A Study of Customer Satisfaction and Factors affecting Online and Offline purchase in Lulu Hypermarket and Carrefour, Nizwa, Sultanate of Oman

Abstract: The store-based retail is expected to be the preferred retailing format in Oman, non-store retail including online shopping is expected to grow strongly in future. The study aims to compare the preference of online and offline retail purchase, analyze the levels of satisfaction of customers who shop online and offline, and to find out the major factors that influence store and online shopping. A sample of 163 respondents are collected for the analysis. It is identified that 53% of Omani shoppers are willing and preferring to shop from Lulu Hypermarket and 47% of respondents are shopping from Carrefour. 38% of the Omani shoppers have high level of satisfaction related to store purchase from Lulu hypermarket. 27% of Omani shoppers have high level of satisfaction by store shopping in Carrefour. Omani shoppers are more satisfied in store purchase from Lulu hypermarket than Carrefour. 18% of the Omani shoppers have high level of satisfaction in online shopping in Lulu Hypermarket. 22% of the shoppers have high level of satisfaction in online shopping from Carrefour. There is no significant relationship between the level of satisfaction of online shopping between Lulu hypermarket and Carrefour. The most consistent and reliable variable that influences the store retail purchase of Omani shoppers is the complaint and grievance handling which is followed by floor space inside the shop and offers and discounts. The most consistent and reliable variables that influences the online retail shopping is the quality of goods which is followed by the convenience in the purchase process.