Abstract:

The main objective of this paper is to understand how different customer attitudes towards purchase decision making can affect relations in a customer satisfaction model. The research was focused on supermarkets and their clients. In this study we used clustering and structural equation modelling methods. We proposed a conceptual model of customer satisfaction and  based on variables describing purchase decision making we determined four clusters of customers. We showed that satisfaction models are shaped differently in every cluster. The proposed conceptual model seems to best describe the mechanism of creating satisfaction in the fourth group of clients (uncertain shoppers).