The study of customer satisfaction towards Pernama Kem Penrissen retail outlet in Kuching, Sarawak / Kasirul Norman Kasim and Audrey Nicholas Rateh

This study is to investigate the customer satisfaction in PERNAMA Kem Penrissen retail outlet based on the factors of the 4Ps marketing mix namely Product, Price, Promotion and place, customers service and customer behaviour. Perwira Niaga Malaysia (PERNAMA) is a wholly-owned corporation of the Armed Forces Fund Board (LTAT) to carry out business activities of retail sales, distribution, wholesale, import-export, hire purchase of goods as well as providing management services. For the purpose of this study, the focus will be on the customers’ satisfaction towards patronising PERNAMA Kem Penrissen retail outlet. Customer satisfaction is important because various studies have acknowledged that there is a positive effect on organisation profitability. The survey was conducted to obtain the customers namely the army personnels’ evaluation of the product and services offered at the retail outlet and its impact on their overall satisfaction. The results of the findings have found a significant relationship between 4Ps marketing mix, customer service, customer behaviour, and the overall customers’ satisfaction. Demographic and relevant information pertaining to this study were collected from the survey apart from information gathered from official reports, published materials and personal observation. With the understanding of the customer behaviour, PERNAMA Kem Penrissen retail outlet will be able to understand the activities of the customers when patronising the outlet, their spending pattern as well as their visits frequency as these factors would help the organisation formulate business strategy to be more successful in future.