RESEARCH METHDOLOGY

ARTICLE SUMMARY

EXPLORING CUSTOMERS SHOPPING EXPERIENCE THROUGH SHOPPING CENTER BRANDING IN MALAYSIA

VIJEESH VENUGOPAL .T. ROLL NO: 11258

SUMMARY: In this article author investigate enjoyment of the shopping experience, its influence on customers intention to repatronise a regional shopping center and effect of gender difference on shopping enjoyment. Four dimension of shopping enjoyment are proposed and 16 item measures is developed to assess 536 consumer prediction or perception of the shopping experience across five countries in united kingdom. Findings indicate that shopping experience enjoyment has a significant positive influence upon customer repartronage intention. Furthermore, men are found to have stronger relationship of enjoyment with repartnage than women. The implication of these results are discussed together with managerial implication study limitation and future research direction, the study also highlights shopping center branding which is essentially the promise of the shopping center to deliver to its customer the ultimate shopping experience. It also attempts to find out how customer shopping experience are affected by shopping centers branding efforts; elements which include store atmosphere, image, store layout , tenant mix etc. then study recommended that shopping center management should increase their levels of advertising and brand efforts, focusing on the shopping center itself. Shopping center should not simply relay on the tenants to offer the advertising. The common measure for branding is awareness. For shopping centers, whether branding is working or not for them is a difficult question to answer. What constitute as branding success to some way not be other. Shopping center should constantly monitor the changing tastes and preferences of customers. Shopping center managements need to establish a more creative and emotional bond with their customers. Only then, they can enchase the shopping experience and benefit from branding