Purpose

This research aims to conceptualize and validate the mall service design as a multidimensional construct and then test a conceptual framework by investigating the impact of mall service design on customer mall experience and its subsequent outcomes, that is, intention to revisit and desire to stay in mega shopping malls.

Design/methodology/approach

The survey data of 455 shopping visitors in Pakistan were collected using a mall intercept technique and tested through structural equation modeling in AMOS.

Findings

The study reveals that service design significantly impacts customer experience and subsequent outcomes. Customer mall experience mediates the relationships between mall service design and the intention to revisit and desire to stay at malls.

Research limitations/implications

Data from a collectivist culture country (Pakistan) were collected. To explore the impact of service design on customer mall experience, researchers should conduct similar studies in individualistic societies like Europe and North America. Additionally, the authors recommend assessing the effect of each dimension of service design on customer experience separately.

Practical implications

The research provides policy guidelines for the owners and operators of mega shopping malls in developing experience-oriented retailing strategies based on service design.

Originality/value

The research conceptualizes and validates the mall service design as a multidimensional construct using the service theater model and empirically tests its relationship with the customer mall experience.

中文翻译：

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通过大型购物中心的服务设计提升客户体验

目的

本研究旨在将购物中心服务设计概念化并验证为多维结构，然后通过调查购物中心服务设计对顾客购物中心体验及其后续结果（即重访意愿和留在大型购物中心的愿望）的影响来测试概念框架。购物广场。

设计/方法论/途径

使用商场拦截技术收集了巴基斯坦 455 名购物游客的调查数据，并通过 AMOS 中的结构方程模型进行了测试。

发现

研究表明，服务设计显着影响客户体验和后续结果。顾客商场体验调节商场服务设计与重游意愿和留在商场的愿望之间的关系。

研究局限性/影响

收集了来自集体主义文化国家（巴基斯坦）的数据。为了探讨服务设计对顾客商场体验的影响，研究人员应该在欧洲和北美等个人主义社会进行类似的研究。此外，作者建议单独评估服务设计的每个维度对客户体验的影响。

实际影响

该研究为大型购物中心的业主和经营者制定基于服务设计的体验导向型零售策略提供了政策指南。

原创性/价值

该研究使用服务剧场模型将商场服务设计概念化和验证为多维结构，并实证检验其与顾客商场体验的关系。