International Journal of Advanced Science and Technology Vol. 28, No. 19, (2019), pp. 1034- 1040 Factors Influencing the Customers towards Service Quality of Shopping Malls in Chennai City Dr. M.Gurupandi1 & Mrs.N.Vinodha2 1Assistant Professor, Department of Commerce Alagappa University, Karaikudi,India. 2Ph.D Part–Time Scholar, Department of Commerce Alagappa University, Karaikudi,, India E-mail: [email protected] & [email protected] ABSTRACT The shopping malls are one such format which has engaged the attention of Indian shoppers due to their potential for shopping, leisure and entertainment. However, with the increase in the number of malls across various cities of India, it has become imperative for retailers to understand the dimensions which attract shoppers to malls. The purpose of the study Chennai is the metropolitan cities the people are spending the time during holidays in shopping malls. The main objectives of the study factors influencing the customer towards service quality of shopping malls in Chennai city. The shopping malls the marketers are rendering many services to the customers. The study structured questionnaire method. The present study 125 samples have been collected with the help of self made questionnaire. Convenience sampling method has been used for selecting the customers. The data were analyzed tools used for the analysis is percentage analysis, Friedman test and ANOVA was used. The concluded of the study shows that the customers are influenced visit the shopping mall due to enjoyment, convenience and attractiveness. Keyword: Shopping Malls, Motivational factors, Retailers, Metropolitan cities. 1. Introduction The shopping mall loyalty under certain environment and that such an influence is moderated by the geographic expanse between the consumer and the shopping mall. Further, the study found that distance has a moderating effect on the association between perceived store value and store loyalty, but not on the association between relationship loyalty and store loyalty (Fazlul K.Rabbanee et.,al 2012). The shopping mall has the dual nature of Web-based application system and traditional shopping mall. The explore of the study online and offline features of Internet shopping malls and their relationships with the acceptance behaviors of customers. The technology acceptance model (TAM) is valid in predicting the acceptance of the Internet shopping malls and that online and offline features have positive effects on the user acceptance (TonyAhn et.,al 2004). The Online marketing opportunity to company worldwide and along with high speed growth of online shopping; it has overcome many retailers to sell products and services through online channel to expand their market. Online shopping or marketing is the use of technology for better market performance (S Akbar & PTJ James 2014). 2. Review of literature The store attributes as a signal for the process of customer‐retailer relationship building in the context of department store operation in the USA. The relevant of the study department store environments were found of the attributes post‐transaction service, direct mail, interpersonal message, merchandise, preferential treatment, and store atmosphere. The study attributes involved perceived relationship investment, while one store attribute dimension directly contributes to ISSN: 2005-4238 IJAST 1034 Copyright ⓒ 2019 SERSC International Journal of Advanced Science and Technology Vol. 28, No. 19, (2019), pp. 1034- 1040 perceived relationship quality (Chiu‐Han Wang & Sejin Ha 2011). The Shopping mall is a group of retail stores under one roof. The malls have been continually adapting and changing in both style and substance in order to attract increasingly complicated and fickle consumers (Tarun Kushwaha 2017). The shopping knowledge pleasure has a important positive influence upon customers' repatronage intentions. The found to have a stronger relationship of enjoyment with repatronage than women. The implications of these results are discussed, together with executive implications, study limitations, and future research directions (Cathy Hart 2011). The dimensions of mall attractiveness for Indian shoppers from the metro cities of New Delhi, Kolkata, Chennai and Mumbai; and subsequently investigate the effect of these dimensions on shoppers’ mall experience. The shopping malls can enhance their mall attractiveness by identifying an optimal mix of factors such as crowd management, tenant variety, parking, etc (Anushree Tandon et.,al 2016). The shopping malls, which are in the central of tight competition; they are ABC Mall and XYZ Mall. Although ABC Mall is the newest entrant of shopping mall in Surabaya, XYZ Mall as the old player is still developing. The aim of the study to analyze and find out which shopping malls’ attribute that able to increase the customer satisfaction (Cynthia Astono 2014). The Internet shopping site qualities on the utilitarian and hedonic values of Internet shopping. The influence of the perceived level of online shopping value on customer satisfaction and repurchase intention (ChangsuKim 2012). 3. Statement of the problem Understanding of consumer behavior is the essence for the survival of any business organization. In changing cultural, demographic, political and economic environment, the consumers taste and preferences are changing drastically. It is felt that there is a need of understanding the behavior of consumer in a retail establishment and go to the extent of fulfilling the needs and wants in a more effective and efficient way. This study contributes the factors influencing towards the customers regarding service quality of shopping malls in Chennai city. 4. Objective of the study The primary purpose of the identify and explore the factors influencing the customer towards service quality of shopping malls in Chennai city. RESEARCH METHODOLOGY The research carried out by the researcher is both descriptive and analytical in nature. This type of research is mainly concerned with description of facts. This study is called descriptive since it describes the factors influencing the customers towards service quality of shopping mall in Chennai city. The present study was carried out with the objective to the customer satisfaction level towards service rendered by shopping mall in Chennai city. In this study, data will be collected through primary and secondary sources. Structured questionnaire will be developed customer satisfaction level towards service rendered by shopping mall in Chennai city. Primary data are collected from 125 customers of shopping malls in Chennai city. Convenience sampling method has been used for the study. ISSN: 2005-4238 IJAST 1035 Copyright ⓒ 2019 SERSC International Journal of Advanced Science and Technology Vol. 28, No. 19, (2019), pp. 1034- 1040 Table 1 List of Sample Collected in Shopping Mall in Chennai City S.No Name Sample 1 Spencer Plaza 25 2 Chennai Citi Centre 25 3 Ampa Skywalk 25 4 Express Avenue 25 5 Chandra Mall 25 5. Analysis and interpretation Table 2 Demographic Profile of the Respondents S.N Variable Classification of Variable Frequency Percentage N=125 1 Gender Male 74 59% Female 51 41% Total 125 100% 2 Age Less than 30 years 81 65% 30 to 40 years 12 10% 41 to 50 years 8 6% 51 to 60 years 24 19% Above 60 years 0 0 Total 125 100% 3 Monthly Below 15000 8 6% Income 15000-20000 17 14% 20000-25000 54 43% 25000-30000 16 13% Above 30000 30 24% Total 125 100% 4 Marital status Married 69 55% Unmarried 56 45% Total 125 100% 5 Occupation Employee 54 43% ISSN: 2005-4238 IJAST 1036 Copyright ⓒ 2019 SERSC International Journal of Advanced Science and Technology Vol. 28, No. 19, (2019), pp. 1034- 1040 Professional 42 34% Student 12 10% Housewife 17 14% Total 125 100% 6 Education School 28 22% Bachelor degree 56 45% Master degree 21 17% Uneducated 20 16% Total 125 100% 7 Number of Once in week 18 14% times visited Once in month 81 69% in shopping Twice in a month 26 21% mall Total 125 100% Source: Primary data (Software used: SPSS 23.0) From the above it can be inferred that out of 125 customers 59% of the male were visiting the shopping mall and 41% of the female were visiting the shopping mall. Therefore, majority of the male customers were using the shopping mall. Out of 125 customers 65% are less than the age of 30 years, 10% of the customers are age between 30-40 years, 6% of the customers are age between 41-50 years and 19% of the customers were the age between 51-60 years. Therefore, majority of the customers are below 30 years. More teen age people are visiting the shopping mall. Out of 125 customers 6% are earned Income below Rs.15000, 14% of the customers Income between Rs.15000-20000, 43% of the customers are Income between Rs.20000- 25000 and 13% of the customers Income between Rs.25000-30000 and 24% of the income between Above 30000. Therefore, majority of the customers are earned income between Rs.25000-30000. Out of 125 customers 55% of the customers are married and 45% of the customers are unmarried. Therefore, majority of the customers are unmarried. Out of 125 customers 43% of the customers are employee, 34% of the customers are professional, 10% of the customers are student and 14% of the customers are Housewife. Majority of the customers are employee. Therefore more employee people are visited the shopping mall. Out of 125 customers 53% of the customers are master degree, 23% of the customers are bachelor degree, 14% of the customers are uneducated and 10% of the customers are student. Majority of the customers are getting master degree. Therefore more educated customers are visiting shopping mall. Out of 125 customers 14% of the customers are visiting shopping mall once in a month, 69% of the customers are visiting shopping mall once in a month, and 21% of the customers are visiting shopping mall twice in a month. ISSN: 2005-4238 IJAST 1037 Copyright ⓒ 2019 SERSC International Journal of Advanced Science and Technology Vol.