Factors affecting customer satisfaction towards shopping malls of Delhi and NCR: An empirical study

Indian retail industry consists of organized as well as unorganized retailers. In this decade retail sector is one of the most attractive and active sectors. Retail industry is witnessing a rapid growth in almost all cities in India. In a modern market economy retailing provides a crucial link between producers and consumers. The development and performance of the retail sector has deep influence on the welfare of consumers. Retailers provide consumer with a wide selection of products and complementary services. They also provide with the information on consumer demand pattern and on new arrivals. Productivity and efficiency in retail operations lower price level and reduce distortion in price structure. Retail sector is gradually creeping its way towards becoming the next boom industry. Mall attributes play as important role in selection of a retail store by customers as well as in customer satisfaction. The purchase of goods or services includes a number of factors that could affect purchase decision. Satisfying the customer has become most challenging for the retailers today than in the past. In today's competitive environment attracting customers and retaining them become keys to success. Favourable shopping experience leads to satisfaction where as unfavourable shopping experience leads to dissatisfaction to the customers. This paper is an attempt to develop a conceptual research model and assessing the impact of mall attributes on customer satisfaction. Reliability and validity of scale was checked using Cronbach alpha. Impact was measured using multiple regression method. The study is primary data base and the sample of 364 mall customers was taken. Twelve factors were found to be important to determine the customer satisfaction towards shopping malls among these factors air quality had maximum positive impact with beta value of.218 and sales personnel are customer concerned friendly, courteous and respectful had the least impact with beta value of.023.