THE INFLUENCE OF ACTIVITY-BASED-RETAILERS ON THE EXPERIENCE OF MALL-GOERS

Abstract

With the growing presence of e-commerce, Singapore’s retail scene faces huge challenges. Landlords are increasing accommodating Activity-Based Retailers as they provide extraordinary retail experience to their patrons. As such, this paper aims to see how Activity-Based Retailers enhances a mall-goer’s experience and thereafter affects his/her customer satisfaction and mall loyalty, from the regression results. Both qualitative and quantitative method of analysis will be adopted and research study will be conducted in two phases. Phase 1 will be a pre-study qualitative research to set the parameters and scope of research. Phase 2 will consist of both qualitative and quantitative study in the form of survey questionnaire and the Customer Journey Map. This is a type of methodological triangulation to boost the findings retrieved from the study.

Deduced from the findings, there are empirical evidence of a meaningful association between the experience of mall goers and the outcome variables – Customer Satisfaction and Mall Loyalty. As CX is a huge component contributed by 4 different elements namely Affective Experience, Cognitive Experience, Social Experience and Physical Experience, this study also looks into how they affect to the overall experience of a mall-goer and their degree of influence over one another.

Looking at the findings, this paper reiterates that it is paramount to enhance customer experience in order to capture a positive satisfaction level which can translate into higher mall loyalty. Some recommendations derived from observations and the findings have also been included for the future research.