A Study of Customer Satisfaction from Organized Retailing (With Reference to Bhopal City)

Abstract

Organized retailing is gradually inching its way and becoming the next boom industry. The organized retailing sector in India has undergone significant transformation in the last decade. Customer satisfaction is a complex phenomenon for marketers as well as researchers. The purchases of goods or services consist of a number of factors that could affect purchase decision. The objectives of the present study were to analyze the customer satisfaction in shopping malls with respect to product, price, place and promotion in Bhopal city and to study the variations in customer satisfaction due to different demographic variables. The sample of the study included 175 active mall shoppers. The data was collected using self-designed questionnaire and during data analysis, eleven factors relating to customer satisfaction were explored. The factors were product consciousness, comfort with entertainment seeker, extra service conscious, store and hygiene consciousness, price consciousness, billing flexibility and facility, sales people consciousness, over choice of store, employee consciousness and taste consciousness. The study will help the managers of shopping malls to understand the factors that are related to shopping malls and may help in analyzing the customer satisfaction to the shoppers in the malls.