final proposal ronak & ketan (3)

8/7/2019 final proposal ronak & ketan (3)

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A

RESEARCH PROPOSAL

ON

CUSTOMER SATISFACTION IN

MALL SHOPPING

PREPARED BY:KEYUR RATHOD (0936)

RAJESH PRAJAPATI (0933)

BATCH: 2009-11

SUBMITTED TO:PROFF.KAVITA KSHATRIYA(GLS INSTITUTE OF COMPUTER

TECHNOLOGY MBA)


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LITRATURE REVIEW

Dr. Rajagopal

Graduate School of Administration and Management (EGADE), Monterrey

Institute of Technology and Higher Education (ITESM) - Mexico City

Campus. July 6, 2006Consumers often benefit from increased competition in differentiated product

settings during leisure shopping season. The wide choice, atmosphere,

convenience, sales people, refreshments, location, promotional activities and

merchandising policy are associated during the leisure shopping mall. The

consumer shopping behavior during leisure is largely driven by the recreational

infrastructure as a competitive strategy of retailers. This also helps developing

store loyalty, innovative concern and the high perceived customer values whereby

individuals experience enjoyment from shopping. This paper aims to analyze

through an empirical investigation in Mexico, drivers which influence consumers'

leisure shopping mall behavior and measure customer value in terms of levels

of satisfaction.

The Link Between Customer Satisfaction and Customer Retention

Many authors (Reichheld and Kenny, 1990; Zeithaml, et.al., 1990; Bowen and

Lawler, 1990; Schlesinger and Heskett, 1991) have cited the relationship between

customer satisfaction and the quality of service experienced by the customer.

Reichheld and Kenny (1990) specified six factors as imperative to improving

satisfaction : senior management commitment; a customer-focused culture in

which all employees and managers focused their full attention on customersatisfaction; retention information systems that tracked and analyzed the root

causes of defections; empowerment of front line employees to take actions that

provided immediate customer satisfaction; continuous training and development;

and incentive systems based on customer satisfaction.

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The literature revealed significant relationships between: customer satisfaction and

quality of service as perceived by customers; the use of interactive communication

skills by customer contact personnel and the perception of service quality by

customers; and skills identified with success in sales and service tasks related to

the customer retention function.

Relationship of Sales Skills to Behaviors Linked to Customer Satisfaction and

Retention

Williams, Spiro and Fine (1990) noted that very few researchers have explored

the customer-salesperson interaction from a communication perspective. They

proposed a model that focused on communication as the primary element of this

interaction. They found that, although many authors stressed the importance of"verbal and non-verbal code (Marks, 1981; Jackson et. al. 1988) such as message

order, patterns of argument, use of evidence, visual contact, etc. in personal

selling, most of the research had concentrated on non-sales interactions. The

customer retention function required that sales skills be combined with service

skills associated with quality and customer loyalty. This researcher identified areas

in which these two skill sets overlapped, to determine which (if any) behaviors on

the part of the representatives might alter a customer's decision to take some or all

of their business to another supplier.

Rackham, et. al. (1971) studied whether some individuals interact moresuccessfully than others because they are more skilled -- "they either do certain

things that others do not, or they do them better." While admitting that personality

and aptitude factors account for some differences, they found that interpersonal

skills, which they classified as "interactive behaviours," could be influenced more

readily. (The spelling of the term reflects the British origin of Rackham and his

associates.) They defined an interactive behaviour as "one which involves two or

more people in such a way that the behaviour of one person may influence the

behaviour of others." This definition also describes the desired individuals who are

expected to influence the behavior of customers in favor of retaining theiraccounts.

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Conclusions:

The literature revealed significant relationships between: customer satisfaction and

quality of service as perceived by customers; the use of interactive communication

skills by customer contact personnel and the perception of service quality by

customers; and skills identified with success in sales and service tasks related to

the customer satisfaction.

Literature Review

prepared by: Joan B. KrawitzLearning Resources Director

Major Media Learning Resources

Northbrook, Illinois

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INTRODUCTION

Shopping Mall can be described in this sentence, If you have a home then you

will find everything in the shopping mall to fill it up with. The craze of shopping

malls ventured India in the early 2000s and has seen tremendous growth over the

years. The governments five year tax relief for opening shopping malls and

multiplexs has also boasted this trend to a great extent.

The term window shopping was coined due to the huge spur in shopping malls

and the notion that it is made up of expensive stores. With the concept of one stop

shop coupled with entertainment options and comfortable shopping experiencehoteliers, retailers and brands grabbed this opportunity with both hands. Even

individual retailers found shopping malls a beneficiary prospect.

These individual retail outlets started speaking the consumer language and thus

altered prices and designs for the popular crowd. Selection of clothes and pricing

was related to the location of the mall. An up-market area had a different line of

styling and pricing compared to its own chain in not-so lavish vicinity. Thus

people living in these mediocre areas were not able to get the same style and

fashion found in the posh areas. Though reaching to the mall has been made

comfortable with good enough travel options and parking space, but the crowd on

weekends is unavoidable.

People are exposed to the variety and know the umpteen options available in the

market. Now every time traveling to the mall is not necessary because home

shopping had evolved. People could see the options available and know the whole

market without compromising on anything. The virtual world has served the

purpose of home shopping satisfactorily.

The growing BPO (Business Process Outsourcing) culture comprising of a huge

potential crowd, work in night shifts and at odd hours. Shopping malls in India

arent open 24*7 and they arent truly tapping this potential lot and serving their

purpose. Thus home shopping becomes logical as the buyer has the flexibility of

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time and place at his convenience to make the right purchase without

compromising on anything. Unlike the mall there is product categorization and the

buyer has the option of choosing his seller on the basis of his requirements. Even

local stores could be chosen for buying if a product requires heavy after sales

service.

Thus home shopping is a step ahead in shopping malls as it provides morecomfort and easy accessibility without much effort. As they say, Its just a click

away.

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PROBLEM STATEMENT

CUSTOMER SATISFACTION IN MALL SHOPPING.

It is always costly to attract new customers so in that case it becomes necessary to

retain old customers. Studies suggest that customer relationship programs are not

as successful as intended. In this research we will to find the main determinants of

the customer satisfaction in mall shopping.

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SCOPE OF THE PROJECT

These projects can have following further:

1) It covers primary survey of consumers in Ahmedabad.

2) Consumers include those who already purchase or want to purchase

readymade garments in malls.

3) Awareness about purchase of readymade garments is generally higher in

youth so we target them during survey.

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OBJECTIVES

The objectives of proposed research work are as follows:

1) The overall objective is to analyze the factors which influence the customer

satisfaction in the retail sector of India.

2) To study the reasons why customers prefer organized shopping mall.

3) To give the guideline whether any improvement or change in marketing

strategy needed.

4) To study the relationship between customer satisfaction & customer

retention.

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RESEARCH METHODOLOGY

DATA SOURCE:

1) SECONDARY DATA:

It will be collected from sources. The secondary data will be collected on the basis

of organizational file, official records, news papers, magazines, management

books, preserved information in the companies database and websites.

2) PRIMARY DATA:

The method of collection of primary data was direct personal interview through a

structured questionnaire.

TYPE OF RESEARCH:

DESCRIPTIVE RESEARCH

DATA COLLECTION TOOL & WELL STRUCTURED

QUESTIONS:

Here the data collection tool will be formed questionnaire which comprised of the

open ended as well as close ended question based on the information to be

acquired.

CONTACT METHOD:

Target sample size will be contacted by telephone for the appointment generation

and then face to face interview will be carried out for the questionnaire fill up.

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SAMPLE SIZE:

Here the sample size would be between 100 to 150.

ANALYSIS OF DATA

Data can be analyzed on the base of statically tools such as:

1) Anova test.

2) F-test.

3) Mean, Mode, Median.

4) Regression.

5) Co-relation.

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IMPLICATIONS

1) MANAGERIAL:

This research work carried out will be very beneficial as a managerial viewpoint as

it will be a great help to build up the customer satisfaction. As in retail sector the

cost for attracting a new customer is very high the customer retention becomes the

prime need for any sector. This project will be turning out a great help for the

customer satisfaction and also for the revising of the marketing strategy.

2) ACADAMIC:

It will help academician to give idea about changing the current perception

regarding customer satisfaction in shopping mall.

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Documents

final proposal ronak & ketan (3)