The present research attempts to develop a theoretical framework for the assessment of shopping mall customer experience dimensions. It further classifies the variables associated with retail experiences that may attract customers in Tier-II and Tier- III cities towards the malls. Exhaustive...

"Over the years, India has emerged as the third largest start-up ecosystem in the world, earning itself the reputation of being the emerging land for delivering unicorns. It has become one of the most attractive regions in the world for initiating and scaling up new business ideas. Many venture...