Muhammad Junaid, Muhammad Faisal Rasheed, Kiane Goudarzi, Asma Tariq
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Customer mall experience mediates the relationships between mall service design and the intention to revisit and desire to stay at malls.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>Data from a collectivist culture country (Pakistan) were collected. To explore the impact of service design on customer mall experience, researchers should conduct similar studies in individualistic societies like Europe and North America. Additionally, the authors recommend assessing the effect of each dimension of service design on customer experience separately.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The research provides policy guidelines for the owners and operators of mega shopping malls in developing experience-oriented retailing strategies based on service design.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The research conceptualizes and validates the mall service design as a multidimensional construct using the service theater model and empirically tests its relationship with the customer mall experience.</p><!--/ Abstract__block -->","PeriodicalId":51402,"journal":{"name":"International Journal of Retail & Distribution Management","volume":null,"pages":null},"PeriodicalIF":5.5000,"publicationDate":"2023-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Advancing customer experience through service design in mega shopping malls\",\"authors\":\"Muhammad Junaid, Muhammad Faisal Rasheed, Kiane Goudarzi, Asma Tariq\",\"doi\":\"10.1108/ijrdm-03-2023-0187\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This research aims to conceptualize and validate the mall service design as a multidimensional construct and then test a conceptual framework by investigating the impact of mall service design on customer mall experience and its subsequent outcomes, that is, intention to revisit and desire to stay in mega shopping malls.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The survey data of 455 shopping visitors in Pakistan were collected using a mall intercept technique and tested through structural equation modeling in AMOS.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The study reveals that service design significantly impacts customer experience and subsequent outcomes. Customer mall experience mediates the relationships between mall service design and the intention to revisit and desire to stay at malls.</p><!--/ Abstract__block -->\\n<h3>Research limitations/implications</h3>\\n<p>Data from a collectivist culture country (Pakistan) were collected. To explore the impact of service design on customer mall experience, researchers should conduct similar studies in individualistic societies like Europe and North America. 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Advancing customer experience through service design in mega shopping malls
Purpose
This research aims to conceptualize and validate the mall service design as a multidimensional construct and then test a conceptual framework by investigating the impact of mall service design on customer mall experience and its subsequent outcomes, that is, intention to revisit and desire to stay in mega shopping malls.
Design/methodology/approach
The survey data of 455 shopping visitors in Pakistan were collected using a mall intercept technique and tested through structural equation modeling in AMOS.
Findings
The study reveals that service design significantly impacts customer experience and subsequent outcomes. Customer mall experience mediates the relationships between mall service design and the intention to revisit and desire to stay at malls.
Research limitations/implications
Data from a collectivist culture country (Pakistan) were collected. To explore the impact of service design on customer mall experience, researchers should conduct similar studies in individualistic societies like Europe and North America. Additionally, the authors recommend assessing the effect of each dimension of service design on customer experience separately.
Practical implications
The research provides policy guidelines for the owners and operators of mega shopping malls in developing experience-oriented retailing strategies based on service design.
Originality/value
The research conceptualizes and validates the mall service design as a multidimensional construct using the service theater model and empirically tests its relationship with the customer mall experience.
期刊介绍:
The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.