Published Paper Details:

Introduction: Customer satisfaction plays a crucial role in the success and sustainability of retail businesses, including small convenience stores such as Baqala stores. The objective of this study is to determine the level of customer satisfaction in baqala stores in Qatar. It explores customer satisfaction in the baqalas in terms of merchandise value, internal store environment, personal interaction, merchandise variety, and complaint handling. Methodology: This study utilized a quantitative descriptive design. A total of one hundred thirty-four (134) respondents in chosen baqala stores were gathered using convenience sampling. Results: Based on the data, baqala customers, when grouped according to age and sex, have a high level of satisfaction in personal interaction and merchandise variety, whereas internal store environment had the lowest satisfaction level. Discussion: No significant differences were found in the respondents' demographic profiles, particularly in terms of age and sex. Customer satisfaction in baqalas is generally high, with personal interaction being the most favorable dimension, while the internal store environment was rated the lowest. Recommendations: Based on the results, it is recommended that baqalas need to implement a structured marketing strategic plan that aligns with customer preferences to better serve their target market, meet customers' needs, and to further increase customer satisfaction.