Investigating factors influencing demand trends in corporate retailers at university retail brand stores

Abstract

This study investigates the factors that influence customer satisfaction and demand trends at the North-West University Brand Stores. Using a qualitative study method the approach was to gather and interpret data by means of a semi-structured interview that includes participants from the University. A manual thematic analysis showed that there may be a difference in how participants experience customer experience, however this as summarised in emerged themes.In addition, the findings revealed that while the merchandise sold is of good quality material that is durable and the brand is exception, this contributes to the satisfaction of customers. The pricing strategy currently used does show a barrier that may prevent students from being able to afford the products, as they are perceived by many as too pricey and unaffordable, and not student budget friendly. Observing this it further shows that majority of the students who are customers are alienated as a target market especially those that are on financial aid.What is more is that their customer service shows that the stores are experiencing challenges there as there are frequent operational closures due to stocktaking and the design style is not that appealing to student customers as they are generic without modernisation of style. This is because these elements show an insufficient service to customers and student customers struggle due to missed sales opportunities which weakens their overall impression. And their customers do consider the institution as innovative and has a strong identity.Because of this the study concludes that to enhance customer satisfaction among students and increase sales, the NWU Brand Stores are advised to implement a strategy that moves towards having affordable pricing by introducing student discounts, modernising merchandise and show a communal collaboration with students, have and a relook at the operational hours in order to enhance their internal customer service operations and improve their digital marketing so that they can attract student customers.