The Effect of Customer Experience on Customer Engagement and Relationship Continuity Intention: Focusing on Complex Shopping Malls

This study was conducted for consumers who use the complex shopping mall. The purpose of this study was to investigate how the customer experience of a complex shopping mall affects customer engagement and relationship continuity intention. As an attribute to measure customer experience, it consists of four factors: educational experience, aesthetic experience, entertainment experience, and escapism experience. A research model was designed. For empirical analysis, a survey was conducted targeting consumers in their 20s to 40s living in Seoul and Gyeonggi-do who had experience of using complex shopping malls. 467 copies of the collected valid samples were used for empirical analysis. For data analysis, Structural Equation Model (SEM) analysis was performed using SPSS 24.0 and AMOS 24.0. The empirical analysis results of this study are as follows. First, it was found that factors such as educational experience, aesthetic experience, entertainment experience, and escapism experience among the customer experiences of the complex shopping mall had a positive effect on the conscious participation of customer engagement. Second, it was found that factors such as aesthetic experience and escapism experience among customer experiences of complex shopping malls had a positive effect on the passion of customer engagement. Third, it was found that all factors of the customer experience of the complex shopping mall had a positive effect on the social interaction of customer engagement. Fourth, it was found that conscious participation, passion, and social interaction factors of customer engagement in complex shopping malls all had a positive effect on relationship continuity intention. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven.