This paper aims to demonstrate that stress is a relevant feeling to take into account in mall experience and customer satisfaction management. Furthermore, it is proposed that its effects on mall experience and satisfaction differ depending on shopping motivation and frequency.
The method is based on seemingly unrelated regressions models and data were obtained through a survey of 1,088 mall clients. Mall experience is addressed through customer cognitive and affective responses. Both terms together with stress and customer satisfaction with the mall are constructs measured by seven-point Likert scales. Exploratory and confirmatory factor analyses were conducted to validate these measures.
The results show that stress reduces customers’ affective response and satisfaction. The effect of low levels of stress on customer affective response is less negative for frequent shoppers, and the influence of high levels on satisfaction is less negative for them. Furthermore, stress has a U-shaped effect on customers’ cognitive response, an effect that is reduced for frequent shoppers.
Mall managers should try to reduce stress in the management of their customers’ experience. Moreover, they should increase the shopping frequency of their clients by implementing marketing strategies, such as frequency programs and serial concerts, and assist shoppers in reorganizing their shopping goals by implementing organizing tools and new recommendations and suggestions.
Given that previous work on shopping stress is scarce, this paper expands the extant literature by analyzing its effects on mall experience and customer satisfaction. Furthermore, it shows that these effects may vary depending on shopping frequency and motivation.
