An evaluation of the walk-in and online counterparts of the leading U.S. stores

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This article describes ten major US stores on six dimensions of customer satisfaction. These stores are Costco, Kohl's, JC Penny, Target, Macy's, Meijer, Sears, Sam's Club, Kmart, and Walmart. The customer satisfaction dimensions are quality, selection, value, checkout, service, and layout. These ten leading walk-in stores were evaluated by 55,108 customers, and their online counterparts were evaluated by 26,344 customers. Statistical techniques like cluster analysis and principal components analysis are utilized to summarize, analyze, and describe this information for a better understanding of customers ' perceptions and evaluations of the leading walk-in stores and their online counterparts. The customers rated Costco the highest and Walmart the lowest among the ten major stores evaluated here. Further, the customers consistently rated the online stores higher in overall satisfaction than their walk-in counterparts.

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