Customer Service as A Tool to Trigger Customer Satisfaction and Loyalty at shopping malls in Pakistan

Abstract

The objective of this research is to investigate the relationship and impact of services offered by shopping malls on customer satisfaction and loyalty towards selection of shopping malls. The research is primary in nature and data is collected from 400 customers using random sampling technique. The research is Quantitative, and explanatory based on selected variables related to services of shopping malls and the customer loyalty is evaluated. This Quantitative research used Basic Customer Services (BCS), Incentive based Customer Services (ICS), Facilitative Customer Services (FCS), Customer Services for Price (CSP), Customer Services for Children (CSC), Customer Services for Atmosphere (CSA), Information Customer services (ISC) as independent variables and Customer Services and Loyalty is dependent variable. The value of Confidence Interval 95% explicates that at probability value less than 0.05 the variables is significant and having significant relationship with customer satisfaction and loyalty. The correlation Analysis shows the direct and positive relationship of selected variables with customer’s satisfaction and loyalty and regression analysis also revealed that there is a significant impact of these variables on customer satisfaction and loyalty.  The environment, informative, and services of atmosphere and entertainment facilities for children are significant predictors. The research results recommend that shopping malls should establish these facilities to attract customers and increase the sales of brand and popularity of shopping malls.