Abstract

The intense competition among shopping centre proprietors has led researchers to investigate the factors that influence customer loyalty. To this end, this research was conducted to explore the relationship between customer loyalty, service quality, and customer satisfaction at DLF Mall of India. A survey was conducted using a five-point Likert scale to collect data from customers, which was then analysed using structural equation modelling. The results of the analysis revealed a strong positive relationship between service quality and customer loyalty (β=0.528, CR=2.681, P<0.05), customer satisfaction and loyalty (β=0.78, CR=1.091, P<0.05), and service quality and customer satisfaction (β=0.65, CR=2.014, P<0.05). These findings support the proposed theory and the three hypotheses (H1, H2, and H3) that were formulated. Thus, the present study analysed the factors that contribute to customer loyalty, including service quality and customer satisfaction, in the context of DLF Mall of India and this study will contribute to the existing literature by providing empirical evidence for the significant influence of service quality and customer satisfaction on customer loyalty. Managers of shopping centres can use the insights from this research to enhance the quality of service and customer satisfaction at their establishments, which could ultimately lead to increased customer loyalty. However, the results of this study may not be generalizable to the entire nation, as the research was conducted only in the Delhi-National Capital Region. Further research in other regions of the country could provide a more comprehensive understanding of the factors that influence customer loyalty. This study provides valuable insights into the relationship between service quality, customer satisfaction, and customer loyalty in the context of a shopping centre. The results highlight the importance of providing high-quality service and satisfying customer needs to build long-term relationships with customers. Future research should consider conducting similar studies in other regions to gain a broader perspective of the factors that impact customer loyalty in the retail industry.

Keywords: customer loyalty, customer satisfaction, service quality.

JEL Classification: D12, D91, L15, L81, M31.

Cite as: Sao, A., Kumar, A., Bapat, G., Khan, M. S., & Singh, S (2023). Analysing Customer Loyalty, Customer Satisfaction and Service Quality at DLF Mall of India Marketing and Management of Innovations, 1, 146-157. https://doi.org/10.21272/mmi.2023.1-13

This work is licensed under a Creative Commons Attribution 4.0 International License

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