Customer Satisfaction in Shopping Malls: A Case Analysis on Pantaloon

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5
Customer
Satisfaction
in
Shopping
Malls:
A
Case
Analysis
on
Pantaloon
Barada
Prasanna
Mohapatra
and
Dehendra
Kumar
Mahalik
INTRODUCTION
The
extent
of
pleasure
experienced
by
the
customer
or
user
of
the
products
and
services
can
be
measured
by
the
customer
satisfaction
indicator.
Now,
it
is
the
most
challenging
task
for
the
company
to
understand
the
emotional
and
psvchological
needs
of
the
customer
and
to
fulfil
them
in
a
better
way.
It
compares
the
expectations
of
the
customers
with
their
real
experiences.
So,
to
fulfil
the
expectations
of
the
customer,
the
management
of
the
company
should
try
to
understand
the
factors
affecting
the
customer's
buying
decisions.
The
happy
and
satisfied
customers
are
the
assets
of
the
company.
They
will
stay
with
the
company
for
a
long
period
of
time,
and
their
future
purchase
intentions
are
positive
for
the
product.
It
is
the
responsibility
of
the
company
to
maintain
value
in
the
product
to
satisty
the
customer,
which
will
Increase
brand
loyalty
for
the
product.The
management
may
go
for
a
customer
Survey
through
a
questionnaire
to
understand
the
level
of
satistaction
and
their
wants
and
expectations
from
the
product.
They
can
also
get
the
opportunity
to
Serve
more
people
in
society
with
valued
products
and
services.
As
vou
knOw,
a
satisfied
customer
will
speak
well
about
the
experience
with
the
particular
product
or
service,
and
a
dissatisfied
custoner
will
exaggerate
the
negative
experience.
A
customer
has
the
purchasing
power
and
that
is
ereating
a
demand
in
the
market.
One
producer
and
marketer
needs
to
understand
the
specitie
requirements
of
the
customer
and
a
customer-centriC
produCt
will
make
the
organisation
a
market
leader.
|fthe
customer
is
not
gettling
the
product
or
service
as
expected,
then
he/she
will
shift
to
other
products
or
services
available
in
the
market.
So
we
need
to
interact
with
the
customers
to
understand
their
satistaction
level
with
the
stores,
the
anmbiance,
the
brand
and
the
services
provided
by
the
pantaloons.

42
Decision
Making
in
Disruptive
Era
REVIEW OFLITERATURE
According
to
Kotler
(1999),
the
satisfaction
level
of
the
customer
is
direos..
proportionate
to
the
perceived
performance
of
the
prouct.
Ir
the
expectations
of
the
product
performance
are
not
up
to
the
mark,
then
dissatisfaction
will
arise
for
the
customer.
If
product
performance
matches
expectations.,
then
customer
satisfaction
will
occur.
If
the
product
pertormance
is
more
than
expected,
then
the
customer
is
satisfied
and
delighted.
Morganosky
(1997
explained
how
emerging
new
retail
formats
and
retailer
competition
changed
market
structure
and
the
impact
on
consumers
shopping
patterns
across
varions
retail
channels.
Sam
and
Dhanya
(2011)
explain
that
the
buying
intention
of
a
customer
is
influenced
by
their
perceived
value.
He
suggested
that
customer
buying
behaviour
is
influenced
by
product
quality
and
service
quality
using
the
Structural
Equation
Model
(SEM).
Parul
(2011)
identified
customer
satisfaction
parameters
using
the
model
and
used
Quality
Function
Development
in
the
health
industry.
Barsky
(1992)
used
customer
comment
cards
(CCCs)
to
highlight
the
services
provided
in
the
hotel
industry
to
satisfy
the
customer's
needs.
Ali
et
al.
(2014)
highlighted
manager's
behaviour
that
pleases
or
dissatisfies
the
employees
in
the
organisational
context
using
Kano
model.
Wang
et
al.
(2018)
highlighted
the
impact
of
price
and
popularity
on
the
level
of
customer
experience
and
satisfaction.
Meera
Mathur
and
Shubham
Goswami
(2004)
highlighted
the
growth
of
internet
access
and
the
growth
of
the
retail
industry
in
the
Indian
economy,
which
provided
both
opportunities
and
challenges
to
the
industry
because
of
this
phase
of
transformation.
Duverger,
P.
&
Wang,
X.
(2018)
explained
the
customer
satisfaction
drivers
and
the
relative
importance
of
using
Bayesian
dominance
hierarchy,
customer
satisfaction
across
many
business
units,
and
the
role
of
Business
Unit
managers
or
property
managers
to
address
dissatisfaction
issues
of
customers.
Rather,
R,
&
Sharma,
J.
(2018),
explained
the
extent
of
hospitality
brands
brand
loyalty
and
the
role
of
the
customer
s
commitment
and
brand
satisfaction.
In
their
research
paper
on
customer
satisfaction
for
the
organised
retail
industry
in
Erode,
Kumar
and
Vikramman
(2018)
explain
how
the
satisfaction
level
of
customers
plays
a
vital
role
in
decIng
future
purchase
behaviour
and
how
the
paper
explains
the
buying
behavIOUral
aspect
of
the
customer
in
Erode,
Tamil
Nadu
and
how
the
behaviour
influenceS
others
in
a
positive
manner.
David
Jobber
(1995)
explained
that
consumer
satisfaction
will
be
achieved
if
the
product's
perceived
performance
nat
or
exceeds
the
expectations
created
by
the
consumer
after
purchas1ng
i
product
or
service,
and
that
will
create
value
for
the
product
or
servIce
Supplier.
Bergstrom,
Leppanen
et
al.
(2003)
highlighted
the
research
measures
ad
divisions
for
customer
satisfaction,
e.g.
quality,
price,
products,
customer
service,
etc.
Naif
Mutlaq
and
Kausar
(2014)
highlighted
three
variables,
i.e.,
customer
satisfaction,
loyalty,
and
customer
perceived
service
quality
in
grocery
shopp

Customer
Satisfaction
in
Shopping
Malls
43
Despite
the
number
of
shopping
malls,
the
customers
still
prefer
the
traditional
grocery
stores
and
convenience
stores,
and
he
suggested
that
it
will
vary
from
country
to
country
as
per
the
difference
in
culture
and
background.
Oliver,
(1980).
Mehta
(2015)
proposed
the
Kano's
modal
to
identify
the
satisfaction
and
dissatisfaction
level
of
passengers
in
airline
services.
CUSTOMER
SATISFACTION
AND
DISSATISFACTION
PARAMETERS
There
are
a
number
of
factors
which
are
affecting
the
satisfaction
and
dissatisfaction
levels
of
customers.
After
reviewing
a
number
of
articles
and
research
papers
on
customer
satisfaction,
we
have
taken
10
factors
in
our
calculation
as
they
are
very
vital
in
deciding
customer
satisfaction.
We
also
discussed
with
the
customers
the
factors
affecting
their
satisfaction
and
dissatisfaction
levels.
The
factors
are
quality,
price,
brand,
availability,
variety,
service,
payment
mode,
parking,
game
zone,
and
product
offers.
To
analyse
the
factors
to
find
their
importance
in
satisfying
the
customer,
we
have
used
the
Kano
model
in
our
analysis.
KANO
MODEL
Noriaki
Kano,
a
Japanese
researcher,
published
a
paper
in
the
year
1984
applying
a
number
of
ideas
and
techniques
to
understand
customer
satisfaction
for
the
products
or
services
provided
by
different
organizations.
Each
and
every
product
or
service
has
many
features,
out
of
which
some
are
more
important.
some
are
less
important
and
most
important
to
satisfy
the
customers.
The
Kano
model
suggests
the
importance
of
each
feature
to
the
customer
and
how
thev
perceive
the
features
in
their
mind
and
to
what
extent
they
are
satisfied
or
dissatisfied
with
each
and
every
feature.
The
level
of
customer
satistaction
lies
between
the
expected
features
and
the
perceived
performance;
i.e.,
the
customer
is
happy
and
delighted
when
the
product
performance
is
better
than
the
expected
features,
and
if
the
product
performance
is
less
than
the
expectations
of
the
product
features,
then
dissatistfaction
will
arise
in
customers.
This
Kano
model
will
help.
1.
To
find
the
features
of
the
products
or
services
provided
to
the
custom
ers.
2.
To
jdentify
which
feature
will
give
more
satistaction
or
less
satistaction
to customers.
3.
To
suggest
which
feature
the
marketer
should
emphasise
more
in
order
to
satisfy customers.
4.
To
decide
on
which
product
or
service
the
organisation
will
offer
and
to
spend
resources
on
the
product
or
service's
development.
5.
To
measure
the
cost
and
benefit
of
every
product
or
service,

44
Decision
Making
in
Disruptive
Era
DATA
COLLECTION
In
our
study,
we
have
taken
the
responses
of
50
respondents
from
Pantaloon
in
Bhubaneswar
only.
Each
and
every
respondent
was
asked
10
each
containing
both
positive
and
negative
aspects,
and
they
options
are:
it.
answer
out
of
five
options
for
each
aspect,
1.e.,
positive
and
negative.
The
five
Iwill
like
it,
It
must
be
that
way,
I
am
neutral,
1
can
tolerate
it,
I
will
not
1
Result
and
Analysis
We
have
collected
the
responses
of
20
questions
for
the
analysjs.
Tha
details
of
the
questionnaire
are
shown
in
the
responses
for
the
analysis
Tha
details
of
the
questionnaire
are
shown
in
Appendix-1.
Table
1:
Kano
model's
Evaluation
matrix
After
collecting
the
responses
from
the
50
respondents,
we
have
annlied
the
data
in
the
Kano's
Evaluation
Matrix
(Table-1)
to
find
the
result.
The
data
were
analyzed
using
a
special
table
of
Kano
method
(Table-2).
Customer
Requirements
Functional
Questions
(+
ve)
I
will
like
it
It
must
be
that
way
I
am
neutral
I
can
tolerate
it
I
will
not
like
it
I
will
like
it
R
R
R
R
Dysfunctional
Questions
(-
ve)
It must
be
that
way
A
were
asked
to
R
I
am
neutral
A
R
questions,
I
can
tolerate
it
A
R
I
will
not
like
it
M
M
Note:
A-
Attractive
requirement,
O-
One
dimension
requirement,
M-
Must
be
requirement.
-
Indifferent
requirement,
R-
Reverse
requirement,
Q-
Questionable
requirement
(Source:
Matzler
et
al,
1996)
On
the
basis
of
product
feature
requirements
that
affect
customer
satisfaction
or
dissatisfaction,
Kano
explained
the
five
requirements
tor
the
product
or
service.
They
can
be
Must
be
requirements:
This
requirement
must
be
with
in
the
product
or
service.
Ifit
is
not
with
in
the
product,
then
there
will
be
highly
dissatistaction
among
customer
and
will
not
go
for
the
product.
If
the
must-have
requirements
are
in
the
product,
then
the
customer
is
highly
satisfied.
One-dimnensional
requirements:
These
requirements
are
basicay
demanded
by
the
customer,
which
increases
the
extent
of
fulfilment
of
the

Customer
Satisfuction
in
Shopping
Malls
45
demand.
The
extent
of
satisfaction
of
the
customer
will
increase
with
the
proportionate
increase
of
the
fulfilments.
i.e.,
directly
proportional
to
each
other.
Attractive
requirements:
The
requirement
is
not
expected
by
tne
customer.
If
it
is
provided,
it
will
increase
satisfaction;
if
it
is
not
provided,
it
wilI
not
create
dissatisfaction.
Indifferent
requirements:
When
a
requirement
is
fulfilled
or
not
fulfilled,
there
is
neither
satisfaction
nor
dissatisfaction.
Reverse
requirements:
The
customer
is
unhappy
if
the
requirement
is
fulfilled
and
the
customer
is
happy
if
it
not
fulfilled.
Questionable:
Responses
are
contradictory
due
to
misunderstanding
or
misinterpretation
of
the
questions.
The
five
requirements
are
shown
(Figure-1)
in
the
below
diagram.
The
performance
will
be
in
the
X
axis
and
satisfaction
in
the
Y'
axis.
Requrement
not
Futilled
CustoTr
satigtied
ttractive
RoGuH
BIDert
Cna-ienccns
Reqarenet
Incatfe9rt
Requr
etent
Cuetorssr
Dinoatiofied
Rover
se
Rogu
Qrnent
Regurement
Fuiniled
NoJst
be
RAsr
emert
Fig.
5.1:
Product
Requirement
Analysis
(Source:
Based
on
Tooraj
and
Sahel,
2011)
The
classification
of
the
product
or
services
on
the
basis
of
requirements
will
help
the
customers
understand
the
characteristics
of
the
product,
and
the
attractiveness
and
unattractiveness
of
the
product
performance
will
intluence
the
customer
satisfaction.
(Matzler
et
al.,
2004).

46
Decision
Making
in
Disruptive
Era
Table
5.
2:
Application
of
Kano
Method
If
the
quality
of
the
products
will
be
good,
then
how
you
will
feel.
If
the
quality
of
the
products
will
not
be
good,
then
how
you
will
feel.
Customer
Requirements
(Dysfunctional
Question)
Functional
(Functional
(Question)
Questions
(+
ve)
Price
Product
Requirement
Quality
Brand
Availability
Variety
Service
Payment
Mode
Games
one
P'arking
Product
Offer
I
will
like
it
It must be
that
way
I
am
neutral
I
can
tolerate
it
i
A
(Source:
Kano
et
al,
1984)
I
will
like
it
R
|
will
not
like
R
R
R
M
It must
be that
way
A
R
R
J am
neutral
A
I
will
like
it
+ It must
be
that
way
Dysfunctional
Qucstions
(-
vc)
R
l
am
neutral
I
can
tolerate
it
I
will
not
like
it
I
will
like
it
It
must
be
that
way
l am
neutral
I
can
tolerate
it
I
will
not
like
it
I
can
tolerale
A
R
Total
I
will
not
like
it
M
M
M
CategorY

Further,
the
responses
were
classified
(Table-3)
and
number
of
frequency
is
listed
in
each
requirement
for
50
respondents.
Table:
5.
3.
Classification
of
Product
Requirement
of
Kano
model
Product
Requirement
Price
Quality
Brand
Availability
Variety
Service
Payment
Mode
Game
Zone
Parking
Product Offers
Product
Requirement
Price
Quality
Brand
Availability
Variety
Service
Payment
Mode
A
Game
Zone
39
Parking
17
Table
5.4.
Result
of
Kano
analysis
Product Offers
10
13
30
12
22
12
Source:
Author
's
Survey
and
calculation)
31
A
78
34
20
26
60
24
44
24
62
0
30
0
62
20
15
18
0
18
31
0
10
Customer
Satisfaction
in
Shopping
Malls
47
9
9
(Source:
Author
's
Survey
and
calculation)
Based
on
the
frequency
of
answers,
the
individual
product
requirement
and
percentage
of
replies
can
be
drawn
from
the
table
of
results.
(Table-4)
M
22
20
20
22
20
38
40
26
40
M
12
10
10
10
19
20
13
20
6
46
60
22
20
36
10
23
I R
18
30
12
10
0
18
5
4
0
0
CUSTOMER
SATISFACTION
COEFFICIENT
R
0
0
0
Total
100%
100%
100%
100%
100%
100%
100%
100%
100%
TOTAL
100%
50
50
50
50
50
50
50
50
50
50
Category
A
M
A
M
The
CS-coefficient
is
measured
to
understand
the
extent
of
customer
satisfaction
or
dissatisfaction
with
a
particular
product
teature,
i.e.,
the
level
of
satisfaction
when
the
product
feature
is
fultilled
and
there
is
dissatistaction
when
it
is
fulfilled.
The
customer satisfaction coefticient explains that
the
customer's
satisfaction
will
increase
by
fulfilling
the
product
requirement
and
that
fulfilling
the
requirement
will
also
overcome
the
dissatistaction
among
customers
(Berger
et
al.,
1993).

48
Decision
Making
in
Disruptive
Era
The
CS-coefficient
is
calculated
in
Table-5.
To
find
the
level
of
satisfaction
or
dissatisfaction,
we
can
use
the
following
formulas:
(Elmar
et
al,
1996)
Extent
of
Satisfaction=
Price
Extent
of
dissatisfaction=
Product
Requirement
A
Quality
Table:
5.5;
Customer
Satisfaction
Coefficient
of
Kano
model
Brand
Availability
Variety
Service
Payment
Mode
Game Zone
Parking
Product Offers
78
34
20
26
60
0
24
44
24
62
30
62
16
A+0+M+I
18
M
22
20
20
46
22
20
A+0
38
(4+0+M+)x(-1)
40
12
60
22
40
36
20
22
10
18
0+M
12
Total
Category
4+0+
M+I
100%
100%
100%
(Source:
Survey
data
and
Author
s
calculation)
100%
100%
100%
100%
100%
100%
100%
A
A
M
A
M
A+0
A
0.78
0.34
0.20
0.66
0.60
0.62
0.24
0.60
0.42
0.80
0+M
A+O+
M+I
-0.22
-0.20
-0.20
-0.52
-0.20
-0.40
-0.38
-0.58
-0.30
The
positive
CS-coefficient
result
will
be
between
0
and
1.
The
result
is
close
to
1',
indicating
a
high
effect
on
customer
satisfaction,
and
the
result
is
close
to
0,
indicating
a low
effect
on
customer
satisfaction.
The
negative
approach
of
the
CS-coefficient
will
be
between-0
and
-1.
If
the
result
is
close
to
-1',
then
the
dissatisfaction
of
the
customer
will
be
high
if
the
product
features
are
not
fulfilled.
If
the
result
is
close
to
-0',
then
the
customer
dissatistaction
will
be
minimal
if
the
product
features
are
not
fulfilled.
In
our
study,
the
positive
CS-coefficient
of
0.78
for
product
price
means
it
has
a
higher
impact
on
satistying
customers.
The
positive
CS-coefficient
ot
0.34
for
product
quality
requirements
will
slightly
increase
satistaction,
and
the
negative
CS-coefficient
of
-0.20
will
lead
to
more
proportional
dissatistaction.
It
is
also
found
that
the
positive
CS-coefticient
of
0.20
for
the
availability
ot
different
brands
will
increase
customer
satisfaction.
It
has
been
observed
that
the
positive
CS-coeflicient
for
the
availability
of
every
product
at
the
time
ol
a
customer's
visit
is
0.66,
which
means
if
these
requirements
are
fulfilled,
it
wl
increase
the
satislaction
level
proportionately.
The
positive
CS-coeflicient
ot
0.60
for
product
variety
means
it
has
a
higher
impact
on
satistying
customers.

The
positive
CS-coefficient
of
0.62
for
proper
services
by
employees
will
slightly
inerease
satisfaction.
It
is
also
found
that
the
positive
CS-coefficient
of
0.24
for
the
availability
of
different
payment
modes
will
increase
the
satisfaction.
It
has
been
observed
that
the
positive
CS-coefficient
for
the
availability
of
game
zone
at
the
time
of
customers'
visit
is
0.60,
which
means
if
these
requirements
are
fulfilled,
it
will
increase
the
satisfaction
level.
The
positive
CS-coefficient
of0.42
for
parking
facilities
means
it
has
a
higher
impact
on
satisfying
customers.
It
is
also
found
that
the
positive
CS-coefficient
of
0.80
for
the
availability
of
various
product
offers
will
increase
customer
satisfaction.
CONCLUSION
Customer
Satisfuction
in
Shopping
Malls
49
According
to
the
number
of
research
studies
on
customer
satisfaction,
Kano's
model
is
widely
accepted
in
both
research
and
practice,
and
it
is
used
in
many
organizations.
This
study
can
be
useful
for
organisations
to
understand
the
customer's
requirements,
expectations,
and
satisfaction
level
in
different
locations
and
times.
In
our
study,
we
have
taken
10
factors
to
understand
the
satisfacticon
and
dissatisfaction
level
of
customers
of
shopping
malls,
especially
Pantaloons,
where
all
the
customers
or
maximum
customers
belong
to
the
upper
middle
class
and
higher
class,
where
It
is
found
that
factors
like
payment
mode
and
parking
belong
to
the
"must-be"
category,
i.e.,
if
the
requirements
will
not
be
fulfilled,
then
customer
dissatisfaction
will
increase.
Factors
like
availability
and
service
come
under
the
"One-Dimensional"
category,
where
if
these
requirements
are
fulfilled,
it
will
increase
the
satisfaction
level
proportionately.
Some
factors
like
price,
variety,
game
zone,
and
product
offers
come
under
the
"attractive
category,
which
is
not
expected
by
customers,
whereas
if
it
is
fulfilled
then
it
will
increase
customer
satisfaction
and
if
not
fulfilled
then
it
will
not
create
dissatisfaction.
So
shopping
malls
like
Pantaloons
should
place
more
emphasis
on
the
Must-have"
category
to
reduce
customer
dissatistaction,
and
consider
one-dimensional
and
appealing
requirements
to
inerease
customer
satisfaction.
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