Impact of Customer Experience on Purchase Decisions in Shopping Malls of Mumbai City

Abstract

Shopping malls, with their unique combination of retailers in one location, have emerged as the means of satisfying consumer expectations. Customers now get a one-stop shopping experience through shopping malls. Malls use their new brands to give their customers a pleasant shopping experience. Customers make distinct purchasing decisions because they expect a certain experience from shopping malls. Every time a customer has with different brands, goods, and services offered by shopping malls is considered part of the customer experience. Shopping malls are becoming the places where customers shop to get their buying experiences. Customer experience is based on the range of brands that are offered at shopping malls, which influence consumers' attitudes, perceptions, emotions, feelings, and personalities. The calibre of the different goods and services that malls provide is crucial to the overall experience of its consumers. The experiences that customers get when they visit shopping malls are unique. Shopping malls involvement in assessing the customer experience improves their long-term customer relationships. A major factor in improving the customer experience is the degree to which customer expectations are met, which reveals the consumers' needs. The degree of novelty with the many brands that shopping malls offer is now determined by the customer experience. Brand image and customer loyalty have emerged as key factors in determining the intensity of the customer experience.

The dynamic purchase decision-making is a result of the competitive environment that has been dominated by digitalization that have an impact on the world at large. The competition between different local brands grew more intense when international brands were present in shopping malls.  Shopping malls' brand image has been determined by the customer experience, which is now a crucial metric for gauging customer satisfaction. Customers now make distinct purchasing decisions based on their shopping experiences. The components of customer experience that influence purchase decision were identified by the study.