A Study on customer perception expectation and satisfaction towards shopping malls in Karnataka

Abstract

Shopping malls represent the latest trend in shopping. Mall culture is considered a newlinemajor change in the life style of Indians, as shopping is no longer an activity of newlinepurchasing goods but also considered a status symbol and one-stop retail solution. newlineThe shopping malls are developing to meet the changing needs and wants of newlineconsumers. Customers are being influenced by many factors that lure them into newlinehaving a shopping experience at different shopping malls. Culture of shopping in newlinemalls is increasing and customers expectations are also increasing day by day. newlineCustomer perception plays an important role in retailer s ability to attract new newlinecustomers, retain existing customers and to achieve success in business. Customer s newlineexpectation can hold significant influence in decision making process. Customer newlineexpectations and perception created on the basis of individual experience with preexisting newlineknowledge is hard to change. Analysing the level of customer expectations newlineand perception is vital for a retailer to understand needs and wants and accordingly newlinedesign their offerings. Both the concepts are important for providing higher newlinesatisfaction to customers. The gap between the two variables state the difference newlinebetween customer s expectations and customer s perception on mall offerings. One newlinecannot achieve success in business without winning over the target customers and that newlineis why understanding customer s level of satisfaction is very important. Several newlinestudies have been taken up in the past and these studies have indicated that there is newlinemore to be uncovered in retail marketing area especially in shopping malls of newlineKarnataka. The objective of the study is to identify the factors influencing the newlinecustomer perception, expectation and satisfaction and analyse the level of customer newlineperception, expectation and satisfaction towards various dimensions of shopping newlinemalls in Karnataka. newline