Investigation between the Quality Factors and Consumer Behaviour, through Customer Segmentation of a Shopping Centre

Abstract

The phenomenon of experiential shopping develops concurrently with another important and interesting one, namely the birth of Shopping Centre (Keng et al. 2007; Hedhli et al. 2013). Shopping can significantly contribute to improve people's quality of life. The satisfaction of these needs plays an important role in the general welfare of people (Deci & Ryan, 2002). However quality is the antecedent of satisfaction, and therefore of the welfare. Several studies have shown that a relationship of dependence between quality and customer satisfaction exists (Shanaki et al. 2012; Lai, 2015). The aim of this research is twofold: (1) understanding, what are the main reasons that lead consumers to shopping centre and (2) measuring the level of satisfaction and WOM in the different groups of customers. The results show that the quality factors of the shopping centre are essential to carry out the segmentation because the consumers' motivation and preferences are based on them.