Customer experience value, satisfaction and behavioural intentions within selected shopping malls in Ghana
- Authors: Turkson, Patrick Joel
- Date: 2021-12
- Subjects: Shopping malls -- Ghana , Consumer satisfaction -- Ghana , Consumer behavior -- Ghana
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/54706 , vital:47525
- Description: A key function of shopping malls is still to facilitate retail shopping experiences. Globally, shopping malls have assumed great importance in economies as they generate revenues to governments and contribute immensely to economic development, and Ghana is no exception to the benefits of shopping malls. As more shoppers shop in shopping malls, managers of malls are aggressively intensifying their marketing efforts in order to deliver value to customers, while taking into account contemporary changes in consumer preferences. Since the 1950s, customers have been seeking value through products and services, and now customers are seeking value through experiences. For several reasons such as customer preferences and lifestyles, the notion of creating experience value for customers has emerged as an important topic in contemporary marketing literature. The main interest of shopping mall managers is profit maximisation. However, shopping malls in Ghana are relatively new, face stiff competition from the informal retail sector, and are perceived as charging higher prices compared with the informal sector. Therefore, it is argued that providing positive customer experience value, prioritising customers’ satisfaction, and ensuring positive behavioural intentions can assist shopping mall managers in Ghana to be sustainable and remain competitive in the retail industry. The aim of this study is thus to investigate the factors that influence customer experience value, and assess the influence of customer experience value on customer satisfaction and behavioural intentions within selected shopping malls in Ghana. In addition, the study investigates the influence of customer satisfaction on behavioural intentions and the mediating role that customer satisfaction plays in the relationship between customer experience value and behavioural intentions. This study is expected to provide shopping mall managers in Ghana with information that might support them in their decision making concerning the shopping experience value activities that they offer to their customers. Three core concepts, namely customer experience value, customer satisfaction and behavioural intentions, formed the basis of this study. Also, the relationship between experience value, customer satisfaction, and behavioural intentions were examined. The study identified customer experience value as a multidimensional construct which comprises of four factors, namely service encounter (efficiency, service excellence and playfulness), experience realms (education, entertainment, escapism and esthetics), utilitarian value (monetary savings, selection and convenience) and hedonic value (exploration, place attachment and social status) as prospective factors contributing to customer experience value within the shopping mall context. Also, the study identified three attributional factors to measure customer satisfaction, namely the basic factors, performance factors, and excitement factors. Three outcomes of behavioural intentions, namely customer loyalty, word of mouth communication and revisit intentions were also identified to measure behavioural intentions of shoppers within the shopping mall context in Ghana. The study employed a purposive sampling technique to identify the potential respondents and the quantitative research methodology for analysis of the data of the study. Primary data was collected through a survey utilising self-administered structured questionnaires in the four key selected shopping malls in Ghana. Within the scope of the research, five hundred (500) useable questionnaires were received. The target population of the research included shoppers who have frequented the selected shopping malls in Ghana. The IBM SPSS (version 26) and AMOS computer software were used to perform the statistical analysis. The findings of the study showed a significant correlation between all factors (service encounter, experience realms, utilitarian value, hedonic value) measuring customer experience value (EV), customer satisfaction (CS) and behavioural intentions (BI). The empirical results also show that there is a significant relationship between experience value as an independent variable and customer satisfaction as a mediating variable. The results further revealed that experience value has a significant relationship with behavioural intentions. However, the results indicate that the relationship between the mediating variable (customer satisfaction) and the dependent variable (behavioural intentions) is insignificant. , Thesis (PhD) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
- Authors: Turkson, Patrick Joel
- Date: 2021-12
- Subjects: Shopping malls -- Ghana , Consumer satisfaction -- Ghana , Consumer behavior -- Ghana
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/54706 , vital:47525
- Description: A key function of shopping malls is still to facilitate retail shopping experiences. Globally, shopping malls have assumed great importance in economies as they generate revenues to governments and contribute immensely to economic development, and Ghana is no exception to the benefits of shopping malls. As more shoppers shop in shopping malls, managers of malls are aggressively intensifying their marketing efforts in order to deliver value to customers, while taking into account contemporary changes in consumer preferences. Since the 1950s, customers have been seeking value through products and services, and now customers are seeking value through experiences. For several reasons such as customer preferences and lifestyles, the notion of creating experience value for customers has emerged as an important topic in contemporary marketing literature. The main interest of shopping mall managers is profit maximisation. However, shopping malls in Ghana are relatively new, face stiff competition from the informal retail sector, and are perceived as charging higher prices compared with the informal sector. Therefore, it is argued that providing positive customer experience value, prioritising customers’ satisfaction, and ensuring positive behavioural intentions can assist shopping mall managers in Ghana to be sustainable and remain competitive in the retail industry. The aim of this study is thus to investigate the factors that influence customer experience value, and assess the influence of customer experience value on customer satisfaction and behavioural intentions within selected shopping malls in Ghana. In addition, the study investigates the influence of customer satisfaction on behavioural intentions and the mediating role that customer satisfaction plays in the relationship between customer experience value and behavioural intentions. This study is expected to provide shopping mall managers in Ghana with information that might support them in their decision making concerning the shopping experience value activities that they offer to their customers. Three core concepts, namely customer experience value, customer satisfaction and behavioural intentions, formed the basis of this study. Also, the relationship between experience value, customer satisfaction, and behavioural intentions were examined. The study identified customer experience value as a multidimensional construct which comprises of four factors, namely service encounter (efficiency, service excellence and playfulness), experience realms (education, entertainment, escapism and esthetics), utilitarian value (monetary savings, selection and convenience) and hedonic value (exploration, place attachment and social status) as prospective factors contributing to customer experience value within the shopping mall context. Also, the study identified three attributional factors to measure customer satisfaction, namely the basic factors, performance factors, and excitement factors. Three outcomes of behavioural intentions, namely customer loyalty, word of mouth communication and revisit intentions were also identified to measure behavioural intentions of shoppers within the shopping mall context in Ghana. The study employed a purposive sampling technique to identify the potential respondents and the quantitative research methodology for analysis of the data of the study. Primary data was collected through a survey utilising self-administered structured questionnaires in the four key selected shopping malls in Ghana. Within the scope of the research, five hundred (500) useable questionnaires were received. The target population of the research included shoppers who have frequented the selected shopping malls in Ghana. The IBM SPSS (version 26) and AMOS computer software were used to perform the statistical analysis. The findings of the study showed a significant correlation between all factors (service encounter, experience realms, utilitarian value, hedonic value) measuring customer experience value (EV), customer satisfaction (CS) and behavioural intentions (BI). The empirical results also show that there is a significant relationship between experience value as an independent variable and customer satisfaction as a mediating variable. The results further revealed that experience value has a significant relationship with behavioural intentions. However, the results indicate that the relationship between the mediating variable (customer satisfaction) and the dependent variable (behavioural intentions) is insignificant. , Thesis (PhD) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
Customer satisfaction with the guesthouse experience in Ghana
- Authors: Amoah, Felix
- Date: 2016
- Subjects: Consumer satisfaction -- Ghana , Hospitality industry -- Ghana -- Management , Tourism -- Ghana -- Marketing
- Language: English
- Type: Thesis , Doctoral , DTech
- Identifier: http://hdl.handle.net/10948/6073 , vital:21036
- Description: Guesthouse accommodation plays an important role in Ghana’s hospitality industry and was therefore the focus of this study as little research dealing with guesthouses in Ghana could be found. The number of guesthouses in Ghana continues to grow and they thus represent an important alternative to hotels. However, these establishments seem to perform poorly and face several challenges such as lack of managerial knowledge, insufficiently skilled employees, poor interaction with customers, and criticisms of the provision of low quality service. The main reason for undertaking this research was to provide guesthouse managers in Ghana with information that might assist them in making decisions about the experience they offer. Such knowledge could make this type of accommodation more competitive and eventually help the hospitality sector in Ghana attract tourists and grow. It is imperative that guesthouses focus on the experience they offer, because contemporary tourism and hospitality literature suggest that successful businesses require a shift from functional and financial interests to a more profound focus on total experiences which embody emotional aspects. It is thus argued that, if guesthouse managers in Ghana do not know how their guests perceive their guesthouse experience, they might make costly mistakes and allocate resources to aspects that already provide quality and value in a functional sense, instead of those elements perceived as providing quality and value in the total experience. Two dominating concepts, namely experience quality and experience value, formed the basis of the examination of guests’ experience with the guesthouses in Ghana. In addition, the relationships between the experience and satisfaction were also investigated. Four experience quality dimensions, namely hedonics, peace of mind, involvement, and recognition, and seven value dimensions were examined. The experience value dimensions included atmospherics, enjoyment, entertainment, efficiency, excellence, escape, and economic value. A proportional stratified random sampling procedure was followed to select the guesthouses for the study. Thereafter, a structured questionnaire was distributed to the guesthouse guests selected by means of convenience sampling. Five hundred and forty one useable questionnaires were received. The guesthouse guests formed the primary sampling unit for this study. The results of the empirical study showed a strong positive correlation between all the dimensions of experience quality and experience value, while the factor analysis confirmed that all these dimensions loaded on a single factor. Therefore, experience quality and experience value cannot be separated, and the resulting single multi-dimensional factor was subsequently renamed, overall experience. The results also indicated a positive relationship between hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, efficiency, excellence, escape, economic value, and overall satisfaction. The inferentially established rank-order of the dimensions contributing to satisfaction can guide managers when allocating resources. Overall, atmospherics was ranked first, followed by economic value. Escape was the lowest ranked dimension. In addition, it was found that, except for escape, all the experience dimensions were perceived as basic satisfiers. This implies that guests will be dissatisfied when provision of these dimensions is inadequate. With regard to escape, listed as a performance factor, guests will be satisfied when performance is improved and dissatisfied when performance is low. A positive relationship was also found between overall experience and overall satisfaction. The latter include the likelihood of return and recommending the guesthouse to others. Finally, structural equation modelling confirmed a model representing the 11 experience dimensions (hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, escape, efficiency, excellence, and economic value) and the relationships between overall experience and overall satisfaction pertaining to guesthouses in Ghana.
- Full Text:
- Date Issued: 2016
- Authors: Amoah, Felix
- Date: 2016
- Subjects: Consumer satisfaction -- Ghana , Hospitality industry -- Ghana -- Management , Tourism -- Ghana -- Marketing
- Language: English
- Type: Thesis , Doctoral , DTech
- Identifier: http://hdl.handle.net/10948/6073 , vital:21036
- Description: Guesthouse accommodation plays an important role in Ghana’s hospitality industry and was therefore the focus of this study as little research dealing with guesthouses in Ghana could be found. The number of guesthouses in Ghana continues to grow and they thus represent an important alternative to hotels. However, these establishments seem to perform poorly and face several challenges such as lack of managerial knowledge, insufficiently skilled employees, poor interaction with customers, and criticisms of the provision of low quality service. The main reason for undertaking this research was to provide guesthouse managers in Ghana with information that might assist them in making decisions about the experience they offer. Such knowledge could make this type of accommodation more competitive and eventually help the hospitality sector in Ghana attract tourists and grow. It is imperative that guesthouses focus on the experience they offer, because contemporary tourism and hospitality literature suggest that successful businesses require a shift from functional and financial interests to a more profound focus on total experiences which embody emotional aspects. It is thus argued that, if guesthouse managers in Ghana do not know how their guests perceive their guesthouse experience, they might make costly mistakes and allocate resources to aspects that already provide quality and value in a functional sense, instead of those elements perceived as providing quality and value in the total experience. Two dominating concepts, namely experience quality and experience value, formed the basis of the examination of guests’ experience with the guesthouses in Ghana. In addition, the relationships between the experience and satisfaction were also investigated. Four experience quality dimensions, namely hedonics, peace of mind, involvement, and recognition, and seven value dimensions were examined. The experience value dimensions included atmospherics, enjoyment, entertainment, efficiency, excellence, escape, and economic value. A proportional stratified random sampling procedure was followed to select the guesthouses for the study. Thereafter, a structured questionnaire was distributed to the guesthouse guests selected by means of convenience sampling. Five hundred and forty one useable questionnaires were received. The guesthouse guests formed the primary sampling unit for this study. The results of the empirical study showed a strong positive correlation between all the dimensions of experience quality and experience value, while the factor analysis confirmed that all these dimensions loaded on a single factor. Therefore, experience quality and experience value cannot be separated, and the resulting single multi-dimensional factor was subsequently renamed, overall experience. The results also indicated a positive relationship between hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, efficiency, excellence, escape, economic value, and overall satisfaction. The inferentially established rank-order of the dimensions contributing to satisfaction can guide managers when allocating resources. Overall, atmospherics was ranked first, followed by economic value. Escape was the lowest ranked dimension. In addition, it was found that, except for escape, all the experience dimensions were perceived as basic satisfiers. This implies that guests will be dissatisfied when provision of these dimensions is inadequate. With regard to escape, listed as a performance factor, guests will be satisfied when performance is improved and dissatisfied when performance is low. A positive relationship was also found between overall experience and overall satisfaction. The latter include the likelihood of return and recommending the guesthouse to others. Finally, structural equation modelling confirmed a model representing the 11 experience dimensions (hedonics, peace of mind, involvement, recognition, atmospherics, enjoyment, entertainment, escape, efficiency, excellence, and economic value) and the relationships between overall experience and overall satisfaction pertaining to guesthouses in Ghana.
- Full Text:
- Date Issued: 2016
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