International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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AN EMPIRICAL STUDY ON FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS RETAIL STORES OF SHOPPING MALL, CHENNAI

    1 Author(s):  D. BHUVANESWARI

Vol -  8, Issue- 9 ,         Page(s) : 280 - 285  (2017 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

The main objective of this paper is to identify all the important factors that affect the customer satisfaction in shopping mall. This empirical research study focuses on shopping mall of Chennai (India). The research method will help in examining the various factors those results in satisfaction in retail stores of shopping mall. Factor Analysis has been used for data analysis. In analysis part initially KMO (Kaiser-Meyer-Olkin) and Bartlett's Test was applied for sample adequacy. KMO Measure of Sampling Adequacy test shows the value of .879. The Principal Component Analysis extraction method was used with Varimax Rotation Method, the extracted communalities ranged from 0.659 to 0.892. For clear picture of the factor definitions, factor loadings of greater than 0.4 were considered. The factor analysis yielded 4 factors in all which explaining 77.70 percent of total variance. Implications of this research work will help the retail mall of medium town. Now, they can identify various important factors that can affect their customer’s satisfaction most in the present competitive market. They can also use these factors to lead Customer loyalty out of customer satisfaction.

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