DISSATISFACTION OF SHOPPING EXPERIENCE

Abstract

Shopping centres today are faced with greater competition with the possible problem of oversupply and the ever-changing consumers' shopping activities and preferences. It will be of interest to developers and shopping centre management to understand the cause of a dissatisfactory shopping trip. The purpose of this study is to explore the factors leading to shopping dissatisfaction and to confirm the findings of past researches. This is done through examining some of the factors that lead to shopping dissatisfaction. It is hoped that the findings of this study will benefit developers and shopping centres managers. Five possible factors namely, poor design, ambience, human crowding, spatial crowding and locational inconvenience were identified. Five hypotheses were formed and tested using factor analysis and multiple linear regression. Further analysis is done to test the impact of lifestyle variables on each of the factors that lead to shoppers' dissatisfaction. Design, human crowding, spatial crowding are found to be the most significant factors that tends to result in shopping dissatisfaction followed by ambience. Locational inconvenience is found to be an insignificant factor.