Transformation Program of Co-operative Retail Store: Customer Satisfaction Analysis
Keywords:
Small Retailer Transformation Programme ( TUKAR ), Economic Transformation Programme (ETP ), Entry Point Project ( EPP ), Customer Satisfaction, Coop Retail Store, Coop MartAbstract
Government Transformation Programme which was introduced in 2011 is expected to have a positive impact on the management of Coop Mart stores in Malaysia, including a co-operative grocery business under the Small Retailer Transformation Programme (TUKAR). TUKAR Program was introduced to change the traditional concept of a retail store to a more modern concept. Since its implementation there was no study conducted to see how customers’ views on the performance of co-operatives retail store under TUKAR program. Customer view is important to gauge their level of satisfaction towards TUKAR. Therefore, customer views before and after the transformation program is required to determine the actual level of customer satisfaction towards TUKAR program. Research was conducted and information obtained through a questionnaire from 510 (65.8 %) regular customers of Coop Mart store using stratified random sampling method. The results showed that there was an improvement in customer satisfaction in terms of location, additional services, product, amenities availability, trustworthiness, operational processes, value for money, staff attitude and personal services. This provides the evidence that the TUKAR program is successful, viable and should be continued by the government to all cooperatives in Malaysia as it has high potential to attract new customers.
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