Wybrane preferencje związane z zakupami w centrach handlowych a satysfakcja klienta
Consumers’ Selected Preferences Related to the Processes of Purchasing in Shopping Malls and Consumer’s Satisfaction

Summary/Abstract: Consumer’s general evaluation of the place of purchase, in particular functioning of a shopping entity, and, in a consequence, the experienced level of satisfaction are traditionally defined and explained using a set of variables that describe and express the evaluation of several aspects of company’s assets and operations. The question may arise, what is the impact and role of other factors, especially those which define the consumer itself. The purpose of the paper is to verify the hypothesis that the consumer’s preferences related to the purchase process affects the level of satisfaction. In order to achieve this, the sample of shopping malls customers has been used. The customers were segmented into clusters that group individuals with similar expectations and preferences related to shopping process, and subsequently, the levels of satisfaction computed for each cluster were analysed and compared.

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