Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values

• Both the utilitarian and hedonic shopping values play an important role in the customer's life style, while shopping from mall.
• Creating and delivering shopping values efficiently and effectively helps in producing satisfaction in mall shoppers..
• Understanding of shopping values could be used as a reference for retailers to design the mall ambience attractively.
• To satisfy the typical needs, retailers have to understand the shoppers' characteristic and attitude towards shopping values.

Declining consumer footfall and diminishing sales in Indian metro cities have guided the expansion of malls in cities of central India. Shoppers of these cities are unfamiliar with the mall concept and have limited exposure of shopping values in the past. The present research focused on the influence of utilitarian and hedonic shopping values on satisfaction of mall shoppers of central India Bhopal by establishing a proposed research framework based on 288 responses from two shopping malls, using utilitarian and hedonic dimensions of shopping values. Confirmatory factor analysis and structural equation modeling (SEM) are used to analyze and validate the proposed research framework. The result supports the relationship between shopping values and customer satisfaction, where both the shopping values show positive significant influences on customer satisfaction. Therefore this research paper would help mall owners to focus on these shopping values effectively and efficiently while planning malls in central India for gaining competitive advantage, attracting new customer and hold their profitable customers by enhancing customer satisfaction with shopping values in the current retail scenario.