Shoppers’ Experience Value and Behavioural Intentions in Shopping Malls: The Mediating Effect of Satisfaction

Abstract

The economy of Ghana relies heavily on the retail industry and the establishment of shopping malls in the past decade has added a boost to the industry. However, little empirical research exists regarding shoppers’ experience value, satisfaction and behavioural intentions within shopping malls in Ghana. This study sought to close this gap by investigating the influence of shoppers’ experience value on satisfaction and behavioural intentions within selected shopping malls in Ghana; evaluate the mediating effect of customer satisfaction on shoppers’ experience value and behavioural intentions; and propose a model of customer experience value, satisfaction and behavioural intentions in the context of shopping malls in Ghana. The survey was conducted in the four largest shopping malls in Ghana. Through a quantitative methodology and purposive sampling, 500 usable copies of the questionnaire were included in the data analysis, and IBM SPSS (version 26) and AMOS computer software were used to perform the statistical analysis. The findings showed that shoppers’ experience value influences customer satisfaction and behavioural intentions. Customer satisfaction was found to influence behavioural intentions but does not act as a mediating variable between shoppers’ experience value and behavioural intentions within shopping malls in Ghana. It is recommended that shopping mall managers consider customer experience value as a multidimensional construct to stage a rewarding experience for customers. The latter will contribute positively to customers’ satisfaction and behavioural intentions.