- Title
- Customer experience value, satisfaction and behavioural intentions within selected shopping malls in Ghana
- Creator
- Turkson, Patrick Joel
- Subject
- Shopping malls -- Ghana
- Subject
- Consumer satisfaction -- Ghana
- Subject
- Consumer behavior -- Ghana
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Doctoral theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/54706
- Identifier
- vital:47525
- Description
- A key function of shopping malls is still to facilitate retail shopping experiences. Globally, shopping malls have assumed great importance in economies as they generate revenues to governments and contribute immensely to economic development, and Ghana is no exception to the benefits of shopping malls. As more shoppers shop in shopping malls, managers of malls are aggressively intensifying their marketing efforts in order to deliver value to customers, while taking into account contemporary changes in consumer preferences. Since the 1950s, customers have been seeking value through products and services, and now customers are seeking value through experiences. For several reasons such as customer preferences and lifestyles, the notion of creating experience value for customers has emerged as an important topic in contemporary marketing literature. The main interest of shopping mall managers is profit maximisation. However, shopping malls in Ghana are relatively new, face stiff competition from the informal retail sector, and are perceived as charging higher prices compared with the informal sector. Therefore, it is argued that providing positive customer experience value, prioritising customers’ satisfaction, and ensuring positive behavioural intentions can assist shopping mall managers in Ghana to be sustainable and remain competitive in the retail industry. The aim of this study is thus to investigate the factors that influence customer experience value, and assess the influence of customer experience value on customer satisfaction and behavioural intentions within selected shopping malls in Ghana. In addition, the study investigates the influence of customer satisfaction on behavioural intentions and the mediating role that customer satisfaction plays in the relationship between customer experience value and behavioural intentions. This study is expected to provide shopping mall managers in Ghana with information that might support them in their decision making concerning the shopping experience value activities that they offer to their customers. Three core concepts, namely customer experience value, customer satisfaction and behavioural intentions, formed the basis of this study. Also, the relationship between experience value, customer satisfaction, and behavioural intentions were examined. The study identified customer experience value as a multidimensional construct which comprises of four factors, namely service encounter (efficiency, service excellence and playfulness), experience realms (education, entertainment, escapism and esthetics), utilitarian value (monetary savings, selection and convenience) and hedonic value (exploration, place attachment and social status) as prospective factors contributing to customer experience value within the shopping mall context. Also, the study identified three attributional factors to measure customer satisfaction, namely the basic factors, performance factors, and excitement factors. Three outcomes of behavioural intentions, namely customer loyalty, word of mouth communication and revisit intentions were also identified to measure behavioural intentions of shoppers within the shopping mall context in Ghana. The study employed a purposive sampling technique to identify the potential respondents and the quantitative research methodology for analysis of the data of the study. Primary data was collected through a survey utilising self-administered structured questionnaires in the four key selected shopping malls in Ghana. Within the scope of the research, five hundred (500) useable questionnaires were received. The target population of the research included shoppers who have frequented the selected shopping malls in Ghana. The IBM SPSS (version 26) and AMOS computer software were used to perform the statistical analysis. The findings of the study showed a significant correlation between all factors (service encounter, experience realms, utilitarian value, hedonic value) measuring customer experience value (EV), customer satisfaction (CS) and behavioural intentions (BI). The empirical results also show that there is a significant relationship between experience value as an independent variable and customer satisfaction as a mediating variable. The results further revealed that experience value has a significant relationship with behavioural intentions. However, the results indicate that the relationship between the mediating variable (customer satisfaction) and the dependent variable (behavioural intentions) is insignificant.
- Description
- Thesis (PhD) -- Faculty of Business and Economic Sciences, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (xxiv, 545 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Turkson, PJ.pdf | 5 MB | Adobe Acrobat PDF | View Details Download |