Satysfakcja a formy zachowań klienta w handlu detalicznym
Satisfaction versus various forms of consumer’s behavior in retail trade

Summary/Abstract: This article focuses on the notion of a consumer’s satisfaction, which in its general perspective means fulfilling his/her expectations. It is explained that satisfaction also refers to exceeding the consumer’s expectations as well as to their incomplete fulfillment. Thereby this notion is broader than the perceived quality. Factors affecting the consumer’s satisfaction in retail trade were indicated, namely, factors dependent on the enterprise and independent ones (e.g. related to a situation or personal factors). The further part of the article presents the consumer’s behavior in retail trade. The level of satisfaction influences his/her positive behaviors such as loyalty towards the enterprise or recommendation. Absence of satisfaction results most often in resignation from commercial services and conveying negative opinions about the trading enterprise.

• Details
• Contents