ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 10, Number 2, July 2012

Evaluating Customer Buying Experience at Chase Up
Saeed Mujahid - Muhammad Ali Jinnah Univeristy, Karachi, Pakistan
Dr. Syed Humayun - University of Karachi, Karachi, Pakistan

With the changing market trends and mushrooming of mega shopping stores and malls, customers shopping experience has also been changed to a greater extent. Mega malls and retail stores now offer consumer goods in attractive prices and hence mounting culture of consumerism. In this lieu, this study intends to explore the factors impacting upon the customer shopping experience in a mega retail store. Data was collected from the customers of Chase-Up mall by using the self-administered questionnaire. Queries were developed on a likert scale. The questionnaire contains 25 problem-related questions and 9 questions were incorporated to get the personal information of the customers. The means for all the variables are more than 3 at the scale of 5, which prove that the respondents are somewhat satisfied with the performance of Chase Up. With the increasing competition in the city, Chase Up is highly pressed to improve itself. The value of more than 4 is what Chase Up looks for...


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