Abstract:

This paper examined the level of customer satisfaction within the retail sector of Botswana. In making this examination, the paper utilised the large retail chain stores, specifically, Choppies, PnP, Shoprite, and Spar, within Gaborone. This means that this paper undertook a survey concentrating on 4 retail giants in Botswana from which a sample of 750 customers was sampled using convenience sampling for participation in the study. The findings from this study show that the level of customer satisfaction in Botswana was good (rating score = 3.87/5). The significant contributors to customer satisfaction were gender, product quality, product diversity, pricing, responsiveness, design and appearance, and customer experience. The paper recommended that retailers focus on strategic pricing for enhanced customer satisfaction in the sector, adopt quality and diversity-centric policies, and adopt robust customer knowledge management and customer experience management.

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