Case Study: A Study of Sales Promotion Mix on Customer Satisfaction with Reference to Shopping Malls in Indore City

By Kour, Ubeja Satnam; Bedia, D. D. | Advances in Management, March 2015 | Go to article overview

Case Study: A Study of Sales Promotion Mix on Customer Satisfaction with Reference to Shopping Malls in Indore City


Kour, Ubeja Satnam, Bedia, D. D., Advances in Management


Introduction

Marketing is a very creative, dynamic, challenging and exciting topic; its meaning always changes according to time and environment. Marketing itself takes many dimensions in different time period like: goods services, experiences, events persons, places, companies, ideas, styles, data collection pattem etc.6 In other words we can conclude that from exchange of goods and services to sale of ideas are included in marketing. Marketing can define in different terms such as it is the process of exchanging goods services and ideas through the set of activities, these facilities of goods and services flow from producer to consumer, therefore we can conclude that marketing is just the process of activity which matches with the market demand and it is the transformation flow of ideas from primary to final stage or ultimate consumers and it is based on ultimate profit, target customers and market segmentation.

Retailing comes from an old tradition and is rooted in the social fabric. Retailing is also an important social institution because about 30 percent of what we spend goes on products and services that we buy from retailers. Definition of retailing also indicates the way we study retailing to make it more efficient and profitable and clearly marks its contribution to our society.

A shopping center, shopping mall, or shopping plaza, is the modem adaptation of the historical marketplace. The mall is a collection of independent retail stores, services and a parking area which is conceived, constructed and maintained by a separate management firm as a unit. The everyday definition of retail and organized retailing can be described as the act of selling of goods and merchandise from a fixed location.

An important aspect of the current economic scenario in India is the emergence of organized retail. There has been considerable growth in organized retailing business in recent years and it is poised for much faster growth in the future. Major industrial houses have entered this area and have announced very ambitious future expansion plans. Today, organized retailing has become an experience characterized by comfort, style and speed. It is something that offers a customer more control, convenience and choice along with an experience.

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is measured at the individual level but it is almost always reported at an aggregate level. It can be and often is measured along various dimensions. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale.

Review of Literature

Ha Hong et al12 had proposed framework to explain customer satisfaction responses in the banking and supermarket industries. The proposed model was grounded in the traditional B2C link but also explicitly incorporates advertising spending and perceived quality into the theoretical framework. The advertising spending of a new service campaign along with customer orientation can influence consumers' expectations about service quality and can lead to satisfaction.

Customer satisfaction surveys have become a common source of performance feedback for employees and organizations. Researchers had given some new aspects that customer satisfaction was primary factor for the companies for strategic decision making and to find some factors for compensation of employees. Customer satisfaction in most of cases was gender biased.

Goff et al10 examined one non product related construct on consumer satisfaction with a major retail purchase. They assumed that the customer satisfaction and their product evaluation not only depended on product performance but also on the interaction with the sales person's and their efforts, they have also focused that salesperson is now the basic need of retail sector for getting the customer satisfaction. …

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