Is there a gender difference in customer satisfaction? findings of an empirical study at Lulu shopping mall, Kerala

In the era of globalisation, women are earning, spending, and influencing spending at a greater rate than ever before. Globally 85 percent of all consumer purchases are made by women. Prior research suggests that customer satisfaction that significantly influences the current and future performance of business organisations is gender biased. The present study at Lulu Shopping Mall, Kerala was conducted on a sample of 200 customers-100men and 100 women at 20 stores of the mall using a five point customer satisfaction scale. Regression analysis, Chi-square test and ANOVA tests were applied to the scores obtained from customer survey. Regression analysis revealed Look and feel, Quality of product and Staff rating as the factors having a higher impact on customer satisfaction. Findings showed no association between gender and customer satisfaction and all the factors of customer satisfaction selected for the study were found to affect male and female customers at the same level. Approach to marketing has to be revisited and revised considering women who has equal if not more involvement today in the buying process. Media and content marketing are fields where gender bias in marketing needs to be mitigated if companies wish to increase their sales as the buying potential of women is highly untapped. Implications of the results of the study are further more in the case of ensuring effective relationship management.