Page 1 of 12
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 09
August 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 95
A Study on Consumer Satisfaction at Shopping Mall with Special
Refernce to Shopprix Mall, Meerut
Supreet Kaur Jaggi1
, Kajal Chaudhary*2
, Milandeep Kour3
1, 2, 3Department of Business Management, Eternal University, Himachal Pradesh, India
Abstract:
Customer satisfaction provides a leading
indicator of customer purchase intension
and loyalty. In present scenario, time is
constraint and money has become luxury.
So, customers has focused on selecting an
appropriate retail outlet, which provides
value added services, focuses on
customer’s needs and is responsive to
customer concerns and issues customers
prefer a particular retail outlet if they find
greater return over their total shopping
cost. Shopping mall is generally a place
where one or more than one merchandiser
opens up there shops/outlets in
interconnecting manner in such a way that
individual/end customers can access those
shops by simply walking throughout the
region and these are those places, where
one can enjoy all facilities under one roof.
In recent times shopping malls are best
places for the peoples to hang out and
spend some precious time with family and
friends where they can enjoy shopping,
good multi cuisines restaurants, family
outings etc. The study will help the
managers of shopping malls to understand
the underlying sales promotion factors on
customer satisfaction of the shoppers in
the malls and help them to craft their
marketing strategies; also study will help
to understand the factor. Profiling
customers by their choice of sales
promotion mix provide more meaningful
ways to identify and understand various
customer segments and to target each
segment with more focused marketing
strategies.
Key Words: Customer, Shopping Mall,
Shopping, Family, Money.
1. Introduction
1.1 History of Shopping Mall
The historical background of shopping
malls is in the United States, individuals
started moving to suburbia amid the
twentieth century. By 1916, shopping
malls called The Market Square opened
for business in Chicago, IL. The office was
included 28 stores, flats, and workplaces.
The Market Square was situated in the
costly Lake Forest suburb and is thought to
be one of the initially arranged strip malls
in the U.S. In 1950, the Northgate
Shopping Mall was inherent Seattle,
Washington. These shopping malls
bragged two columns of stores on every
side of an outdoors area where customers
could walk. The first encased shopping
malls were South dale Mall in Edina,
Minnesota, 1956. Up until the mid 1990s,
most advanced engineer’s constructed
encased shopping malls in request to make
an atmosphere controlled shopping
environment. Today, designers are coming
back to the production of outdoors
shopping malls. Outlet shopping malls,
strip malls including name brand retailers
offering their items at marked down costs,
are frequently fabricated in an outside
arrangement
The scenario of malls in small towns are
attracting a lot of interest in the form of
footfalls of visitors, they are not able to
convert a sufficient number of these into
purchases. This is where the malls need to
be flexible and learn from the kirana stores
– a traditional format of small, corner
retailers.
1.2 Customer’s satisfaction at mall
Customer satisfaction can be define as
customer reaction to the state of
Page 2 of 12
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 09
August 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 96
fulfillment of their expectation and needs,
customer judgment towards service and
product quality Customer satisfaction is a
business term, is a measured of how
products and services are supplied by an
merchandiser to meet or surpass customer
expectation. Customer’s satisfaction is a
part of customer’s experience that exposes
a supplier’s behaviour on customer’s
expectation. It is necessary required for an
organization to interact and communicate
with their customers on a regular basis to
increase the customer’s satisfaction. For
this interaction and communicate it will
help to find out the customers need and
respond accordingly. Higher satisfaction
level, higher is the sentimental attachment
of customers with the specific brand of
product and also with the supplier.
Customer satisfaction provides a leading
indicator of customer purchase intension
and loyalty. Customer perception,
customer satisfaction and customer loyalty
are closed linked with one another
“Customer satisfaction= Customer
Perception of the service Received- Customer Expectation of Customer
Service”.
Fig.1 Customer Satisfaction
Figure 1 reveals that customer satisfaction
is a marketing term that provides
marketers and business owners with a
metric that they can use to manage and
improve their business. The degree of
satisfaction provided by the goods or
services of a merchandiser as measured by
the number of repeat customers. Customer
satisfaction is the best indicator of how
likely a customer will make a purchase in
future. It is the need, wants and
preconceived ideas of customers about a
product or a service.
1.3 Need of the study
There was a time when there was no
shopping mall in Meerut city. But this
trend was changed by Shopprix popular in
India group in 2013. I have been studying
on Consumer Satisfaction at Shopping
Mall with special reference of Shopprix
Mall, Meerut. Therefore, this particular
mall changed the trend and idea of
shopping in individuals. It will provide the
baseline information about the area. The
findings may be helpful for generating
competitive strategy. This study proves to
CUSTOMER
SATISFACTION
CUSTOMER
GRIEVANCES
CUSTOMER
PROPERTY
TIMELY
SUPPLY
SPECIAL
REQUIREMENT
OF CUSTOMER
CUSTOMER
FEEDBACK
CUSTOMER
FOCUS
Page 3 of 12
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 03 Issue 09
August 2017
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 97
be beneficial also for managers for their
development. The study is expected to
provide assistance for conducting study on
the similar topic now; people are more
aware about brands and tend towards
quality of product because earlier there
were only small shops and local make
brands, which sold products at their own
prices and terms. People are not aware
about quality as shop keeper never tells
then 100% truth about the product and due
to lack of competition in the market
common people had no other option to buy
that good and the shopkeeper misguide
them easily. But this trend totally changed
by shopping malls, now people are more
aware of products quality and the big
brands have full transparency about their
product to make person more aware.
Because of presence of shopping malls,
people enjoy shopping and enjoyment with
their family under one roof.
2. Review of Literature
Maria Avello et al. (2011) studied on
the results shows that shopping malls
constitute strong generators of
experience for the consumer and in
turn, Influence their purchase
behaviour. These results show the
importance of delivering a great
experience to visitors of shopping
malls. They indicate that the creation
of a customer experience seem to be an
important flagships of the retail
management strategy for shopping
malls. These findings become more
important as shopping malls continue
its growth both in number and in size
throughout Europe. Results suggest
that from a strategic perspective an
experience-based business can create
growth. A nice shopping experience
will also influence the consumer’s
intention to return to the mall in the
future. This conclusion could be
considered as a consequence of the
former. Individuals who live a good
experience will tend to repeat it in the
future. This result suggests that the
consumer is not motivated by rational
or functional reasons, which should
lead him/her to minimize trip costs in
both time and money, but makes
his/her decisions according to
emotional asp aspects, pleasant
sensations and looking for memorable
experiences.
Mayank Sangal and S. K. S Yadav
(2012) conducted a study on the
organized retail growing at estimated
25%; set to penetrate tier II and tier III
cities like Pune, Chandigarh and
Hyderabad; investment worth
Rs27,550 crore announced .Real estate
companies like Unitech and DLF draw
up plans that cater to growing demand
of shopping malls; capex of Rs65,000
planned to be invested in real estate
development for retail space in next
four to five years; food and grocery is
next big retail segment with investment
plan of Rs. 22,100 crore. Hyper marts
will soon dot the Indian retail space
with investment announcements of Rs.
29,154 crore expected to set them up.
Companies like Reliance Retail have
set aside Rs. 24,000 crore for setting
up hyper marts by 2010-11 in National
Capital Region; Spencer retail
announced capex of Rs3000 crore for
expanding its retail outlet and setting
up hyper marts by 2010. Increased
competition among food & grocery
retailers will provide better services to
users; capex of Rs. 22,100 crore
planned to set up chains of food and
grocery stores in next three years. Past
six months witnessed major expansion
in textile and apparel segment by large
retailers including Provogue, Trent and
Arvind Mills drawing up an investment
chart of Rs7,900 crore for setting up
new stores in Pune, Hyderabad, Navi
Mumbai. Job creation centres of the
