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Volume 3
Customer satisfaction: impact of hedonic shopping in Delhi and National Capital Region
Pooja Misra, Prachi Deepak Patil , Aparna Gupta
With the Indian retail industry in a boom phase, it is anticipated that the Indian retail market will increase by approximately 60% and be at USD1.1 trillion by 2020. Interestingly, along with the changing environment in the retail space, customer preferences and expectations have also been changing at a very fast pace. In the past researchers explained two dimensions of customers on the basis of their purchase intent - hedonic, who relate to the feelings of sensation and utilitarian whose primary intent...