促销组合对客户满意度的影响外文文献.pdfVIP

Effects of Sales Promotion Mix on Customer Satisfaction: A Study with Reference to Shopping Malls Author DR. SATNAM KOUR UBEJA 1 Abstract The retailing sector in India has undergone significant transformation in the past 15 years. The organized retail industry in India has to grow 20-30 per cent annually and would triple or become four times in size by 2014. The purchase of goods or services includes a number of factors that could affect each decision. Customer satisfaction is complex and even more important for retailers today than in past. The objectives of this study were to examine the combined effect of sales promotion schemes on customer satisfaction with reference to shopping malls in FMCG sector and to compare the effects of various sales promotion schemes on customer satisfaction with reference to shopping malls in FMCG sector. Mall intercept survey was conducted to study sales promotion mix on customer satisfaction in shopping malls of Gwalior city. The sample included 200 active mall shoppers. The sales promotion mix on customer satisfaction were identified by a structured questionnaire and captured in 18 items of sales promotion mix. These sales promotion mix items were refunds/ cash back, anniversary schemes/ festival schemes, contests, product warranties and weekly/ monthly offers etc. The study will help the managers of shopping malls to understand the underlying sales promotion items and which sales promotion item is mostly liked by the customers of Gwalior cit