Expectations and Satisfaction with Using the Service : A New Retail of Generation Y

Abstract

This study investigates the expectations and satisfaction of Generation Y consumers toward New Retail service formats. A total of 400 respondents were selected using quota sampling. Data were collected through questionnaires and analyzed using descriptive statistics (frequency , percentage , mean and standard deviation) and inferential statistics , including Independent Sample T - test , One - Way ANOVA ,        Paired Sample T - test and Importance - Performance Analysis (IPA).

          The results indicated that demographic factors did not significantly influence the use of New Retail services. However , there were statistically significant differences (at the 0.05 level) in expectations and satisfaction across various elements namely product      , price , distribution channels , promotion , packaging , personnel and bargaining power. The IPA revealed that distribution channels and promotion were positioned in Quadrant A (high importance , high performance) product , price , communication and personnel in Quadrant B (high importance , low performance) and packaging and bargaining power in Quadrant C (low importance , high performance).