Dimensions of satisfaction in retail settings: a research note

Heiner Evanschitzky, Gopalkrishnan R. Iyer, Barbara Caemmerer

Research output: Contribution to journalArticlepeer-review


Taking issue with the prevalent practice of measuring customer satisfaction with a single global measurement item, this article stresses the importance of measuring customer satisfaction through its underlying dimensions, especially in retail settings. Empirical results of a survey of 351 consumers demonstrate that (a) consumer satisfaction with retail stores has 6 key dimensions, (b) the suggested dimensions of retail satisfaction predict overall satisfaction, and (c) the dimensions of retail satisfaction have a greater effect on overall satisfaction than SERVQUAL dimensions. However, the predictive power of the dimensions of retail satisfaction is still fairly low. Implications for retail management as well as academic research are outlined.
Original languageEnglish
Pages (from-to)275-285
Number of pages11
JournalJournal of Relationship Marketing
Issue number3
Early online date12 Dec 2008
Publication statusPublished - 2008


  • customer satisfaction
  • retail satisfaction
  • multi-attribute measurement


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