Regional Consumer Preferences and Satisfaction with Grocery Stores’ Processes: Comparing the UK and Saudi Arabia

Abstract

The project evaluates the degree to which grocery retail processes (e.g., product return policies and procedures) affect customer satisfaction. This aim is attained by conducting a cross-country comparison between the UK and Saudi Arabia. That should illustrate which specific determinants of satisfaction such as monetary value or store quality image are prioritised by the end consumers in different countries. In turn, these concepts are indicative of excellence of core grocery retail processes including supplying, distributing, storing and selling products. To address this research gap, the dissertation gathers primary quantitative data from the end consumers in the UK and Saudi Arabia via the means of a questionnaire survey. Secondary data from the GLOBE project is used to measure culture in the UK and Saudi Arabia. Justifying this choice, the survey demonstrates the consumers’ exposure to different components of core retail processes such as employee behaviours and evaluates process excellence among grocery outlets in the UK and Saudi Arabia.