Customer satisfaction with Kedai Rakyat Satu Malaysia / Lisa Laga and Jenny Lucas

The purpose of this research project is to examine the factors of marketing mix and service quality that influenced customer satisfaction towards Kedai Rakyat Satu Malaysia (KR1M). This research included several divisions in Sarawak that has KR1M branch such as Kuching, Serian, Sri Aman, Engkelili, Sibu, Tatau, Bintulu dan Miri. To achieve the objectives of this research project, research questions and hypotheses are developed and tested. Primary data were collected through survey questionnaire for this research purposes and 350 sets of questionnaire form were distributed but only 325 were collected and returned. Furthermore, the hypotheses are measured accordingly and the results obtained will be explained later. In this research we are using Statistical Package for Social Science (SPSS) version 21.0. Data collected through instrument of questionnaires are able to be analyzed and results obtained are discussed. Beside that, the findings of this research project were discussed in order to understand the relationship between marketing mix and service with customer satisfaction. Hence, we acknowledge that both factors are important in influencing customer satisfaction towards KR1M. In addition, the demographic does not give much different toward customer satisfaction. Lastly, managerial implications have been discussed to provide insight and useful information to the management of KR1M. On the other hand, recommendations will be developed to assist future researchers.