CUSTOMER SATISFACTION MEASUREMENT IN NEWS STAND SETTINGS IN THE CITY OF RIJEKA

The main purpose of this paper was to assess customer satisfaction with news stand services in the city of Rijeka. The primary data was collected using self-administered questionnaire. The questionnaire used was designed based on the studies conducted by Radman et al. (2002), Sinčić Ćorić, Vorkapić (2008) and Perić et al. (2010) and was adapted to meet the specific features of the present study. It consisted of two parts. In the first part customer satisfaction with news stand services was measured. The second part consisted of respondents' demographic characteristics and buying habits at news stands. A total of 105 valid questionnaires were collected. The descriptive analysis, t-test and analysis of variance were performed to analyze the data. The findings showed that respondents were most satisfied with the promptness of the service and with the staff's neatness. On the other hand, they were least satisfied with the products' price and facilities' appearance. In addition, there were no statistically significant differences in the customer satisfaction scores regarding respondents' gender, age and buying habits. However, the employed respondents were significantly more satisfied with the facilities' appearance than the retired ones. The results of the present study may contribute to the existing knowledge of customer satisfaction in retail settings.