Abstract

TURKSON, Patrick Joel; AMOAH, Felix  and  VAN EYK, Marlé. Factors influencing customer experience value in shopping malls. JCMAN [online]. 2022, vol.19, n.2, pp.84-107. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm21067.160.

PURPOSE OF THE STUDY: Shopping malls are relatively new in Ghana. However, the sector faces severe competition as a large proportion of consumers shop in the informal retail market. Furthermore, several consumers perceive products and services in the shopping malls as expensive compared with those in the informal retail market. To overcome these challenges, and to remain competitive and sustainable, shopping malls in Ghana must prioritise customer experience value. Currently, no research exists that has investigated the factors influencing customer experience value in shopping malls in Ghana. Therefore, the purpose of this research is to investigate the factors that influence customer experience value in shopping malls in Ghana DESIGN/METHODOLOGY/APPROACH: A field survey was conducted in two cities in Ghana (Accra and Kumasi) where the four country's biggest shopping malls are located. A purposive sampling technique was used to identify the potential respondents and the quantitative research methodology was used for analysis of the data. Overall, 500 usable questionnaires were included in the data analysis FINDINGS: The findings of the study showed that service encounter, experience realms, utilitarian value and hedonic value are factors that influence customer experience value (EV) in shopping malls in Ghana RECOMMENDATIONS/VALUE: It is recommended that shopping mall managers, in order to create experience value for their customers on their visit to the mall, should attempt to stage all four factors in order to attract more customers MANAGERIAL IMPLICATIONS: For shopping malls to remain competitive and sustainable, it is important for the managers of malls to prioritise the factors that influence customer experience value JEL CLASSIFICATION: L81

Keywords : Customer experience value; Experience realms; Ghana; Hedonic value; Service encounter; Shopping mall; Utilitarian value.

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