The Influence of Mall Management Dimensions on Perceived Experience and Patronage Intentions in an Emerging Economy

Abstract

A significant breakthrough in organised retail in an emerging economy such as Bangladesh, coupled with growing competition among mall managers, necessitates determination of the factors that contribute to a satisfactory shopping experience and long-term patronage intentions. Therefore, this study aimed to explore the factors influencing the overall experience of mall shoppers, which, in turn, shapes their patronage behaviour. For this purpose, 284 respondents were surveyed using the convenience sampling technique. Structural equation modelling was employed to test the hypothesised model. Among the three independent factors analysed, entertainment and accessibility wielded significant influence on shoppers’ experience, while tenant mix exerted a statistically insignificant influence. Altogether, these three independent variables, along with shoppers’ experience, accounted for 67% of the total variance in patronage. It was plausible to conclude that managing entertainment and accessibility can result in a more pleasant shopping experience. Being the first of its kind, this study investigated the combined impact of accessibility, tenant mix, and entertainment on the overall shopping experience that shapes patronage behaviour. This study’s findings can help comprehend the dynamics of customer management in the retail market of an emerging economy.

Enhancing Shoppers’ Experiences and Building Mall Loyalty: The Role of Octomodal Mental Imagery (OMI) and Management Dimension-Evidence from the Yangtze River Delta Region of China

“…This study fills a research gap regarding the impact of OMI on shoppers' experiences. Furthermore, although previous studies have examined the impact of retail market accessibility, tenant mix, and entertainment facilities on shopper behavior, their focus has been primarily on Bangladesh [20]. By validating the applicability of these results in the context of Chinese shopping malls, this study fills a gap in the literature and extends the generalizability of the theory.…”

“…Mahmud grouped shopping mall management dimensions into three independent variables: accessibility, tenant mix, and entertainment [20]. The literature review of these three independent variables is detailed below.…”

“…According to [40], convenient accessibility is crucial for a satisfying shopping experience as the store's layout influences the time spent there and the desire to return. A study [20] found that entertainment and accessibility significantly affect shoppers' experiences. Therefore, it can be posited that: Hypothesis 9 (H9).…”

“…By providing a unique and outstanding shopper experience, shopping malls can differentiate themselves from their competitors, attract new customers, and retain existing ones [17][18][19]. In order to achieve this goal, shopping mall management must focus on improving the shopper's experience [20]. Research has shown that when customers feel more excellent value in the shopper experience, it leads to higher satisfaction, loyalty, and positive word-of-mouth [21].…”

Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes

“…Liu and Wang [31] employed the S-O-R framework to explain the reasons for retaliatory buying after the reopening of Shanghai and to determine how emotional entertainment aroused individual anxiety, consequently inducing behavioral intention. Mahmud et al [32] conducted research on shopping mall management in the emerging economy of Bangladesh, and they emphasized that creating more entertaining shopping experiences stimulates consumer willingness to make repeat purchases. Effectively integrating the concepts of the unified theory of acceptance and use of technology (UTAUT) and the theory of planned behavior (TPB) may aid in understanding how individuals form behavioral intention in a VR environment.…”