Shopping Malls Servicescape and Satisfaction of Customers in Westlands, Nairobi

Abstract

There is an increased importance of customer satisfaction in service provision; thus, the study examined the influence of shopping malls servicescape on the satisfaction of shopping mall customers in Westland's, Kenya. The two theories that informed this study was; Stimulus-Organism-Response and Bitner’s Theoretical Framework. It used a purposive sampling technique to sample shoppers at the malls. The data were analyzed through descriptive statistics such as the mean, standard deviation and frequencies. The inferential statistics which included correlation and regression analysis was used to assess the influence of shopping mall servicescape on customer satisfaction. The investigation found that shopping centers servicescape had a positive and huge relationship with consumer loyalty. The study focused on five shopping malls located in Nairobi, Kenya. The study recommended shopping malls to seek more knowledge on what physical settings or attributes attract customers. They should then make sure they make improvements on their servicescape by implementing this knowledge. The study also made the recommendation to the investors to continually monitor customer behavior in shopping malls to alter and encourage improvement on the shopping malls servicescape. Similar studies could be conducted among other shopping malls within and without Nairobi environs. More studies could also be conducted among other players in different sectors such as the financial sector, and other service industry players. Secondary data could also be collected from shopping malls owners and retail shop owners who have their shops in the malls. The study also suggests future studies to assess the relationship between servicescape and shopping malls performance other than customer satisfaction.