CUSTOMER SATISFACTION TOWARDS MALL ATTRIBUTES IN SHOPPING MALLS OF UDAIPUR
Journal Title: International Journal of Environment, Ecology, Family and Urban Studies (IJEEFUS) - Year 2017, Vol 7, Issue 2
Abstract
The present study was undertaken to assess the level of customer satisfaction in shopping malls of Udaipur. The study was conducted in 3 shopping malls with a sample of 90 customers. Questionnaire technique was used for data collection. Frequency, percentage and mean percent score were used to analyse data. Overall, the customers were mostly satisfied with the mall attributes and very few of them were either on the extremes of satisfaction or dissatisfaction. The factors which matter the most towards satisfaction were space in the mall and comfortable sitting areas, mall atmosphere and decor. Maintenance and cleanliness in the mall, availability of a variety and good quality of movies at the multiplex, availability of a wide range of items in terms of quality and pricing are also important determinants of satisfaction. Besides, availability of good bargains and helpful and supporting staff in the mall also influence satisfaction level. The satisfaction level of customers was: with convenience (77.77%), ambience (67.77%), property management (91.22%), entertainment (80%), product assortment (82.22%), product pricing (75.55%) and service (86.66%). Among mall attributes property management had the highest level of satisfaction (MPS=76.26) and product pricing was the least satisfactory (MPS= 67.32).
Authors and Affiliations
TANVI KHURANA, SEEMA DWIVEDI
Keywords
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