Purchasing fruits at retail store: Assessing customer satisfaction

This study examines the fruit purchasing elements that may influence the level of customer satisfaction namely environment, service employee, fruit freshness, product assortment, and price elements. Data was collected from 160 customers of Money Back Guarantee Fruit Shop (MBG Fruit Shop) at four selected outlets namely IOI City Mall, NU Central, Tropicana Mall, and Jaya 33. In obtaining the required information, self-administered close-ended questionnaires were distributed to the respondents. Frequency analysis and descriptive analysis were used to generate the results. From the response, it was found that the key determinants of customer satisfaction are fruit freshness, followed by the assortment of products. Additionally, among all attributes in this study, the customers’ acceptance level on employee friendliness under the employee service element had the lowest score. The results from this study will be useful to fruit business owners in deciding whether there is a need for further investment of resources and improving the quality of services, which would increase the level of customer satisfaction.