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Benchmarking customer satisfaction using the MUSA+ model: Application to the packaged natural juice industry

Kintrili Dimitra

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Summary

The competition among companies which specialize in the production of products and the provision of services is constantly increasing. Specifically, in the food sector, the emergence of multiple start-ups, the new innovative products and the competitive prices make it increasingly difficult to maintain the customers and the market shares. Meanwhile, studies have shown that retaining the already existing customers is less costly than acquiring new ones. As expected, in the sector of the packaged natural juices, the competition is very high, as new innovative products are continuously being created to compete with the existing classic ones. Additionally, companies from different sectors are entering and vying for market shares by launching their own natural juice products. Therefore, the aim of this particular thesis is to analyze the sector of natural juices and conduct a comparative study of consumer satisfaction in this area. More specifically, the analysis is about the packaged natural juices available on the store shelves before opening and then they are kept in the refrigerator. To begin with, a preliminary survey is conducted to identify which products are most frequently preferred by the consumers. Then, two kinds of juices are piloted selected, the orange juice and the mixed orange-apricot-apple juice, with four leading companies that offer these products. The final products included in the study are the juices from Amita, Creta Fresh, HBH and Life. After choosing all the products, a suitable questionnaire is created, which includes questions regarding consumer behavior and customer satisfaction based on six satisfaction criteria. A total of 199 questionnaires are distributed at various juice retail points in the city of Chania (supermarkets, mini-markets and takeaway cafes). The analysis of the data obtained from the research is conducted using the multi-criteria method MUSA+. This method focuses on the importance of the criteria, as well as the evaluation of both overall satisfaction and partial satisfaction concerning the individual specific characteristics of the juices. The analysis’s results help with deriving conclusions about the companies’ efforts to meet consumer demands, as well as the overall situation in the market. Thus, the strengths and weaknesses of each company are presented, which is helping in providing consulting support and guidelines of improvement.

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