Investigating customer shopping experience in South African shopping centres

Abstract

The customer shopping experience is a comprehensive construct encompassing various factors crucial for meeting and surpassing customer expectations. Understanding its nuances is imperative for businesses striving to excel. This experience not only involves different constructs but also serves as a precursor to elements such as customer loyalty, retention, trust, and satisfaction. Technological advancements have brought significant shifts across industries, enhancing operations and processes. The retail sector, in particular, has witnessed profound changes due to technology. The growth and evolution of this industry are closely tied to technological advancements, providing opportunities to expand into diverse platforms. In recent years, there has been a notable transition from physical shopping centres to online retail platforms. Despite physical shopping centres being a longstanding fixture in the retail industry, the emergence of e-commerce, social media, and the impact of the COVID-19 pandemic have disrupted their traditional role. This study aimed to investigate the factors influencing customer shopping experience in South African shopping centres. Existing literature lacks a comprehensive examination of these factors, particularly in the context of physical shopping centres in South Africa. Therefore, this study delved into various aspects influencing customer shopping experience in these physical spaces. The research employed a qualitative approach and an exploratory research design. A non-probability purposive sampling method was utilised to select and recruit participants for in-depth interviews. Data analysis followed the Morse and Field approach with ATLAS.ti 23 used for coding, categorial, and thematic analysis. Four themes emerged, comprising 19 categories. The findings revealed diverse factors influencing customer shopping experience. Although subjective, customers consistently expressed a desire for convenience, good service, escapism, and tactility. The study also highlighted that these influencing factors encompass both tangible and intangible aspects. Organisations must consider multiple elements when curating the customer shopping experience within physical shopping centres.