

5.17

5.47

5.77

NTUC

5.2

5.17

5.3

5.8

5.33

5.57

Chart#1:#Benchmarking#Chart#

The! chart! depicts! Giant! as! Sheng! Siongs! closest! competitor,! with! very! close! performance!
scores!except!for!the!satisfaction!of!products!and!internal!store!environment.!Sheng!Siong!is!
seen!to!be!underperforming!on!these!two!aspects.!We!conducted!means!testing!for!these!
two! supermarkets! based! on! the! independent! samples! test! on! SPSS.! The! results! (refer! to!
Appendix!7.7)!showed!that!the!difference!in!means!on!satisfaction!scores!for!products!and!
internal! store! environment! were! indeed! very! significantly! different,! while! the! rest! of! the!

20

`!

constructs! were! not! significantly! different.! As! such,! we! can! conclude! that! in! order! to! be!
better!than!its!closest!competitor,!Giant,!Sheng!Siong!must!improve!in!these!two!aspects.!
7.2.1.4#PERFORMANCE#IMPORTANCE#CHART#
!
For!further!analysis,!our!group!plotted!the!overall!performance!importance!chart!for!Sheng!
Siong!as!seen!in!the!figure!below.!Beta!values!from!overall!drivers!of!customer!satisfaction!
of! all! 4! supermarkets! were! used! for! the! y6axis! of! Importance.! The! average! score! from!
Sheng!Siongs!performance!on!the!76point!Likert!scale!were!used!to!plot!the!corresponding!
value!on!the!x6axis!of!Performance.!
!
The! horizontal! dotted! lines! are! used! to! distinguish! factors! that! are! Significant! where! p6
value!is!less!than!0.05!and!those!that!are!Very!Significant!where!p6value!is!less!than!0.01.!!
A.#Overall#Performance#Importance#Chart##

Chart#2:#Performance#Importance#Chart#for#Overall#Satisfaction#

From! Chart! 1,! we! see! that! Internal! Store! Environment! is! a! very! significant! driver! of!
satisfaction!and!is!of!high!importance.!However,!Sheng!Siong!is!seen!to!be!underperforming!
in!this!construct,!as!seen!from!both!the!benchmarking!chart!and!its!performance!compared!
to!the!rest!of!the!constructs.!!
!
Although! Sheng! Siongs! performance! for! the! constructs! Products! and! Convenience! is!
relatively! higher! than! the! other! constructs,! a! comparison! to! competitors! in! the! industry!
reveals!that!Sheng!Siong!lags!behind!other!supermarkets!in!this!aspect.!To!help!Sheng!Siong!
achieve!targeted!improvement,!we!delve!into!further!analysis!to!evaluate!specific!areas!in!
these!constructs.!

21

`!

B.#Internal#Store#Environment##
!

Chart#2:#Performance#Importance#Chart#for#Internal#Store#Environment#
(See#Appendix#6#for#table#of#values)#

As! seen! from! Chart! 2,! Pleasant! smell! is! the! main! contributing! factor! as! to! why! Sheng!
Siongs!poor!performance!in!internal!store!environment.!Sheng!Siong!is!underperforming!for!
this!highly!important!and!very!significant!item.!Consequently,!this!attribute!will!be!the!main!
focus! in! our! recommendations.! The! cleanliness! and! smell! of! a! store! often! comes! hand! in!
hand,! hence! Sheng! Siong! should! also! work! on! the! stores! cleanliness,! which! is! also! not!
performing!well!despite!being!significant!and!relatively!important.!
!

22

`!

C.#Products##

Chart#3:#Performance#Importance#Chart#for#Products##
(See#Appendix#6#for#table#of#values)#

Based!on!the!performance!importance!chart!for!products!in!Sheng!Siong,!it!can!be!inferred!
that! it! is!performing! well!in! areas! of! importance,! such! as! having! a! wide! variety! of! brands,!
high!in6stock!probability!and!supplying!fresh!goods.!However,!its!performance!for!premium!
products! is! very! low! despite! it! being! a! highly! significant! area.! Although! it! is! not! rated! as!
highly! as! the! other! areas! in! terms! of! importance,! premium! products! nevertheless! have! a!
significant!impact!on!the!perception!of!its!product!range!and!customer!satisfaction.!At!the!
same!time,!Sheng!Siong!can!work!on!bringing!in!greater!variety!of!brand!selections!in!order!
to!remain!competitive.!
!

23

`!

D.#Convenience##
!

Chart#4:#Performance#Importance#Chart#for#Convenience#
(See#appendix#6#for#table#of#values)#

!
The! performance! importance! chart! for! convenience! of! Sheng! Siong! reveals! that! people!
value! opening! hours! that! are! catered! to! their! needs.! It! is! evident! that! Sheng! Siong!
understands!the!importance!of!this!area,!since!it!is!currently!increasing!its!range!of!246hour!
outlets! around! Singapore.! However,! Sheng! Siong! has! neglected! two! very! significant! and!
relatively!important!areas:!high!accessibility!and!convenient!entrance!and!exits!to!car!parks.!
This!has!resulted!in!a!dip!in!overall!customer!satisfaction!in!convenience.!!
!

24

`!

7.2.1.5#NET#PROMOTER#SCORE#(NPS)#
!
#

SHENG#SIONG#

NTUC#FAIRPRICE#

COLD#STORAGE#

GIANT#

Promoters#

34%!

47%!

50%!

30%!

Passives#

15%!

17%!

20%!

30%!

Detractors#

51%!

37%!

30%!

40%!

NPS##
(%#Promoters#E#
%#Detractors)#

E17%#

10%#

20%#

E10%#

Table#4:#Net#Promoter#Score#

Table!4!shows!the!results!of!the!Net!Promoter!Score!(NPS)!from!our!survey!question!I!will!
recommend! ____! Supermarket! to! my! friends! and! family.! It! is! a! leading! indicator! of! how!
well!the!supermarket!will!perform!in!future.!
!
Based!on!the!results,!Cold!Storage!has!the!highest!NPS!of!20%.!This!shows!that!Cold!Storage!
customers!will!be!more!willing!to!recommend!Cold!Storage!to!their!friends!and!family.!Also,!
it!is!an!indication!that!Cold!Storage!shoppers!are!more!loyal!to!the!store!and!will!continue!to!
shop!there!in!the!future.!!
!
On!the!other!hand,!Sheng!Siong!has!the!lowest!NPS!of!617%,!and!it!has!more!detractors!than!
promoters.! This! suggests! that! customers! of! Sheng! Siong! may! spread! negative! word6of6
mouth,!which!is!an!indication!that!Sheng!Siong!may!not!perform!as!well!as!its!competitors!in!
future.!
!
To!further!analyze,!we!had!a!question!to!assess!customer!loyalty!by!asking!respondents!in!
the! survey! if! they! would! continue! to! shop! at! the! respective! supermarkets! in! the! future.!
Below!are!the!results!for!Sheng!Siong.!
!
#
NPS#
Loyalty#
Promoters#
34%!
100%!
Passives#
15%!
100%!
Detractors#
51%!
16%!
Table#5:#Customer#Loyalty#

As! seen! in! Table! 5,! the! Promoters! and! Passives! have! 100%! loyalty! towards! Sheng! Siong,!
which!is!a!good!sign.!However,!only!16%!of!the!Detractors,!which!make!up!more!than!half!
(51%)!of!the!respondents,!are!willing!to!stay!loyal!to!Sheng!Siong.!This!is!worrying!because!
bulk! of! the! Sheng! Siong! customers! are! unlikely! to! promote! the! store,! and! even! more!
unlikely!to!shop!at!Sheng!Siong!in!the!future.!
!
Since!NPS!is!a!leading!indicator!of!future!performance,!Sheng!Siong!definitely!has!much!to!
work! on! in! creating! customer! loyalty! and! retaining! regular! shoppers! so! as! to! improve! its!
current!performance!in!the!industry.!!

25

`!

8. LIMITATIONS
8.1 SAMPLING ERROR
Since!we!used!convenience!sampling!in!the!collection!of!our!survey!responses,!the!sample!
that!we!obtained!for!our!survey!may!not!be!representative!of!the!population,!which!could!
have! affected! our! sample! accuracy.! Because! our! sample! is! not! randomized,! there! is! the!
possibility!that!a!systematic!bias!exists!in!our!data.!!

8.2 NON-SAMPLING ERROR

!
We!have!identified!four!types!of!response!bias!that!might!be!present!in!our!survey!results!as!
follows:!
!
1. ChoiceEsupportive#bias#(Halo#Effect)#
Such!bias!might!occur!when!respondents!already!have!a!preference!for!and!loyalty!to!a!
certain!supermarket!and!therefore!hold!the!impression!that!their!preferred!supermarket!
is!superior!to!its!competitors!in!all!aspects,!even!if!the!reality!is!not!so.!For!example,!a!
respondent! who! strongly! favours! Sheng! Siong! will! hold! the! opinion! that! Sheng! Siong!
excels!in!all!constructs!that!contribute!to!customer!satisfaction.!
2. Social#desirability#bias#
Such! bias! might! occur! when! respondents! respond! favourably! according! to! what! they!
think! the! researchers! want.! For! instance,! when! we! conducted! our! in6depth! interviews!
and! focus! group,! participants! may! be! embarassed! to! admit! that! they! enjoy! visiting!
Sheng!Siong!as!Sheng!Siong!is!generally!associated!with!heartlanders!or!aunties.!!
3. Recall#error#
Such! bias! might! occur! when! respondents! have! forgotten! their! true! impression! of! the!
supermarket,! which! might! become! more! severe! with! time.! For! respondents! who! have!
not! been! to! Sheng! Siong! for! an! extended! period! of! time,! their! responses! might!
introduce!inaccuracies!into!the!results.!

8.3 OTHER LIMITATIONS

One! other! limitation! can! arise! from! the! way! the! surveys! were! conducted.! As! the!
respondents!only!complete!the!survey!on!one!out!of!the!four!supermarkets!in!the!research,!
their! responses! lack! comparison,! and! are! therefore! not! relative! in! any! way.! At! the! end! of!
each! survey,! there! are! attribute6modeling! questions,! where! respondents! were! asked! to!
compare! Sheng! Siong! with! the! other! supermarkets! (comparison! is! present).! With! this!
additional! reference! points,! the! responses! may! be! affected! and! can! be! different! from! the!
responses! that! were! provided! in! the! earlier! part! of! the! survey! (the! parts! without!
comparisons).#

26

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9. RECOMMENDATIONS
8.1 INTERNAL STORE ENVIRONMENT
Based! on! our! performance! importance! chart,! customers! negative! perception! of! Sheng!
Siongs! fresh! products! might! be! due! to! its! dirty! internal! store! environment.! We! have!
identified!two!options!that!Sheng!Siong!can!explore!to!improve!this!perception:!
!
1.#REPLACE#CURRENT#STORE#LIGHTINGS#WITH#BRIGHT#LED#LIGHT#
Currently,!Sheng!Siongs!stores!are!fitted!with!dim!white!lights.!As!shown!in!our!perceptual!
map,!customers!perceive!Sheng!Siong!to!be!not!as!well6lit!as!compared!to!its!competitors.!
The!usage!of!LED!light!will!be!able!to!address!this!problem!as!LED!light!is!brighter.!Secondary!
research! has! suggested! that! different! coloured! LED! lightings! have! the! ability! to! lure!
customers!and!give!the!impression!of!a!cleaner!environment7.!For!displays!of!fresh!foods,!
different!coloured!LED!lights!can!be!used!to!enhance!the!perception!of!freshness!of!the!food!
!for!example,!red!lights!for!red!meats,!and!yellow!or!green!lights!for!fruits!and!vegetables.!!
!
2.#SEPARATE#THE#WET#MARKET#SEGMENT#AND#THE#SUPERMARKET#SEGMENT##
By! separating! the! two! segments,! Sheng! Siong! can! better! manage! the! internal! store!
environment,! and! more! importantly! keep! the! supermarket! segment! cleaner! for! young!
adults! who! frequent! Sheng! Siong! for! convenience! goods! and! not! fresh! seafood.! This! can!
greatly!improve!the!perception!of!cleanliness!in!the!minds!of!younger!adults,!as!the!smell!of!
fresh!seafood!will!not!be!lingering!in!every!corner!of!the!Sheng!Siong!stores,!but!only!in!the!
wet!market!segment!of!the!stores.!Currently,!some!of!Sheng!Siongs!stores!have!segmented!
their! wet! market! and! supermarket! segments! by! placing! them! on! different! floors! of! the!
supermarket.! However,! this! layout! does! not! apply! to! all! of! Sheng! Siongs! outlets.! Hence,!
Sheng! Siong! should! increase! the! consistency! of! their! store! layouts! and! segment! their! wet!
market!and!supermarket!segments!for!all!stores.!!
!
In!order!to!further!improve!the!internal!store!environment,!we!recommend!for!Sheng!Siong!
to! use! transparent! covers! to! mask! the! smell! from! the! fresh! seafood! segment! of! the!
supermarket.! The! original! practice! of! keeping! the! food! fresh! need! not! be! changed! ! an!
additional!measure!should!be!in!place!to!prevent!the!smell!of!fresh!seafood!from!engulfing!
the!store,!which!can!be!pungent!to!some!customers.!
!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
7

!LED!lighting!makes!food!look!more!appetizing.!(2011,!Mar!08).!Retrieved!from!
http://news.discovery.com/human/led6lights6grocery6shopping6110308.htm!

27

`!

3.#PROPER#DRAINAGE#
In! addition,! proper! drainage! can! be! built! around! the! fresh! seafood! segment! to! prevent!
spillage!of!water.!This!would!not!only!demarcate!the!displays,!but!will!also!prevent!the!shop!
front!from!being!soiled!!improving!the!store!overall.!
!

8.2 PRODUCTS
Our! survey! showed! that! premium! product! offerings! significantly! contribute! to! customer!
satisfaction! in! the! product! construct.! However,! Sheng! Siong! is! not! performing! well! in! this!
aspect! as! shown! in! the! performance! importance! chart! (Chart! 3).! We! recommend! Sheng!
Siong!to!increase!their!variety!of!product!offerings!of!premium!products,!as!this!will!allow!
Sheng! Siong! to! improve! their! performance! with! regards! to! products,! thereby! improving!
customers!overall!customer!satisfaction.!!

8.3 CONVENIENCE
Convenience! is! one! of! the! most! important! drivers! for! satisfaction! for! supermarkets.!
However,!Sheng!Siong!is!not!doing!well!in!this!aspect!and!can!improve!in!many!areas.!
1.#INCREASE#AWARENESS#OF#EXISTING#24EHOUR#STORES#
Although! almost! all! of! Sheng! Siongs! stores! operate! 246hours,! this! is! not! widely! known!
amongst!their!customers.!As!such,!Sheng!Siong!should!promote!their!246hour!stores!more!
actively!such!that!more!people!are!aware!of!their!246hour!operations.!!
2.#START#AN#ONLINE#AND#MOBILE#SHOPPING#PLATFORM#
Sheng! Siong! can! consider! following! in! the! footsteps! of! their! competitors,! Fairprice,! Giant!
and! Cold! Storage,! and! start! an! online! shopping! system! for! customers! in! order! to! increase!
their!level!of!convenience.!By!having!an!online!store!coupled!with!delivery!services,!Sheng!
Siong! would! definitely! improve! its! performance! with! regards! to! convenience,! hence!
increasing!overall!customer!satisfaction.!!
!
As!smart!phones!are!widely!used,!a!mobile!shopping!application!for!smartphone!users!will!
be! well! received.! This! mobile! application! can! include! a! product! catalogue,! a! list! of! Sheng!
Siong!outlets,!the!items!that!are!on!promotion,!and!also!allow!customers!to!plan!and!create!
their! own! shopping! list.! Having! this! mobile! application! will! enhance! convenience! for!
working! adults! and! young! people,! as! it! enables! customers! to! plan! their! purchases!
beforehand!and!save!time!shopping!in!the!store.!
3.#INCREASE#THE#NUMBER#OF#STORES#IN#URBAN/CBD#AREAS#
Currently,!Sheng!Siongs!outlets!are!primarily!in!the!heartlands!of!Singapore.!They!have!few!
or!no!outlets!in!urban!and!CBD!areas,!which!affects!customers!perceptions!of!convenience!
because!people!who!spend!most!of!their!time!in!urban!or!CBD!areas!will!find!Sheng!Siong!
hard!to!locate!and!hence!inconvenient.!Sheng!Siong!can!therefore!consider!opening!outlets!

28

`!

in!more!urban/CBD!areas!to!cater!to!our!target!segment!of!youths.!The!results!that!we!have!
gathered! from! our! survey! showed! that! Sheng! Siong! fared! poorly! in! convenience! as!
compared!to!its!competitors.!However,!this!may!be!because!our!survey!respondents!are!all!
students,!which!are!not!Sheng!Siongs!current!target!market,!and!this!may!skew!our!results.!
!

8.4 STORE SERVICE

Based! on! our! regression! results! on! store! service,! having! short! check! out! time! is! the! main!
driver!of!store!service!satisfaction.!!
1.#INTRODUCE#EXPRESS#STORES#

!
Sheng! Siong! can! also! move! into! new! retail! formats! by! introducing! Sheng! Siong! expreSS!
stores! to! focus! on! convenience! and! cater! to! people! on! the! go.! These! branches! can! be!
located! in! urban! and! CBD! areas! to! boost! Sheng! Siongs! convenience.! In! these! expreSS!
branches,! new! technology! can! be! implemented,! such! as! a! self6checkout! trolley! to! check!
products!out!as!the!customer!places!the!item!in!the!trolley!to!reduce!checkout!timings.!In!
addition,!since!the!number!of!modes!of!payment!is!a!key!driver!of!store!service!satisfaction,!
we!should!ensure!that!the!self!checkout!trolley!enable!a!variety!of!payment!modes.!
!

8.5 TAGLINE
To! emphasize! our! earlier! recommendations,! Sheng! Siong! can! change! their! tagline! to! 246
Hour!Freshness,!to!increase!awareness!of!their!246hour!operations!and!fresh!products.!

29

`!

11. REFERENCES
Al6Hindawe!(1996).!Considerations!When!Constructing!A!Semantic!Differential!Scale.!
Dissertation:!Linguistics!Program!at!La!Trobe!University.!
!
Carifio,!J.,!&!Perla,!R.!J.!(2007).!Ten!Common!Misunderstandings,!Misconceptions,!Persistent!
Myths!and!Urban!Legends!about!Liker!Scales!and!Liker!Response!Formats!and!their!
Antidotes.!Journal!Of!Social!Sciences!(15493652),!3(3),!1066116.!
!
Fazlzadeh,!A.,!Sahebalzamani,!S.,!&!Sarabi,!B.!(2012).!Key!Factors!Affecting!Customer!
Satisfaction!with!Iranian!Retailer!Stores:!Evidence!from!Hypermarkets!and!Supermarkets.!
IUP!Journal!Of!Marketing!Management,!11(4),!7633.!
!
Ganguli,!S.,!&!Kumar,!B.!(2008).!Drivers!of!Customer!Satisfaction!and!Loyalty!in!Indian!Retail!
Supermarkets:!An!Exploratory!Study.!ICFAI!Journal!Of!Management!Research,!7(12),!60673.!
!
Jayasankaraprasad,!C.,!&!Vijaya!Kumar,!P.!(2012).!Antecedents!and!Consequences!of!
Customer!Satisfaction!in!Food!&!Grocery!Retailing:!An!Empirical!Analysis.!Decision!(03046
0941),!39(3),!1016140.!
!
LED!lighting!makes!food!look!more!appetizing.!(2011,!Mar!08).!Retrieved!from!
http://news.discovery.com/human/led6lights6grocery6shopping6110308.htm!
!
Lu,!Q.,!Guo,!X.,!&!A,!S.!(2007).!Driving!Factors!behind!Consumer!Satisfaction:!a!Comparative!
Study!on!Chinese!and!Foreign!Supermarkets!in!China.!International!Management!Review,!
3(3),!45656.!
!
Pileliene,!L.,!&!Grigaliunaite,!V.!(2013).!Determination!of!Customer!Satisfaction!with!
Supermarkets!in!Lithuania.!Management!Of!Organizations:!Systematic!Research,!(66),!996
114.!doi:10.7720/MOSR.139261142.2013.66.7!
!
Sreedhara,!R.!R.,!&!Babu,!K.!(2010).!Factors!Influencing!Store!Loyalty!6!A!Conceptual!
Approach!On!Supermarkets.!Global!Management!Review,!4(2),!37642.!
!
Sheng!Siong!(2011).!About!Us.!Retrieved!from!
http://www.shengsiong.com.sg/pages/About6Us.html!
!

30

`!

12. APPENDICES
APPENDIX 1 - OBSERVATION STUDY
!
A.#OBSERVATIONAL#STUDY#1#
Date:!24!October!2013!(Thursday)!
Location:!Commonwealth!Sheng!Siong!
Unstructured!
Customer#Service#
Whether!customers!approach!the!staff!!
o Yes,! customers! do! approach! the! staff.! But! only! a! minority! of! them! approaches!
the!staffs!(2!out!of!10!people!observed).!
o Majority!of!the!customers!prefer!to!shop!slowly!and!look!around!for!items!from!
the!shelves!on!their!own.!
!
Staff#Service#
Whether!the!staff!is!happy!when!they!attend!to!people!who!ask!them!question!
o Observed!3!staffs!that!were!being!approached!by!customers.!Generally!all!were!
polite!when!attending!to!customers.!!
o At!the!fresh!food!corner,!the!staff!was!explaining!to!the!customer!different!types!
of!fish!that!were!available!and!how!to!cook!it.!!
o At!the!daily!necessities!corner,!the!staff!was!showing!the!customer!the!location!
of! the! facial! foam! that! she! was! looking! for.! Not! only! that,! the! staff! also!
recommended!other!brands!of!facial!foams!that!were!on!promotion!to!her.!!
o At!the!dry!goods!corner,!even!though!the!staff!was!busy!arranging!the!stocks,!he!
stopped!what!he!was!doing!immediately!when!the!customer!approached!him.!!
!
Price#of#Products#
Whether!they!will!buy!more!of!products!on!promotion!
o Many! customers! do! stop! and! look! at! the! promotion! signs! ! it! is! probable! that!
they!make!purchases!based!on!promotions!available!
!
Shop#Layout#
Whether!they!look!lost!when!shopping!in!the!store!!
o Most!of!them!just!roam!around!slowly!to!look!for!items.!!
o Store!was!a!little!messy.!Most!staffs!were!packing!and!arranging!the!stocks.!
Probably!doing!stocktaking!

31

Time%of%
observation%

6:02!PM!
6:06!PM!
6:09!PM!
6:13!PM!
6:17!PM!
6:22!PM!
6:32!PM!
6:35!PM!
6:41!PM!
6:45!PM!
6:50!PM!

Date%of%
observation%

10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!
10/24/13!

!
Structured

F!
F!
M!
F!
M!
F!
F!
F!
M!
F!
F!

Gender%
(M/F)%

4!
3!
1!
2!
5!
5!
5!
3!
4!
4!
2!

Age%%
(1:%15<20,%%
2:21<30,%%
3:31<40,%%
4:41<50,%
5:above%50)%

2!
2!
2!
2!
1!
2!
2!
2!
2!
2!
2!

Attire%
(1:formal,%
%2:%casual)%

6:02!PM!
6:06!PM!
6:09!PM!
6:13!PM!
6:17!PM!
6:22!PM!
6:32!PM!
6:35!PM!
6:41!PM!
6:45!PM!
6:50!PM!

Time%when%
start%queuing%

6:05!PM!
6:08!PM!
6:11!PM!
6:15!PM!
6:21!PM!
6:27!PM!
6:33!PM!
6:39!PM!
6:42!PM!
6:48!PM!
6:53!PM!

Time%
before%
payment%

Table#6:#Observational#Study#1#

N!
N!
Y!
N!
Y!
N!
N!
Y!
Y!
Y!
N!

Pinch%
their%
nose?%
(Y/N)%

6:06!PM!
6:09!PM!
6:13!PM!
6:17!PM!
6:22!PM!
6:29!PM!
6:35!PM!
6:40!PM!
6:45!PM!
6:49!PM!
6:54!PM!

Time%done%
with%
payment%

3!
2!
2!
2!
4!
5!
1!
4!
1!
3!
3!

Waiting%time%
before%
payment%
(mins)%

1!
1!
2!
2!
1!
2!
2!
2!
3!
1!
1!

Time%taken%
to%check%out%
(mins)%

`!

32

`!

B.#OBSERVATIONAL#STUDY#2#
!
Date:!3!November!2013!(Sunday)!
Location:!Bedok!Central!Sheng!Siong!
!
Unstructured!
Customer#Service#
Whether!customers!approach!the!staff!!
o Customers! generally! do! not! approach! the! staff,! but! when! they! do,! the! staff! is!
more!than!happy!to!answer!the!queries!of!the!customers.!!
!
Staff#Service#
Whether!the!staff!is!happy!when!they!attend!to!people!who!ask!them!question!
o At!the!vegetables!weighing!counter,!the!staff!was!very!friendly!and!helpful!!
o The! staff! at! the! fish! station! was! also! very! helpful,! answering! any! queries! that!
customers!had!about!the!types!of!fish!without!hesitating.!
!
Price#of#Products#
Whether!they!will!buy!more!of!products!on!promotion!
o 7!out!of!10!customers!observed!bought!multiple!packs!(at!least!2)!of!items!that!
were!on!promotion,!such!as!cereal,!instant!coffee!and!fruit!juice.!!
!
Shop#Layout#
Whether!they!look!lost!when!shopping!in!the!store!!
o Customers!did!not!look!lost!in!the!store!and!they!were!able!to!locate!the!items!
they!were!looking!for!quite!quickly.!Upon!entering!the!supermarket,!2!customers!
immediately! zoomed! in! on! their! desired! section! and! picked! up! the! items! that!
they!were!looking!for.!!
o The! aisles! were! wide! enough! to! fit! 2! trolleys! side! by! side! at! any! point! of! time.!
Only!1!customer!was!observed!to!be!having!difficulties!maneuvering!through!the!
aisle!with!a!trolley.!

33

Time%of%
observation%

1:24!PM!
1:30!PM!
1:35!PM!
1:40!PM!
1:47!PM!
1:52!PM!
1:57!PM!
2:03!PM!
2:08!PM!
2:15!PM!
1:24!PM!

Date%of%
observation%

11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!
11/03/13!

!
Structured

M!
F!
M!
F!
M!
F!
M!
F!
M!
F!
M!

Gender%
(M/F)%

5!
3!
4!
2!
2!
5!
4!
3!
4!
5!
5!

Age%%
(1:%15<20,%%
2:21<30,%%
3:31<40,%%
4:41<50,%
5:above%50)%

2!
2!
2!
2!
1!
2!
2!
2!
1!
2!
2!

Attire%
(1:formal,%
%2:%casual)%

1:24!PM!
1:30!PM!
1:35!PM!
1:40!PM!
1:47!PM!
1:52!PM!
1:57!PM!
2:03!PM!
2:08!PM!
2:15!PM!
1:24!PM!

Time%when%
start%queuing%

1:28!PM!
1:32!PM!
1:38!PM!
1:43!PM!
1:50!PM!
1:55!PM!
1:59!PM!
2:05!PM!
2:12!PM!
2:17!PM!
1:28!PM!

Time%
before%
payment%

Table#7:#Observational#Study#2#

N!
N!
N!
N!
N!
N!
N!
N!
N!
N!
N!

Pinch%
their%
nose?%
(Y/N)%

1:30!PM!
1:35!PM!
1:40!PM!
1:47!PM!
1:52!PM!
1:57!PM!
2:03!PM!
2:08!PM!
2:15!PM!
2:20!PM!
1:30!PM!

Time%done%
with%
payment%

4!
2!
3!
2!
3!
3!
2!
2!
4!
2!
4!

Waiting%time%
before%
payment%
(mins)%

2!
3!
2!
4!
2!
2!
4!
3!
3!
3!
2!

Time%taken%
to%check%out%
(mins)%

`!

34

`!

APPENDIX 2 - FOCUS GROUP RESPONSES

Date:!23!September!2013,!Monday!
Time:!4!pm!!5!pm!
Venue:!Lee!Kong!Chian!School!of!Business!Class!Room!361!!
Number#of#Participants:!8!!
Description# of# Participants:! All! of! the! 8! participants! were! full6time! undergraduates! of!
Singapore!Management!University!enrolled!in!varying!Bachelor!programmes.!There!were!5!
females!and!3!males.!
!
Supermarkets!that!they!usually!frequent:!
NTUC!!
Cold!Storage!
Sheng!Siong!
Giant!
Reasons! for! re6visiting! the! supermarket! they! frequent! included! convenience,! products,!
emotional!attachment,!internal!store!atmosphere,!promotions!and!loyal!rebates.!
!
A!summary!of!our!focus!group!responses!can!be!found!in!Table!8.!

35

Elderly*

Foreign*workers*

People* who* stay* in* the*

heartland*areas*

Associated!
consumer!
groups! with! regard! to!
each!supermarket!

Elderly*
Old;fashioned*
Sheng*Siong*Show*
Chinese;oriented*
Traditional*
Cheap*
Homely*

Housewives*
Aunties*
Families*with*younger*
children*

Extensively*
commercialized*
Convenient*
Fair*price*
For*the*masses*

Has*express*queue*and*
self;checkout*counters*
Fresh**
Clean*
Convenient*
One;stop*shopping*
Reputable*name*

NTUC!FAIRPRICE!

Table#8:#Focus#Group#Findings#

Impression!
of!
the!
respective!supermarkets!

Encounters*
Chinese*
speaking*staff*
Unpleasant*fish*smell*
Dirty**
Dim*lighting*
Relatively* lower* price*
range*
Cheaper* non;perishable*
food*items*

SHENG!SIONG!

Description! of! shopping!

experience!

Youth*
Expatriates*
Caucasian**
Presentably*
customers*

Fresh*
Expensive*
High;end*
Premium*
Quality**

dressed*

Has* express* queue* and*

self;checkout*counters*
Fresh**

Clean*
Good* product* range,*
especially* baking* and*
more*
sophisticated*
goods*

COLD!STORAGE!

Fathers*
Customers* who* would*
prefer* to* stock* up* on*
food*and*other*supplies*

Wide*variety*
Huge*
Early*expiry*dates*
Price*competitive*
*
*

Has* express* queue* and*

self;checkout*counters*
One;stop*shopping*

GIANT!

`!

!
!
!

36

`!

APPENDIX 3 IN-DEPTH INTERVIEW

!
Name:!Delilah!
Age:!21!
Occupation:!Student!in!SMU,!Accounting!student!
Hobbies:!watching!drama,!baking,!playing!badminton,!reading!and!hanging!out!with!friends!
#
1. What#is#your#shopping#experience#in#SS/NTUC/Giant/Cold#Storage#like?#What#do#you#
like#and#dislike#about#SS/NTUC/Giant/Cold#storage?#
Ive!only!gone!to!Sheng!Siong!in!Bedok!once!or!twice,!and!feel!that!while!there!are!quite!a!
lot! of! promotions,! the! surroundings! are! quite! dirty.! The! cold! area! smells! like! fish! as! well.!
However,!the!second!level!is!quite!clean!but!the!aisles!are!narrow.!
!
I!used!to!go!NTUC!frequently!with!my!parents,!but!now!I!pop!in!only!when!I!need!to!buy!
basic!goods!like!milk.!
!
My! family! and! I! go! to! Giant! in! Tampines! when! there! a! lot! of! groceries! to! be! bought.! We!
normally!buy!non6perishable!items,!since!they!provide!delivery!if!the!total!bill!comes!up!to!
around!$250.!I!quite!like!their!selection!of!baked!goods,!and!always!get!their!cinnamon!rolls.!
It!is!very!big!as!well,!and!it!is!very!likely!that!we!can!find!the!goods!we!want!there.!
!
I! normally! shop! at! Cold! Storage! when! I! need! special! baking! items! such! as! crme! frache,!
which!are!normally!not!available!at!the!other!supermarkets.!They!often!have!more!premium!
items,! such! as! different! kinds! of! cheese! and! smoked! salmon.! I! normally! have! to! ask! for!
directions!if!I!look!for!special!items,!and!the!staff!are!always!polite.!
!
2. What#are#the#drivers#that#lead#you#to#visit#convenience#stores?#
I!normally!visit!the!Cheers!thats!outside!School!of!Business!since!its!the!nearest!place!that!I!
can!find!snacks!(especially!since!break!is!15!mins).!I!always!buy!the!Meiji!milk!as!it!always!
has!a!price!promotion.!
I!visit!7611!if!other!stores!are!closed,!or!when!I!am!in!a!rush.!I!recently!bought!an!umbrella!
from!7611!at!Cathay!because!it!was!raining!and!I!could!not!get!to!school.!
!
3. What#are#the#first#2#words#that#come#into#your#mind#when#you#hear#Sheng#Siong?#
Cheap!
Auntie!
!
4. Can#you#describe#this#person#(4#pictures#of#a#person#walking#into#Sheng#Siong,#NTUC,#
Giant,#and#Cold#Storage)#
Sheng!Siong!!economical;!auntie;!heartlander;!values!fresh!food;!enjoys!promotions!
NTUC!!budget;!heartlander;!buys!groceries;!lives!around!the!corner!
Giant!!looking!for!variety;!family!person;!drives!
Cold!Storage!!seeks!premium!brands;!looking!for!fresh!food!
!
!

37

`!

Name:!Sylvester!
Age:!23!
Occupation:!Student!in!SMU,!Business!student!
Hobbies:!running,!cooking,!shopping!
#
1. What#is#your#shopping#experience#in#SS/NTUC/Giant/Cold#Storage#like?#What#do#you#
like#and#dislike#about#SS/NTUC/Giant/Cold#storage?#
I!shop!at!Fairprice!at!Novena!most!frequently!as!it!is!the!supermarket!closest!to!my!house,!
so!its!very!convenient.!I!also!have!the!nEbO!NTUC!card!which!gives!me!rebates,!so!I!use!it!
everytime!I!shop!at!Fairprice.!Products!there!are!relatively!cheap!compared!to!Cold!Storage,!
which!is!also!near!my!house!but!more!expensive.!What!I!dislike!about!Fairprice!is!that!the!
staff! is! not! very! knowledgeable! about! where! the! products! are! located! or! whether! the!
products!are!in!stock.!Once,!I!asked!one!staff!member!if!they!sold!a!particular!item!and!he!
didnt!even!know!what!product!I!was!referring!to,!as!he!did!not!understand!English.!
!
I!shop!at!Cold!Storage!quite!often!too!because!even!though!it!is!more!expensive,!it!has!an!
organic!food!section!where!I!purchase!premium!items!such!as!quinoa!and!beans.!The!staff!is!
also!more!knowledgeable!about!their!variety!of!items.!When!I!asked!the!staff!if!a!particular!
product! was! in! stock,! he! discovered! that! it! was! not! in! stock! but! he! got! his! manager! to!
explain!to!me!that!the!product!was!in!low!supply!due!to!the!monsoon!season,!and!advised!
me!to!come!back!in!a!few!weeks!time!to!purchase!it.!I!felt!that!this!was!very!good!customer!
service!that!I!have!not!seen!in!other!supermarkets.!
!
Ive! only! been! to! Sheng! Siong! a! few! times! with! my! family! because! its! quite! far! from! my!
house,! but! I! think! their! products! are! really! cheap! and! they! always! have! so! many!
promotions!! My! mum! always! shops! at! Sheng! Siong! because! they! have! a! wider! variety! of!
fresh! seafood! and! vegetables! compared! to! other! supermarkets.! They! also! sell! stuff! like!
stationery! and! household! appliances! like! fans,! pots! and! pans.! They! also! have! the! Sheng!
Siong! Show! which! my! mum! always! watches.! But! I! find! that! Sheng! Siong! is! quite! dirty! and!
smelly! because! they! place! the! vegetables! near! the! fish,! which! is! quite! unhygienic,! and! it!
makes!my!shopping!experience!rather!unpleasant.!
!
I!hardly!visit!Giant!because!they!are!located!mostly!in!the!heartlands,!whereas!I!live!in!the!
central!urban!area!of!Singapore.!Based!on!my!impression!on!a!recent!visit!to!the!IMM!outlet!
with!my!family,!they!have!a!rather!wide!variety!of!products!too!and!they!even!sell!bicycles.!
My! family! only! goes! there! when! they! want! to! do! heavy! grocery! shopping! for! specific!
occasions.!What!I!dont!like!about!Giant!is!that!its!not!very!convenient!for!me.!If!it!is!located!
nearer!to!my!house,!I!would!definitely!visit!it!more!often.!
!
2. What#are#the#drivers#that#lead#you#to#visit#convenience#stores?#
I!usually!visit!convenience!stores!when!supermarkets!have!not!opened!yet!or!are!closed!for!
the! day.! Even! thought! the! products! are! more! expensive! and! have! less! variety,! it! is! more!
convenient! and! the! queues! are! usually! much! shorter! than! supermarkets.! When! Im! in!
school,!I!also!visit!convenience!stores!more!often!because!they!are!closer!to!school/within!

38

`!

school,! as! compared! to! supermarkets! which! are! further! away.! Majority! of! them! are! also!
opened!246hours.!
!
3. What#are#the#first#2#words#that#come#into#your#mind#when#you#hear#Sheng#Siong?#
Heartlands,!cheap!
4. Can#you#describe#this#person#(4#pictures#of#a#person#walking#into#Sheng#Siong,#NTUC,#
Giant,#and#Cold#Storage)#
Sheng!Siong!!aunties,!mothers,!heartlander,!people!who!want!to!buy!live!seafood!
Fairprice!!the!average!person!who!wants!to!do!normal!grocery!shopping!
Giant!!someone!who!wants!to!do!heavy!grocery!shopping,!heartlander!
Cold!Storage!!city!dweller,!concerned!about!organic!food!
!
!
!

39

`!

APPENDIX 4 SURVEY QUESTIONNAIRE

Hello,!we!are!a!group!of!students!from!Singapore!Management!University,!doing!a!project!
for!our!MKTG103!Marketing!Research!module.!We!seek!your!participation!in!our!survey!on!
local!supermarkets.!Your!valuable!inputs!will!be!of!great!assistance!to!us.!!This!survey!will!
only!take!up!10!minutes!of!your!time!and!your!response!is!strictly!confidential.!Should!you!
have!any!questions,!please!do!not!hesitate!to!contact!Ng!Jing!Ying!at!
jingying.ng.2011@business.smu.edu.sg.!Thank!you!very!much.!
!
!
Customer#Service##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!customer!
service!on!a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!
Agree.!
!
Q1!The!staff!are!friendly!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q2!The!staff!are!approachable!
1!(Strongly!
Disagree)!
2!
3!

4!

5!

7!(Strongly!
Agree)!

6!

!
Q3!The!staff!are!familiar!with!the!supermarket's!array!of!products!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q4!It!is!easy!to!communicate!with!the!staff!
1!(Strongly!
Disagree)!
2!
3!
4!
5!

7!(Strongly!
Agree)!

6!

!
Q5!The!cashiers!are!efficient!in!checking6out!the!items!
1!(Strongly!
Disagree)!
2!
3!
4!
5!
6!

7!(Strongly!
Agree)!

!
Q6!Overall,!I!am!satisfied!with!the!supermarkets!customer!service!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!

40

`!

Store#Service##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!store!service!on!
a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree.!
!
Q7!The!supermarket!offers!multiple!modes!of!payment!at!checkout!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q8!Time!to!check!out!items!is!short!
1!(Strongly!
Disagree)!
2!
3!
4!

5!

!
Q9!A!self6service!counter!is!available!
1!(Strongly!
Disagree)!
2!
3!
4!

7!(Strongly!
Agree)!

6!

7!(Strongly!
Agree)!

6!

5!

!
Q10!Overall,!I!am!satisfied!with!the!supermarket's!store!service!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
!

41

`!

Prices##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!prices!on!a!76
point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree.!
!
Q11!The!products!are!affordable!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q12!The!products!offer!value!for!money!
1!(Strongly!
Disagree)!
2!
3!
4!

5!

7!(Strongly!
Agree)!

6!

!
Q13!I!am!happy!with!the!supermarket's!price!promotions!(e.g.!sales/bundle!deals)!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q14!I!am!happy!with!the!supermarket's!rebates!programme!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q15!I!am!happy!with!the!supermarket's!loyalty!points!system!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q16!Overall,!I!am!satisfied!with!the!supermarkets!pricing!of!products!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
#

42

`!

Convenience##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!convenience!on!
a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree.!
!
Q17!The!supermarket!is!easily!accessible!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q18!The!supermarket!has!convenient!entrance!and!exit!to!carparks!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q19!The!supermarket's!opening!hours!caters!to!my!needs!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q20!Overall,!the!supermarket!is!convenient!
1!(Strongly!
Disagree)!
2!
3!
4!
5!
!

7!(Strongly!
Agree)!

6!

43

`!

Products##
Please!rate!the!following!items!with!respect!to!___________!Supermarkets!products!on!a!
76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree!
!
Q21!The!supermarket!offers!fresh!perishable!goods!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q22!The!supermarket!carries!premium!products!
1!(Strongly!
Disagree)!
2!
3!
4!
5!

7!(Strongly!
Agree)!

6!

!
Q23!There!are!many!different!types!of!products!available!(e.g.!food,!electronics,!personal!
care,!etc.)!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q24!There!are!many!brands!available!for!all!types!of!products!in!the!supermarket!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q25!Products!are!always!in6stock!
1!(Strongly!
Disagree)!
2!
3!

4!

5!

7!(Strongly!
Agree)!

6!

!
Q26!Overall,!I!am!satisfied!with!the!supermarket's!products!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!

44

`!

Internal#Store#Environment##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!internal!store!
environment!on!a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!
Strongly!Agree.!
!
Q27!It!is!easy!to!navigate!in!the!supermarket!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q28!Products!are!easy!to!locate!in!the!supermarket!
1!(Strongly!
Disagree)!
2!
3!
4!
5!
6!

!
Q30!The!supermarket!is!clean!
1!(Strongly!
Disagree)!
2!
3!

4!

!
Q32!The!supermarket!is!well6lit!
1!(Strongly!
Disagree)!
2!
3!

7!(Strongly!
Agree)!
!

7!(Strongly!
Agree)!

6!

7!(Strongly!
Agree)!

6!

5!

7!(Strongly!
Agree)!

6!

5!

4!

5!

!
Q31!The!supermarket!smells!pleasant!
1!(Strongly!
Disagree)!
2!
3!
4!

7!(Strongly!
Agree)!

!
Q29!Products!are!displayed!in!an!orderly!manner.!
1!(Strongly!
Disagree)!
2!
3!
4!
5!
6!

!
Q33!There!is!sufficient!room!for!movement!within!the!supermarket!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q34!Overall,!I!am!satisfied!with!the!supermarket's!internal!store!environment!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!

45

`!

Social#Value##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!social!value!on!
a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree.!
!
Q35!I!feel!good!when!people!see!me!shop!at!the!supermarket.!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q36!I!feel!good!when!I!tell!people!that!I!shop!at!the!supermarket.!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q37!I!shop!with!my!friends!and!family!at!the!supermarket.!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q38!Overall,!the!supermarket!gives!me!a!high!social!value.!!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!

46

`!

Emotional#Value##
Please!rate!the!following!items!with!respect!to!___________!Supermarket's!emotional!value!
on!a!76point!scale,!where!1!indicates!Strongly!Disagree,!and!7!indicates!Strongly!Agree.!
!
Q39!I!feel!relaxed!when!I!shop!at!___________!Supermarket.!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!

!
Q40!I!enjoy!shopping!at!___________!Supermarket.!
1!(Strongly!
Disagree)!
2!
3!
4!
5!
6!

!
Q41!Overall,!I!am!emotionally!satisfied!with!!
1!(Strongly!
Disagree)!
2!
3!
4!
5!

7!(Strongly!
Agree)!
!

7!(Strongly!
Agree)!

6!

!
Q42!Overall,!I!am!satisfied!with!___________!Supermarket!
1!(Strongly!
7!(Strongly!
Disagree)!
2!
3!
4!
5!
6!
Agree)!
!
Q44!I!will!recommend!______!Supermarket!to!my!friends!and!family.!
0!
1!
2!
3!
4!
5!
6!
7!
8!
(Strongly!
disagree)!

o !

o !

o !

o !

o !

o !

o !

o !

o !

9!

o !

10!
(Strongly!
Agree)!

o !

!
Q45!Will!you!continue!shopping!at!______!Supermarket?!

o
o

Yes!
No!

47

`!

Q46!On!a!scale!of!1!to!10!(1=least!applicable,!10=most!applicable),!rate!the!following!
supermarkets!based!on!the!attributes.!
!
Sheng!Siong!
Cold!Storage!
Fair!Price!
Giant!
!
!
!
!
Clean!
!
!
!
!
Convenient!
!
!
!
!
Fresh!
!
!
!
!
Well6lit!
!
!
!
!
Value!for!money!
!
!
!
!
Good!service!
!
!
!
!
Wide!variety!
!
Q47!What!is!your!gender?!

o
o

Male!
Female!

!
Q48!What!age!group!do!you!belong!to?!

o
o
o
o
o

15620!
21630!
31640!
41650!
Above!50!

!
Q49!What!is!your!monthly!income!range?!

o
o
o
o

Less!than!$300!
$300!6!$600!
$600!6!$1000!
More!than!$1000!

!
Q50!How!often!have!you!visited!a!supermarket!in!the!past!1!month?!

o
o
o
o
!
!

0!times!
162!times!
365!times!
More!than!5!times!

48

`!

APPENDIX 5 RELIABILITY & VALIDITY

!
Table#5.1:#Reliability#
!
Reliability#Statistics#(Customer#Service)!
Cronbach's!Alpha!

Cronbach's!

Alpha! N!of!Items!

Based!

on!

Standardized!Items!
.941#

.941!

6!

!
ItemETotal#Statistics#(Customer#Service)!
!
Scale! Mean! if! Scale! Variance! Corrected!
Item!Deleted!

if!

Item! Item6Total!

Squared!

Cronbach's!

Multiple!

Alpha! if! Item!

Deleted!

Correlation!

Correlation!

Deleted!

23.21!

22.870!

.785!

.716!

.934!

are! 23.20!

21.694!

.881!

.819!

.923!

The!staff!are!familiar!with! 22.89!

22.770!

.733!

.621!

.940!

20.489!

.868!

.764!

.924!

21.584!

.786!

.711!

.934!

21.248!

.888!

.820!

.921!

The!staff!are!friendly!
The!

staff!

approachable!
the! supermarket's! array!
of!products!
It!is!easy!to!communicate! 23.25!
with!the!staff!
The! cashiers! are! efficient! 23.18!
in!checking6out!the!items!
Overall,! I! am! satisfied! 23.05!
with! the! supermarkets!
customer!service!
!

49

`!

Reliability#Statistics#(Store#Service)#
Cronbach's!Alpha! Cronbach's!

N!of!Items!

Alpha! Based! on!

Standardized!
Items!
.765#

.792!

4!

#
ItemETotal#Statistics#(Store#Service)#
!
Scale! Mean! Scale! Variance! Corrected! Item6 Squared!
if!

Item! if!Item!Deleted! Total!Correlation! Multiple!

Deleted!
The! supermarket! offers! 11.77!
multiple!

modes!

Cronbach's!
Alpha! if! Item!

Correlation!

Deleted!

9.180!

.601!

.422!

.689!

9.568!

.651!

.516!

.666!

9.461!

.410!

.183!

.818!

10.481!

.697!

.527!

.668!

of!

payment!at!checkout!
Time! to! check! out! items! 12.36!
is!short!
A! self6service! counter! is! 13.15!
available!
Overall,! I! am! satisfied! 11.95!
with! the! supermarket's!
store!service!
!
Reliability#Statistics#(Prices)!
Cronbach's!Alpha!

Cronbach's!Alpha!

N!of!Items!

Based!on!
Standardized!Items!
.913!

.913!

6!

!
ItemETotal#Statistics#(Prices)!
!
Scale!Mean!if! Scale!Variance!
Item!Deleted!
The!products!are!

Corrected!

Squared!

Cronbach's!

if!Item!

Item6Total!

Multiple!

Alpha!if!Item!

Deleted!

Correlation!

Correlation!

Deleted!

23.39!

29.476!

.781!

.795!

.894!

23.57!

28.115!

.806!

.851!

.890!

23.79!

28.204!

.852!

.806!

.883!

affordable!
The!products!offer!value!
for!money!
I!am!happy!with!the!the!
supermarket's!price!
promotions!(e.g.!
sales/bundle!deals)!

50

`!

I!am!happy!with!the!

24.64!

30.734!

.677!

.847!

.908!

24.74!

31.597!

.550!

.830!

.926!

23.80!

27.394!

.885!

.855!

.878!

supermarket's!rebates!
programme!
I!am!happy!with!the!
supermarket's!loyalty!
points!system!
Overall,!I!am!satisfied!
with!the!supermarket?s!
pricing!of!products!
!
!
Reliability!Statistics#(Convenience)!
Cronbach's!Alpha!
Cronbach's!Alpha!
N!of!Items!
Based!on!
Standardized!Items!
.897!
.902!
4!
!
ItemETotal#Statistics#(Convenience)#
Scale!Mean!if! Scale!Variance!if!Corrected!Item6
Item!Deleted! Item!Deleted! Total!
Correlation!
The!supermarket!is!easily! 14.39!
9.976!
.666!
accessible!
The!supermarket!has!
14.43!
10.282!
.804!
convenient!entrance!and!
exit!to!carparks!
The!supermarket's!
14.13!
9.816!
.769!
opening!hours!caters!to!
my!needs!
Overall,!the!supermarket!is! 14.20!
9.827!
.877!
convenient!
!

Squared!
Multiple!
Correlation!
.562!

Cronbach's!
Alpha!if!Item!
Deleted!
.912!

.650!

.858!

.774!

.869!

.818!

.832!

Reliability#Statistics#(Products)!
Cronbach's!Alpha!

Cronbach's!
Based!

Alpha! N!of!Items!
on!

Standardized!Items!
.886#

.890!

6!

ItemETotal#Statistics#(Products)!
!
Scale! Mean! if! Scale! Variance! Corrected!
Item!Deleted!
The! supermarket! offers! 21.26!

if!

Item! Item6Total!

Squared!

Cronbach's!

Multiple!

Alpha! if! Item!

Deleted!

Correlation!

Correlation!

Deleted!

26.030!

.541!

.560!

.890!

23.149!

.685!

.546!

.870!

fresh!perishable!goods!
The! supermarket! carries! 22.57!
premium!products!

51

`!

There! are! many! different! 21.89!

types!

of!

available!

.725!

.609!

.863!

22.770!

.767!

.737!

.855!

24.985!

.705!

.606!

.866!

24.315!

.819!

.732!

.851!

products!

(e.g.!

electronics,!

22.570!

food,!

personal!

care,!etc.)!
There! are! many! brands! 21.79!
available! for! all! types! of!
products!

in!

the!

supermarket!
Products! are! always! in6 21.31!
stock!
Overall,! I! am! satisfied! 21.43!
with! the! supermarket's!
products!
!

Reliability#Statistics#(Internal#Store#Environment)#
Cronbach's!Alpha!
Cronbach's!Alpha!
N!of!Items!
Based!on!
Standardized!Items!
.942!
.943!
8!

ItemETotal#Statistics#(Internal#Store#Environment)#
Scale!Mean!if! Scale!Variance!if!Corrected!Item6
Item!Deleted! Item!Deleted! Total!
Correlation!
It!is!easy!to!navigate!in!the! 28.46!
69.186!
.744!
supermarket!
Products!are!easy!to!locate! 28.57!
68.482!
.783!
in!the!supermarket!
Products!are!displayed!in! 28.46!
69.852!
.766!
an!orderly!manner.!
The!supermarket!is!clean! 29.48!
64.987!
.846!
The!supermarket!smells! 29.67!
62.891!
.824!
pleasant!
The!supermarket!is!well6lit! 28.57!
70.549!
.677!
There!is!sufficient!room!for!28.80!
65.861!
.828!
movement!within!the!
supermarket!
Overall,!I!am!satisfied!with! 28.87!
66.416!
.884!
the!supermarket's!internal!
store!environment!

Squared!
Multiple!
Correlation!
.864!

Cronbach's!
Alpha!if!Item!
Deleted!
.937!

.882!

.935!

.723!

.936!

.836!
.880!

.930!
.933!

.652!
.822!

.942!
.932!

.884!

.928!

!
!
!
!
!
#
!

52

`!

!
#

Reliability#Statistics#(Social#Value)#
Cronbach's!Alpha!
Cronbach's!Alpha!
Based!on!
Standardized!Items!
.910!
.914!

N!of!Items!

4!

!
#

ItemETotal#Statistics#(Social#Value)#
Scale!Mean!if!
Item!Deleted!
I!feel!good!when!people! 13.37!
see!me!shop!at!the!
supermarket.!
I!feel!good!when!I!tell!
13.40!
people!I!shop!at!the!
supermarket.!
I!shop!with!my!friends!and! 12.20!
family!at!the!supermarket.!
Overall,!the!supermarket! 13.03!
gives!me!a!high!level!social!
value.!

Scale!Variance!if!Corrected!Item6
Item!Deleted! Total!
Correlation!
12.236!
.836!

Squared!
Multiple!
Correlation!
.832!

Cronbach's!
Alpha!if!Item!
Deleted!
.870!

11.634!

.757!

.768!

.902!

13.485!

.656!

.755!

.930!

11.795!

.970!

.944!

.826!

Scale!Variance!if!Corrected!Item6
Item!Deleted! Total!
Correlation!
7.948!
.894!

Squared!
Multiple!
Correlation!
.895!

Cronbach's!
Alpha!if!Item!
Deleted!
.974!

6.952!

.912!

.926!

.964!

7.257!

.983!

.967!

.908!

!
#

Reliability#Statistics#(Emotional#Value)#
Cronbach's!Alpha!
Cronbach's!Alpha!
Based!on!
Standardized!Items!
.966!
.967!

N!of!Items!

3!

!
#
ItemETotal#Statistics#(Emotional#Value)#
Scale!Mean!if!
Item!Deleted!
I!feel!relaxed!when!I!shop! 9.13!
at!the!supermarket.!
I!enjoy!shopping!at!the!
8.88!
supermarket.!
Overall,!I!am!emotionally! 8.72!
satisfied!with!the!store.!

53

Table#5.2:#Convergent#Validity#
Correlations#(Customer#Service)#

Pearson!
Correlation!
The!staff!are!
friendly!
Sig.!(26tailed)!
N!
Pearson!
The!staff!are!
Correlation!
approachable!
Sig.!(26tailed)!
N!
The!staff!are!
Pearson!
familiar!with!the! Correlation!
supermarket's! Sig.!(26tailed)!
array!of!products! N!
Pearson!
It!is!easy!to!
Correlation!
communicate!
Sig.!(26tailed)!
with!the!staff!
N!
The!cashiers!are! Pearson!
efficient!in!
Correlation!
checking6out!the! Sig.!(26tailed)!
items!
N!
Pearson!
Overall,!I!am!
satisfied!with!the! Correlation!
supermarkets! Sig.!(26tailed)!
customer!service! N!

#
#
The!staff! The!staff!are! The!staff!are! It!is!easy!to! The!
Overall,!I!am!
are!
approachable!familiar!with! communicate!cashiers! satisfied!with!
friendly!
the!
with!the!staff! are!
the!
supermarket's!
efficient! supermarkets!
array!of!
in!
customer!
products!
checking6 service!
out!the!
items!
**
**
**
**
1!
.820 !
.549 !
.721 !
.654!
.754 !
.000!
61!
1!

.000!
61!
**
.733 !

.000!
61!
**
.820 !

.000!
61!
**
.687 !

.000!
61!
.800!

.000!
61!
**
.549 !

61!
**
.733 !

.000!
61!
1!

.000!
61!
**
.742 !

.000!
61!
**
.591 !

.000!
61!
**
.674 !

.000!
61!
**
.721 !

.000!
61!
**
.820 !

61!
**
.742 !

.000!
61!
1!

.000!
61!
**
.721 !

.000!
61!
**
.804 !

.000!
61!
**
.654 !

.000!
61!
**
.687 !

.000!
61!
**
.591 !

61!
**
.721 !

.000
61!
**
1 !

.000
61!
**
.839 !

.000!
61!
**
.754 !

.000!
61!
**
.800 !

.000!
61!
**
.674 !

.000!
61!
**
.804 !

!
61!
**
.839 !

.000!
61!
**
1 !

.000!
61!

.000!
61!

.000!
61!

.000!
61!

.000!
61!

!
61!

61!
**
.820 !

Correlations#(Store#Service)#

The!supermarket!offers! Pearson!Correlation!
multiple!modes!of!
Sig.!(26tailed)!
payment!at!checkout!
N!
Pearson!Correlation!
Time!to!check!out!items!is!
Sig.!(26tailed)!
short!
N!
Pearson!Correlation!
A!self6service!counter!is!
Sig.!(26tailed)!
available!
N!
Overall,!I!am!satisfied!
Pearson!Correlation!

The!
Time!to!check!
supermarket! out!items!is!
offers!multiple! short!
modes!of!
payment!at!
checkout!
**
1!
.597 !
.000!
61!
61!
**
.597 !
1!
.000!
61!
61!
*
**
.325 !
.340 !
.011!
.007!
61!
61!
**
**
.584 !
.671 !

A!self6service! Overall,!I!am!
counter!is!
satisfied!with!
available!
the!
supermarket's!
store!service!
*

.325 !
.011!
61!
**
.340 !
.007!
61!
1!
61!
**
.411 !

**

.584 !
.000!
61!
**
.671 !
.000!
61!
**
.411 !
.001!
61!
1!

`!

with!the!supermarket's! Sig.!(26tailed)!
store!service!
N!

.000!
61!

.000!
61!

.001!
61!

61!

!
Correlations (Prices)
The

The

products product

I am happy

I am happy

I am happy

Overall, I

with the

with the

with the

am satisfied

are

s offer

supermarke supermarke supermarke

with the

affordabl

value

t's price

t's rebates

t's loyalty

supermarket

for

promotions

programme

points

s pricing of

money

(e.g.

system

products

sales/bundl
e deals)
Pearson
The
products are
affordable

.868

**

.828

**

.438

**

.299

.825

**

Correlati
on
Sig. (2-

.000

.000

.000

.019

.000

61

61

61

61

61

**

**

tailed)
N
Pearson

The

Correlati

products

on

offer value

Sig. (2-

for money

tailed)
N

I am happy

Pearson

with the the

Correlati

61
.868

**

.000
61

61

**

**

.828

.845

.845

.437

.326

.884

**

.000

.000

.010

.000

61

61

61

61

**

**

.544

.428

.868

**

supermarket on
's price

Sig. (2-

promotions

tailed)

(e.g.
sales/bundl

.000

.000

61

61

.000

.001

.000

61

61

61

61

**

e deals)
I am happy
with the
supermarket
's rebates
programme

Pearson

.438

**

.437

**

.544

.901

**

.568

Correlati
on
Sig. (2-

.000

.000

.000

61

61

61

**

.000

.000

61

61

61

**

tailed)
N

I am happy

Pearson

with the

Correlati

.299

.326

.428

.901

.482

supermarket on

**

55

**

`!

's loyalty

Sig. (2-

points

tailed)

system

Overall, I

Pearson

.019

.010

.001

.000

61

61

61

61

61

61

**

**

**

**

**

.825

.884

.868

.568

.000

.482

am satisfied Correlati
on
with the
supermarket Sig. (2s pricing of

tailed)

products

.000

.000

.000

.000

.000

61

61

61

61

61

61

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Correlations#(Convenience)#

Pearson!Correlation!
The!supermarket!is!easily!
Sig.!(26tailed)!
accessible!
N!
The!supermarket!has!
Pearson!Correlation!
convenient!entrance!and! Sig.!(26tailed)!
exit!to!carparks!
N!
The!supermarket's!
Pearson!Correlation!
opening!hours!caters!to! Sig.!(26tailed)!
my!needs!
N!
Pearson!Correlation!
Overall,!the!supermarket!
Sig.!(26tailed)!
is!convenient!
N!

#
#
#

Correlations#(Products)#

Overall,!the!
supermarket!is!
convenient!

**

.680 !
.000!
61!
**
.748 !
.000!
61!
**
.857 !
.000!
61!
1!
61!

#
The!
The!
There!are! There!are! Products!
supermarket!supermarket!many!
many!
are!
offers!fresh! carries!
different! brands!
always!
perishable! premium! types!of! available!for! in6stock!
goods!
products!
products! all!types!of!
available! products!in!
(e.g.!food,! the!
electronics,!supermarket!
personal!
care,!etc.)!
*
**
**
1!
.315 !
.373 !
.343 !
.689!

Pearson!
The!supermarket! Correlation!
offers!fresh!
Sig.!(26tailed)!
perishable!goods!
N!
61!

The!
The!
The!
supermarket!is! supermarket! supermarket's!
easily!
has!convenient! opening!hours!
accessible!
entrance!and! caters!to!my!
exit!to!carparks!needs!
**
**
1!
.665 !
.508 !
.000!
.000!
61!
61!
61!
**
**
.665 !
1!
.726 !
.000!
.000!
61!
61!
61!
**
**
.508 !
.726 !
1!
.000!
.000!
61!
61!
61!
**
**
**
.680 !
.748 !
.857 !
.000!
.000!
.000!
61!
61!
61!

.014!
61!

.003!
61!

.007!
61!

.000!
61!

#
Overall,!I!am!
satisfied!with!
the!
supermarket's!
products!

.628 !
.000!
61!

56

`!

Pearson!
The!supermarket!
Correlation!
carries!premium!
Sig.!(26tailed)!
products!
N!
There!are!many! Pearson!
different!types!of! Correlation!
products!available! Sig.!(26tailed)!
(e.g.!food,!
electronics,!
N!
personal!care,!
etc.)!
There!are!many! Pearson!
brands!available! Correlation!
for!all!types!of!
Sig.!(26tailed)!
products!in!the!
N!
supermarket!
Pearson!
Products!are!
Correlation!
always!in6stock! Sig.!(26tailed)!
N!
Pearson!
Overall,!I!am!
satisfied!with!the! Correlation!
supermarket's!
Sig.!(26tailed)!
products!
N!

**

**

.315 !

1!

.655 !

.697 !

.493 !

.601!

.014!
61!
**
.373 !

61!
**
.655 !

.000!
61!
1!

.000!
61!
**
.745 !

.000!
61!
**
.520 !

.000!
61!
**
.603 !

.003!
61!

.000!
61!

61!

.000!
61!

.000!
61!

.000!
61!

**

**

**

**

**

.343 !

.697 !

.745 !

1!

.511 !

.744 !

.007!
61!

.000!
61!

.000!
61!

61!

.000!
61!

.000!
61!

**

**

**

**

**

**

.689 !

.493 !

.520 !

.511 !

1 !

.686 !

.000!
61!
**
.628 !

.000!
61!
**
.601 !

.000!
61!
**
.603 !

.000!
61!
**
.744 !

!
61!
**
.686 !

.000!
61!
**
1 !

.000!
61!

.000!
61!

.000!
61!

.000!
61!

.000!
61!

!
61!

Correlations#(Internal#Store#Environment)#
#
#
#
#
It!is!easy! Products! Product The!
The!
The!
There!is! Overall,!I!
to!
are!easy! s!are! supermark supermark supermark sufficient! am!satisfied!
navigate! to!locate! display et!is!clean! et!smells! et!is!well6 room!for! with!the!
in!the!
in!the!
ed!in!an!
pleasant! lit!
movemen supermarke
supermark supermark orderly!
t!within! t's!internal!
et!
et!
manner
the!
store!
.!
supermark environmen
et!
t!
**
**
**
**
**
Pearson! 1!
.921 !
.744 ! .647 !
.601!
.378 !
.579 !
.611**!
It!is!easy!to! Correlati
navigate!in! on!
the!
Sig.!(26
.000!
.000! .000!
.000!
.003!
.000!
.000!
supermarke
tailed)!
t!
61!
61!
61!
61!
N!
61!
61!
61!
61!
**
**
**
**
**
1!
.784 ! .679 !
Products! Pearson! .921 !
.627 !
.455!
.600 !
.620**!
are!easy!to! Correlati
locate!in! on!
Sig.!(26 .000!
.000! .000!
the!
.000!
.000!
.000!
.000!
supermarke tailed)!
61!
61!
61!
61!
t!
N!
61!
61!
61!
61!
**
**
**
Pearson! .744 !
.784 !
1!
.624 !
.541**!
.567**!
.682!
.660**!
Products!
Correlati
are!
on!
displayed!in!
Sig.!(26 .000!
.000!
.000!
.000!
.000!
.000!
.000!
an!orderly!
tailed)!
manner.!
61!
61!
61!
61!
N!
61!
61!
61!
61!

57

`!

Pearson!
Correlati
The!
on!
supermarke
Sig.!(26
t!is!clean!
tailed)!
N!
Pearson!
Correlati
The!
supermarke on!
Sig.!(26
t!smells!
pleasant! tailed)!
N!
Pearson!
Correlati
The!
on!
supermarke
Sig.!(26
t!is!well6lit!
tailed)!
N!
There!is!
Pearson!
sufficient! Correlati
room!for! on!
movement! Sig.!(26
within!the! tailed)!
supermarke
N!
t!
Overall,!I! Pearson!
am!satisfied!Correlati
with!the! on!
supermarke Sig.!(26
t's!internal! tailed)!
store!
environmen N!
t!

**

**

**

.647 !

.679 !

.624 ! 1!

.898**!

.584**!

.693**!

.814!

.000!

.000!

.000!

.000

.000

.000

.000

61!
**
.601 !

61!
**
.627 !

61!
61!
**
**
.541 ! .898 !

61!
1**!

61!
.604**!

61!
.703**!

61!
.865**!

.000!

.000!

.000!

.000!

.000!

.000!

61!
**
.378 !

61!
**
.455 !

61!
61!
**
**
.567 ! .584 !

61!
.604**!

61!
1**!

61!
.778**!

61!
.707**!

.003!

.000!

.000!

.000!

.000!

.000!

61!
**
.579 !

61!
**
.600 !

61!
61!
**
**
.682 ! .693 !

61!
.703**!

61!
.778**!

61!
1**!

61!
.863**!

.000!

.000!

.000!

.000!

.000!

.000!

.000!

61!

61!

61!

61!

61!

61!

61!

61!

**

**

.000!

.000!

**

**

.611 !

.620 !

.660 ! .814 !

.865**!

.707**!

.863**!

1**!

.000!

.000!

.000!

.000!

.000!

.000!

.000!

61!

61!

61!

61!

61!

61!

61!

61!

Correlations#(Social#Value)#

I!feel!good!when!people! Pearson!Correlation!
see!me!shop!at!the!
Sig.!(26tailed)!
supermarket.!
N!
I!feel!good!when!I!tell!
Pearson!Correlation!
people!I!shop!at!the!
Sig.!(26tailed)!
supermarket.!
N!
I!shop!with!my!friends! Pearson!Correlation!
and!family!at!the!
Sig.!(26tailed)!
supermarket.!
N!
Overall,!the!supermarket! Pearson!Correlation!
gives!me!a!high!level!
Sig.!(26tailed)!
social!value.!
N!

I!feel!good!
I!feel!good!
when!people! when!I!tell!
see!me!shop!at!people!I!shop!
the!
at!the!
supermarket.! supermarket.!
**
1!
.759 !
.000!
60!
60!
**
.759 !
1!
.000!
60!
60!
**
**
.596 !
.494 !
.000!
.000!
60!
60!
**
**
.893 !
.833 !
.000!
.000!
60!
60!

I!shop!with!my! Overall,!the!
friends!and!
supermarket!
family!at!the! gives!me!a!high!
supermarket.! level!social!
value.!
**
**
.596 !
.893 !
.000!
.000!
60!
60!
**
**
.494 !
.833 !
.000!
.000!
60!
60!
**
1!
.788 !
.000!
60!
60!
**
.788 !
1!
.000!
60!
60!

#
!

58

`!

Correlations#(Emotional#Value)#

Pearson!Correlation!
I!feel!relaxed!when!I!shop!at!
Sig.!(26tailed)!
the!supermarket.!
N!
Pearson!Correlation!
I!enjoy!shopping!at!the!
Sig.!(26tailed)!
supermarket.!
N!
Pearson!Correlation!
Overall,!I!am!emotionally!
Sig.!(26tailed)!
satisfied!with!the!store.!
N!

I!feel!relaxed!
I!enjoy!shopping! Overall,!I!am!
when!I!shop!at! at!the!
emotionally!
the!supermarket.! supermarket.!
satisfied!with!the!
store.!
**
**
1!
.838 !
.932 !
.000!
.000!
60!
60!
60!
**
**
.838 !
1!
.952 !
.000!
.000!
60!
60!
60!
**
**
.932 !
.952 !
1!
.000!
.000!
60!
60!
60!

59

`!

Table#5.3:#Discriminant#Validity#
Correlations
The

The

I am

I am

I am

Overall

Th

The

The

It is

The

Overall

prod

pro

happy

happy

happy

, I am

staff

staff

easy

cash

, I am

ucts

duc

with

with

with

satisfie sta

are

are

to

iers

satisfie

are

ts

the the

the

the

d with

are

d with

affor

offe

super

super

super

the

dabl

market market market

valu 's price

's

's

super

ff

approa familiar comm

are chable

with

unicat

effici

the

frie

the

e with

ent

super

super

the

in

market

market

staff

chec

market ndl

promot

rebate

loyalty

for

ions

points

pricing

's

mo

(e.g.

progra

system

of

array

-out

er

produc

of

the

service

ts

produc

item

ney sales/b

mme

undle

deals)
Pear

son
The
produc
ts are
afforda
ble

.86
8

.828

**

king custom

ts
.438

**

.299

.825

**

**

.53
8

.493

**

.360

**

.534

**

**

.549

.619

**

**

Corr
elatio
n
Sig.

.00

(2-

.000

.000

.019

.000 .00

.000

.004

.000 .000

61

61

61

61

61

.49

**

**

**

.583

.000

tailed
)
N
Pear

61
.868

61

61

61

61

61

**

**

**

.845

.437

.326

.884

son
The

.464

.396

.516

**

61
.622

**

**

Corr

produc elatio
ts offer n
value

Sig.

for

(2-

.000

.000

.000

.010

.000 .00

.000

.002

.000 .000

61

61

61

61

61

.44

**

**

**

.642

.000

money tailed
)
N
I am

Pear

happy

son

with

Corr

61
.828

61

.84

**

61

61

61

61

**

**

**

.544

.428

.868

**

.491

.484

.605

61
.656

**

the the elatio

super

60

**

`!

market' Sig.
s price

.000

(2-

.00

.000

.001

.000 .00

.000

.000

61

61

.000 .000

.000

promot tailed
ions

(e.g.
sales/b
undle

61

61

.43

61

61

**

61

61

61

**

.52

61

61

**

.584

61

deals)
I am

Pear

happy

son

with

Corr

the

elatio

super

market' Sig.
s

(2-

rebate

tailed

progra
mme

I am

Pear

happy

son

with

Corr

the

elatio

super

market' Sig.
s

(2-

loyalty

tailed

points

system N
Overall Pear
, I am

son

.438

.000

.544

.901

**

.568

**

.00

.000

.000

61

61

.32

.299

.019

61
.428

**

61

61

**

.901

61

61

**

.43

.482

.001

.000

.825

**

.427

.616

**

**

.001

.001

61

61

.001 .000

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**

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**

61

61

**

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**

.000 .00

.000

61
.530

**

**

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61

61

61

61

61

1 .53

**

**

**

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61

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**

**

.000 .00

.432

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.000

61

61

61

61

.88

**

**

**

.868

.568

.482

61

**

.532

.478

.590

**

61
.702

**

**

satisfie Corr
d with

elatio

the

super

Sig.

.000

market (2s

tailed

pricing

of

.00

.000

.000

.000

.00

61

61

.000

.000

61

61

.000 .000

61

61

61

61

61

61

61

produc N
ts

.000

61

61

`!

Pear

.538

son

.49

.449

**

.528

**

.430

**

.533

**

.820

**

.549

**

.721

**

**

.654

.754

**

**

Corr
The

elatio

staff

are

Sig.

.000

friendly (2-

.00

.000

.000

.001

.000

.000

.000

.000 .000

61

61

61

61

**

**

.687

.000

tailed
)
N
Pear

61
.493

son
The
staff
are
approa
chable

61

61

61

61

61

.46

**

**

**

**

.491

.432

.345

.532

**

61
.82
0

.733

.820

**

61
.800

**

**

Corr
elatio
n
Sig.

.000

(2-

.00

.000

.001

.006

.000 .00

.000

.000 .000

.000

tailed
)
N

The

Pear

staff

son

are

Corr

61
.360

61

61

61

61

61

.39

**

**

**

**

.484

.415

.415

.478

**

61

61

.54

**

.733

61

61

61

**

.591

.742

**

61
.674

**

**

familiar elatio
with

the

Sig.

super

(2-

.004

.00

.000

.001

.001

.000 .00

.000

.000 .000

.000

market' tailed
s array )
of

61

61

.51

61

61

61

61

61

**

.72

61

61

61

61

61

produc N
ts
Pear
It is
easy to
commu
nicate
with
the
staff

son

.605

**

.427

**

.344

**

.590

**

.820

**

.742

**

1 .721

**

.804

**

**

Corr
elatio
n
Sig.

.000

(2-

.00

.000

.001

.007

.000 .00

.000

.000

61

61

.000

.000

61

61

tailed
)
N

.534

61

61

61

61

61

61

61

61

62

`!

The
cashier
s are
efficien
t in
checki
ng-out
the
items

Pear
son

.58

.642

**

.584

**

.504

**

.615

**

**

.65
4

.687

**

.591

**

.721

**

.839

**

**

Corr
elatio
n
Sig.

.000

(2-

.00

.000

.000

.000

.000 .00

.000

.000

.000

.000

61

61

61

61

61

61

.75

**

**

**

.839

tailed
)
N

Overall Pear
, I am

.549

son

61
.619

61

61

61

61

61

.62

**

**

**

**

**

.656

.616

.530

.702

.800

.674

.804

**

**

satisfie Corr
d with

elatio

the

super

Sig.

.000

market (2s

.00

.000

.000

.000

.000 .00

.000

.000

61

61

.000 .000

tailed

custom )
er
service

61

61

61

61

61

61

61

61

61

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

63

61