Retailing today occupies a key role in the world economy. It must be concisely and clearly defined; retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. India retailing as seen in sprawling shopping center, multistored malls and huge complexes offer shopping, entertainment and food all under one roof. In India shopping malls are growing much more Shopping mall offers customers the possibility to be anything or anybody they want to be, it gives them opportunity to be free and independent even if it’s just for a passing moment. Customer Experience Management (CEM) is potentially a useful concept in the marketing and customer services areas of a retail sector. CEM stands to be the survival mantra. CEM involves shopping malls enabled business processes that identify, develop, integrate and focus a business’ competencies on forging valuable long-term relationships that deliver superior value to its customers. This study is undertaken to identify the CEM practices on the customer satisfaction and retention in organized retail shopping malls in Vijayawada city Andhra Pradesh. The required data of study was collected from both primary as well as secondary sources. Likert scale was used in designing the questionnaire. A sample of 142 respondents was taken from different malls located in Vijayawada city has been selected for the reliability of the analysis. The hypothesis has been tested by using ANOVA and Result of research as concluded the important to enhance the CEM practices makes better to shopping at retail stores in shopping malls at Vijayawada city.

KEYWORDS: Customer Experience Management, Customer, Retailing, Retail Management, CEM Practices