Factors Influencing Customer Satisfaction in Retail Malls in Hyderabad: A Study

Abstract

The study looks at the growing retail sector in India and tries to find out the various factors which influence the customer satisfaction in retail stores and shopping mall in the city of Hyderabad in India. First, focus group interviews were held and the existing literature was examined to bring out the variables affecting the customer satisfaction in a retail mall. Further focus group discussion was carried out to ascertain that these factors were actually applicable in the Indian context. Primary data collection was used and the responses were gathered via the mall intercept method from people who had shopped in malls in Hyderabad. Regression analysis was conducted and it was observed that the impact of customer orientation and ambience was more important compared to the other factors. The behavior of the sales person was also a very integral element influencing customer satisfaction. Necessitating adequate sales training. This study highlights the importance of the quality of service rendered.