Evaluation Of Customer Satisfaction And Its Impact On Customer Retention At Nika Electronics Shop 5th Branch

Phnom Penh city is the heart of Cambodia,most people have good job and good income which push people to catch up the new life style.As the electronic product help the everyday life much easier for the businessman,employee and everyone,so electronics become one of the mostly consume in Cambodia.Therefore,this paper is going to study about the customer satisfaction of one of the high-end electronics shops in Cambodia,Nika electronics shop.As the new operated shop on electronics sector,Nika electronics shop has received a lot of support from their customer,which inspires the owner to establish 5 branches within just 2 years.The final branch or the 5th branch has newly established on September 2019.In order to make sure about the well-being of the new establish shop,author has decided to make a further research in order to check the customer satisfaction and Customer retention of the Nika electronics shop at the 5th branch.Firstly,to have a extend the knowledge on how to conduct research and how-to analysis data.Secondly,to benefit for the owner to understand their strength and weakness,so they can improve themselves and especially for the next branch to be better.After contribute the result,we figure out that the overall customer satisfaction and customer retention of N ika electronics shop 5th branch is high.However,there are 2 significant points showing the concerned results are parking space and space for customer to seat during buying and waiting.Moreover,this paper also extends on the study of some sector may related to the customer retention by running the hypotheses testing.As the result shown,customer retention has the positive relationship with quality of product and friendliness of the staff.Therefore,in order to push up the customer loyalty,the owner should provide a better-quality product with a good and famous brand name.Additionally,trend the employee to be more friendly and nice by creating some short course also one of the right methods.On the other hand,parking space has no positive relation with customer satisfaction.Therefore,parking space that is consider as a big concern to overall customer satisfaction,has no side effect on customer retention.