Customer retention strategies in shopping malls of chennai - An exploratory study

India is emerging in mega mall culture. It is the present Indian retail scenario that is attracting both the domestic and international investors to capitalize on this great Indian market scene, its ever growing customer base and their spending potential, and the customers never ending pursuit of good things in life controlled by a major limiting factor: time,makes the mall culture more acceptable. The purchasing power of the consumer is on a constant rise (maybe on a decline now due to world financial crisis), this in turn leads to a better adaptability of the people to the one roof multi divisionary market place which is presented in the form of these malls. It is not only the metros that boasts of these malls but the majority of the mall presence is seen in the once village pockets present around.Once a firm concentrates on existing customers, it could lead to satisfaction and through this process the firm stands to gain positively in terms of creation of customer loyalty, increased customer patronage, positive word of mouth which generates publicity and making references and referrals. Customer satisfaction should be a paramount strategy for any firm’s marketing strategy. It is through satisfaction of customers that firms remain afloat and prosper. In this study, the concept of customer retention is studied which plays a crucial role in the development of shopping mall business and providing service quality to the growing customer base. © 2017, Institute of Advanced Scientific Research, Inc.. All right reserved.