The link between consumer perception and satisfaction : A comparative study of shopping malls and city centres 

Background: It is a known phenomenon that when external shopping malls arise next to cities the business of the city centres can be affected. This situation occurs since many years and in various places in the world, even Sweden. Purpose: The purpose of this research is to examine what factors are important to the consumers when they are shopping in general, and then to evaluate how these factors influence consumer satisfaction with regard to shopping malls and city centres. Methodology: The research is based on a cross-sectional design with a quantitative strategy. The data collection is conducted through an internet based questionnaire with a snowball sampling approach. Conclusion: The results are that, for consumers, store variety, atmosphere and service quality are quite important aspects when shopping. They also shows that store variety influences consumer satisfaction in both the shopping mall and the city centre. Finally, convenience influences satisfaction in the city centre and the social aspect influences customer satisfaction in shopping malls