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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. The survey data of shopping visitors in Pakistan were collected using a mall intercept technique and tested through structural equation modeling in AMOS.
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. 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. The research provides policy guidelines for the owners and operators of mega shopping malls in developing experience-oriented retailing strategies based on service design.
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. The authors express gratitude to individuals who willingly participated in the study and shared their feelings through the survey.
Special thanks are extended to Ms. Junaid, M. Please share your general feedback. Contact Customer Support. To read this content please select one of the options below:. Access and purchase options You may be able to access this content by logging in via your Emerald profile.