The Effect Of Selected Market Success Factors On Customer Satisfaction In The Case Of Micro And Small Business Enterprises Operated In Woliso Town

The purpose of this paper was to examine the effect of selected market success factors onrncustomer’s satisfaction in the case of micro and small business enterprises operated in Wolisorntown. A structured questionnaire was developed. The hypothesis was also tested on a sample ofrn345 customers out of 384 distributed, giving a valid response rate of 89.84% percent. Thernquestionnaires were analyzed using Cronbach’s Alpha, descriptive statistics, correlation &rnregression. The application used to analyze and examine the hypotheses is the StatisticalrnPackage for Social Sciences (SPSS) Version 20. The findings of independent variable ofrndescriptive statistics has shown that, the mean score of selected market success variables i.e.rnmarketing skills of business operators, product or service knowledge, prior business or industryrnexperience, price fairness and customer service has been 3.49, 3.47, 3.67, 3.65 & 3.64rnrespectively. All selected market success independent variables have a significant correlationrnwith the dependent variable “customer satisfaction” with 95% confidence interval & at 0.05 pvalue,rnby scoring a Pearson Correlation Coefficient “R-value” value of 0.576**, 0.636**,rn0.580**, 0.577** & 0.584** respectively. In this case relatively product or service knowledgernhad a higher strong relationship with customer satisfaction than the other four independentrnvariables. In addition to correlation analysis, further regression analysis was also conductedrnand the result indicates that all the selected market success factors have significant relation withrncustomer satisfaction. Finally, the results are useful for MSEs operated in Woliso Town and pavernthe ways for further improvement and give a clue which factors better satisfy the customer

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