Abstract:
A significant breakthrough in organised retail in an emerging economy such as Bangladesh, coupled with growing competition among mall managers, necessitates determination of the factors that contribute to a satisfactory shopping experience and long-term patronage intentions. Therefore, this study aimed to explore the factors influencing the overall experience of mall shoppers, which, in turn, shapes their patronage behaviour. For this purpose, 284 respondents were surveyed using the convenience sampling technique. Structural equation modelling was employed to test the hypothesised model. Among the three independent factors analysed, entertainment and accessibility wielded significant influence on shoppers’ experience, while tenant mix exerted a statistically insignificant influence. Altogether, these three independent variables, along with shoppers’ experience, accounted for 67% of the total variance in patronage. It was plausible to conclude that managing entertainment and accessibility can result in a more pleasant shopping experience. Being the first of its kind, this study investigated the combined impact of accessibility, tenant mix, and entertainment on the overall shopping experience that shapes patronage behaviour. This study’s findings can help comprehend the dynamics of customer management in the retail market of an emerging economy.
