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1Dr. Kavita Saxena is an Associate Faculty with Centre for Entrepreneurship Education and Research at Entrepreneurship Development Institute of India in the area of Marketing, General Management and Entrepreneurship. She has published a number of journal articles and referred to empirical papers. She can be reached at papers.kavita@ediindia.org
2Dr. Rachita M. Jayswal holds an MBA with marketing specialisation and also done her Ph.D. in the field of Advertising. She is working as an Assistant Professor at V.M. Patel Institute of Management, Ganpat University, Gujarat, India. She has five research papers and three case studies published in various international journals to her credit. She is also the prize winner for best research paper in various national and international conferences. She can be reached at rachita.jayswal@ganpatuniversity.ac.in
The purpose of this research paper is focused on exploring and validating the customer satisfaction dimensions and also exploring the impact of these dimensions on shopping experience of departmental stores versus hypermarkets. A mall-intercept survey of 400 respondents was administered, where 200 respondents were of departmental stores and the other 200 were of hypermarket. This study identified four dimensions of customer satisfaction that is communication & assistance, store ambience, product availability & variety and services by exploratory factor analysis and validated them using confirmatory factor analysis (CFA). Multiple regressions were used to test the impact of these dimensions on shopping experience at departmental stores versus hypermarkets. This study validated the customer-satisfaction scale and examines the impact of customer-satisfaction constructs on customer shopping experience for departmental stores and hypermarkets. It confirms that impact of customer-satisfaction constructs on customer shopping experience at departmental stores is having greater variation compared to hypermarkets. The present study showed that the customer-satisfaction constructs are explaining the shopping experience more precisely at departmental stores than hypermarkets. This study provides new insight into customer satisfaction on customer shopping experience of departmental stores versus hypermarkets
Customer satisfaction, Customer shopping experience, Departmental stores, Hypermarkets, Store Ambience.
JEL Classification: M31
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