1

1.1 Background of the study

In recent years, it has been seen that a wide range of service providers have realized the
importance of customer satisfaction and customer loyalty. One of the key challenges they face is
how to manage service quality, which is pivotal for satisfying customers, retaining them and
creating loyalty among customers. This research examines the factors affecting Customer
Satisfaction and Customer Loyalty to help improve profit for the Bhatbhateni Supermarket,
Kalanki branch. (Oxford n.d.)
Customer satisfaction is an evaluation of difference between prior expectations about product
and its actual performance. Customer satisfaction is how customers react towards the state of
satisfaction, and how customers judge the satisfaction level. (Khayyat and Heshmat 2018)
Customer satisfaction is the reaction of customer toward state of the fulfillment and judgment of
customer about that fulfilled state (h. Thakuri 2021)
Customer satisfaction is the expectation before consuming a product regarding quality or it is a
pre-consumption judgment or expectation. Satisfaction is an outcome of purchase in which
consumer compare cost and rewards with the anticipated consequences. Customer satisfaction is
the degree of satisfaction provided by the goods or services of a company as measured by the
number of repeat customers. It is also the marketing term that measures how products or services
supplied by a company meet a customer’s expectations. The main goal of this organization is to
minimize cost and maximize profit along with considering the customer satisfaction. Profit
maximization can be done through increase in sales with lesser costs. Customer satisfaction is
the important aspect of the business on which business organization must focus to maintain
public relations as well as to attain long term profit and to maintain customer loyalty. (Yadav
and Verma 2016)
This survey deals with the customer preference of BhatBhateni Super Market. This study further
explains the associations between dependent variable and independent variables. Queries such as
association between gender affecting the preference of the customers, association between age
group and preference of the Customers, etc. have been answered through this survey.
1.2 Profile of the Organization
BBSM is one among the favored chain stores within the context of Nepal. Mr. & Mrs. Min Bdr.
Gurung started Bhatbhateni cold store in 1984. This ordinary 'single shutter' store has since
transformed to become leading supermarket and departmental stores in Kathmandu as this
 2

timeline shows. Son of a farmer with six siblings, Mr. Min Bdr. Gurung had a successful banking
career after completing his university education. He had the vision and courage to go away this
job to steer Bhatbhateni in an exceedingly full-time capacity following the expansion to a two
floor (3,000 sq. ft.) supermarket in 1992.
The opening of the Maharajgunj superstore in September 2008 set the present benchmark for the
business, with over 1500 staff helping customers make a choice from 100,000 products across a
2,15,000 sq. ft. sales area. in precisely 25 years Bhatbhateni has grown from a 120 sq. ft. store to
become Nepal's no. 1 retail sector tax payer with quite 30,000 customers daily.
Bhatbhateni offers a full range of 120,000 products from 750 local and international suppliers,
including a large range of groceries, fresh fruits and vegetables; a broad range of leading
international liquor, toiletries and cosmetics brands; and an in depth choice of kitchenware,
clothing, sports, toys and electrical items. Furthermore, both premises include excellent value
jewelry stores that supply a good range of gold and silver ornaments in both traditional and
modern styles. There are currently Eleven (11) stores centrally located in Kathmandu, Lalitpur,
Dharan, Chitwan and Pokhara valley.
Having achieved quite most of the people can hope for in a very lifetime, Mr. Min Bdr. Gurung
has scarcely started. An ambitious expansion plan will see many new stores in Kathmandu and
across Nepal over the following few years. The BhatBhateni story has scarcely started. (History
of Bhatbhateni 2017)
1.3 Objective of the Studies
The main purpose of conducting this research is to analyze the satisfaction level of the customers
of the Bhatbhateni, Kalanki. The other specific reason for the study includes following:
i. To evaluate the relationship between prices and customer satisfaction
ii. To examine the relationship between the products offered in Bhatbhateni and customer
satisfaction
iii. To analyze the relationship between services provided by Bhatbhateni and customer
satisfaction
1.4 Significance of the study
Bhatbhateni and its relation to customer satisfaction are connected, from the perspective of
increasing customer demand for product. However, there has been some effort to maintain the
service of Bhatbhateni from the perspective of concerns about level of customer satisfaction. Our
 3

needs and demand are increasing day by day, but business organization and departmental store
are not much concern about the level of customer satisfaction. Thus, the study of customer
satisfaction survey of Bhatbhateni of Kalanki branch is important to many individual which can
be as follows:
i. The organization can understand about factors that satisfy customers
ii. The supermarkets can be able to generate different strategies and techniques to attract
customers
iii. This study may help the readers/business organization to enhance the awareness about
how to satisfy customer and take corrective actions.
iv. It can assist the concerned authorities to create awareness about what actually customers
wants from the store varying from their age group, occupation, gender, etc.
1.5 Literature Review
Literature review is something when you look at a literature in a surface level, or an Ariel view.
Literature review or survey is in a project report is that section which shows the various analysis
and research made in the field of your interest and the results that are already published, taking
into account the various parameters of the project and extent of the project.
One of the most recent and more often reported works with regard to the measurement of
customer satisfaction is that of Oliver. Oliver, by using the adaptation theory of Helson
formulates the opinion that the expectations of customers shape a concrete level of output and
provide a frame of report on the evaluation from the consumer side. Oliver proposed and
empirically tested a comprehensive model of the antecedents and consequences of thecustomer
satisfaction process using a subjective evaluation of overall disconfirmation in the context of a
flu vaccination program. Disconfirmation was operationalized using a process quality and
outcome quality item for the vaccinated group and an outcome only item for the nonuser group.
Path analysis revealed that disconfirmation dominated all other variables in explaining
satisfaction for both users and non-users and that satisfaction mediated the changes in pre
exposure and post-exposure attitudes. Oliver proposed that his results support disconfirmation as
a dominant construct in the satisfaction process and that users and non-users evaluate satisfaction
judgments in a similar manner.
Those who buy the goods or services provided by companies are customers. In other words, a
customer is a stakeholder of an organization who provides payment in exchange for the offer
 4

provided to him by the organization with the aim of fulfilling a need and to maximize
satisfaction. Sometimes the term customer and consumer are confusing. A customer can be a
consumer, but a consumer may not necessarily be a customer.
Customer means the party to which the goods are to be supplied or service rendered by the
supplier. Customer satisfaction is a marketing term that measures how products or services
supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is
important because it provides marketers and business owners with a metric that they can use to
manage and improve their businesses. Customer satisfaction is defined as a customer’s overall
evaluation of the performance of an offering to date. (Karanjit and Shrestha 2017)
Past empirical studies related to the current study have been summarized as follows:
Review of related studies
Past empirical studies related to the current study have been summarized as follows:
In study on customer satisfaction towards departmental stores in Erode city the structured
questionnaire were used in the survey. Total 500 consumer of departmental store were personally
surveyed. Simple random sampling was used for selecting the respondents. The authors revealed
that the customers are satisfied with the contributors made by departmental stores and they are
interested in recommending it to other perspective customers.

(K.C. 2018) have investigated a study on customer satisfaction, purchase pattern towards
Nilgiri’s supermarket in Coimbatore city. The purposive sampling method was used for selecting
customers and the sample size was 60.The different tools used for analysis of results were
Percentage analysis, Scaling analysis and Chi-Square analysis. The main factors taken into
consideration for data analysis were value, availability, and arrangement, of the products in
Niligiri’s store and ambient level of satisfaction towards the supermarket. The authors found out
in conclusion that Nilgiri’s supermarket customers were highly satisfied with the quality
(56.67%) followed by the service (26.66%).

(Mahfooz 2020) has evaluated on the relationship between service quality and customer
satisfaction in hypermarkets of Saudi Arabia. Self administered questionnaire were used for the
data collection using convenience sampling technique. Descriptive statistics were used for the
 5

analysis. The author has found that the higher level of service quality will have a significant
effect on establishing customer satisfaction.

1.6 Research Methods

Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by researcher in studying his research problem along with the
logic behind them. The various objectives of this chapter are to show the financial relations from
which liquidity, structure of working capital and utilization of working capital of the factory can
be measured.
The study about selected listed manufacturing companies in Nepal has been already streamlined
to some extent in earlier chapter regarding their growth, objective, statement of problem, relevant
literature of concerning manufacture in companies have been reviewed in second chapter. This
chapter, the focus has been made on research design, nature of data, population and sample,
source of data, data collection techniques and tools used for data analysis.

1.7 limitation of the study

Following are the restrictions of the study:
i. The research was conducted with the few samples within Kalanki so it cannot be
generalized in other supermarket.
ii. The study was conducted just for specific period of your time so it's going to not be
applicable for repeat result.
iii. This study was supported primary data taken from questionnaire method.
iv. Simple statistical and financial tools are accustomed analyze the info.