Abstract:
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.
