A Comparative Study of Customer Satisfaction and Consumption Behavior Across Three Shopping Centers in Shanghai: Evidence from a Questionnaire Survey
1. Introduction
1.1 Research Background and Problem Statement
In the context of the experience economy and the ongoing transformation of the retail industry, shopping centers are increasingly competing through differentiated positioning rather than homogeneous expansion. Customer satisfaction has long been recognized as a key determinant of customer loyalty and business performance (Oliver, 1980; Fornell et al., 1996). As consumer expectations continue to evolve, understanding how different positioning strategies influence customer profiles, consumption behavior, and satisfaction has become increasingly important for both researchers and practitioners.
To explore these issues, this study examines three shopping centers in Shanghai with distinct market positioning: Huijin Department Store (“Huijin”; family life center), Grand Gateway 66 (“Ganghui”; luxury fashion destination), and Metro City (“Meiluo”; youth culture hub). Based on a questionnaire survey of 116 valid respondents, the study investigates how differentiated positioning shapes customer characteristics, consumption behavior, and multidimensional customer satisfaction.
Despite the widespread adoption of differentiated positioning strategies, an important question remains: do these strategies translate into measurable differences in customer characteristics, consumption behavior, and customer satisfaction? While shopping centers often promote distinct market positioning, empirical comparisons of their effectiveness remain relatively limited, particularly within the same urban commercial environment. To address this issue, this study compares three shopping centers in Xujiahui, Shanghai, each representing a different market positioning strategy.
Although differentiated positioning has become a widely adopted strategy in the retail industry, its effectiveness has not been fully examined through empirical comparisons. Existing studies have primarily focused on customer satisfaction or consumer behavior in individual retail settings, while relatively few have investigated how different positioning strategies shape customer profiles, consumption behaviors, and satisfaction within the same commercial district. As a result, the relationships among shopping center positioning, customer characteristics, consumption behavior, and customer satisfaction remain insufficiently understood. This study addresses this research gap through a comparative analysis of three shopping centers in Shanghai.
To address this gap, this study examines three shopping centers located in Xujiahui, Shanghai, one of the city's major commercial districts. Despite their close geographic proximity, the three shopping centers have adopted distinct market positioning strategies. Huijin Department Store serves primarily as a family-oriented shopping destination, Grand Gateway 66 focuses on luxury fashion and lifestyle consumption, and Metro City targets younger consumers through cultural, entertainment, and technology-related retail offerings. Their contrasting positioning strategies provide an appropriate setting for examining how market positioning influences customer demographics, consumption behavior, and customer satisfaction.
1.2 Research Significance, Objectives, and Questions
This research holds significant theoretical importance and practical value.
At the theoretical level, the study combines the classic customer satisfaction theory (the ACSI model) with market segmentation and consumer behavior theories and applies them to the comparative analysis of specific commercial entities in China’s first-tier cities. This helps to enrich and develop localized retail and consumer behavior theories.
At the practical level, the findings of this research can provide direct decision-making references for the operation managers, investors, and commercial real estate planners of shopping centers. By quantitatively presenting the effectiveness of different positioning strategies, consumption contributions, and satisfaction feedback, it can help managers more objectively evaluate the effectiveness of their positioning and identify strengths and weaknesses in the service process, thereby optimizing operational resource allocation, formulating more targeted marketing strategies, and upgrading experience plans, ultimately achieving a dual improvement in customer satisfaction and business value.
Accordingly, this study addresses the following research questions:
RQ1: How do the customer demographic characteristics (e.g., age, gender, and occupation) and consumption behaviors differ across the three shopping centers with distinct market positioning?
RQ2: How do customer satisfaction levels differ among the three shopping centers in terms of overall satisfaction and specific service dimensions, including transportation convenience, environment, cleanliness, parking, retail mix, service quality, price, and promotional activities?
RQ3: Which demographic characteristics and consumption behavior factors are significantly associated with higher overall customer satisfaction, and what managerial implications can be drawn from these relationships?
To answer these questions, this study compares customer profiles, consumption behaviors, and satisfaction across three representative shopping centers in Shanghai using questionnaire survey data and statistical analyses.
2. Literature Review and Theoretical Framework
2.1 Customer Satisfaction in Retail Settings
Customer satisfaction has long been regarded as a fundamental indicator of business performance and customer loyalty. The Expectation–Confirmation Theory suggests that satisfaction is formed by comparing customers' expectations with their actual consumption experiences (Oliver, 1980). Building upon this framework, the American Customer Satisfaction Index (ACSI) proposes that customer satisfaction is jointly influenced by customer expectations, perceived quality, and perceived value, and subsequently affects customer loyalty and future purchasing behavior (Fornell et al., 1996; Fornell, 2021).
In the retail industry, customer satisfaction is widely recognized as a multidimensional concept rather than a single evaluation. Previous studies have shown that factors such as accessibility, physical environment, cleanliness, service quality, product variety, price fairness, and promotional activities all contribute to customers' overall shopping experience (Parasuraman et al., 1988; Baker et al., 2002; Kotler & Keller, 2016). Accordingly, this study evaluates customer satisfaction across nine dimensions: transportation convenience, environmental comfort, hygiene, parking convenience, retail mix diversity, service quality, price rationality, promotional intensity, and overall satisfaction.
2.2 Demographic Characteristics and Customer Satisfaction
Previous research suggests that customer satisfaction varies across demographic groups because customers differ in their expectations, purchasing power, and shopping preferences. Age is one of the most influential factors. Younger consumers generally value entertainment, fashion, social interaction, and digital experiences, whereas middle-aged and older consumers tend to emphasize convenience, service quality, comfort, and family-oriented facilities (Arnold & Reynolds, 2003; Kotler & Keller, 2016).
Gender and occupation also influence shopping preferences. Female consumers are often more sensitive to service quality, shopping atmosphere, and product variety, while occupational status is closely related to disposable income, shopping frequency, and consumption purposes. Students, office workers, and retirees may therefore evaluate the same shopping environment differently because of their distinct consumption needs and lifestyles (Solomon, 2020).
These findings suggest that demographic characteristics should be considered when evaluating customer satisfaction in shopping centers with different market positioning.
2.3 Consumption Behavior and Customer Satisfaction
Consumption behavior provides an important link between customer characteristics and satisfaction. Shopping frequency reflects customer engagement and familiarity with a shopping center. Frequent visitors often develop stronger loyalty, although repeated visits may also increase expectations regarding service quality (Fornell et al., 1996).
Spending level is another important behavioral indicator. Customers with different expenditure levels may perceive value differently. Moderate spending often represents a balance between monetary cost and perceived benefits, while very high expenditures may be accompanied by higher expectations, making customer satisfaction more difficult to achieve (Kotler & Keller, 2016).
Consumption purpose also shapes customer evaluations. Customers visiting primarily for dining, family activities, shopping, entertainment, or cultural experiences tend to focus on different aspects of the shopping environment. Therefore, understanding consumption behavior is essential for explaining differences in customer satisfaction among shopping centers with distinct positioning.
2.4 Research Gap and Theoretical Framework
Although previous studies have extensively examined customer satisfaction and consumer behavior, most have focused on general retail environments or single shopping centers. Comparative studies investigating how different positioning strategies influence customer profiles, consumption behaviors, and satisfaction within the same urban commercial district remain relatively limited.
To address this gap, this study compares three shopping centers with distinct market positioning in Shanghai. Based on existing customer satisfaction and consumer behavior theories, an integrated analytical framework is developed in which shopping center positioning influences customer demographic characteristics, which in turn shape consumption behaviors and ultimately affect multidimensional customer satisfaction. This framework provides the theoretical foundation for the empirical analyses presented in the following sections.
3. Methods
3.1 Overall Research Design
This study employed a quantitative, cross-sectional research design to examine customer satisfaction and consumption behavior across three shopping centers in Shanghai. Data were collected through a structured questionnaire administered to customers at the selected shopping centers during a single survey period. The questionnaire gathered information on respondents' demographic characteristics, consumption behaviors, and evaluations of multiple dimensions of customer satisfaction. The collected data were subsequently analyzed using descriptive statistics, analysis of variance (ANOVA), and logistic regression to identify differences among shopping centers and explore factors associated with customer satisfaction.
3.2 Data Collection and Samples
The data were collected in the summer of 2025 in Shanghai. I collaborated with assigned surveyors at the three shopping centers randomly invited customers to participate voluntarily in anonymous questionnaire surveys at the main entrances, rest areas, and popular brand stores of these shopping centers on both weekdays and weekends and during different periods of the day (morning, afternoon, and evening).. A total of 121 questionnaires were distributed, and after excluding those with incomplete answers or obvious logical contradictions, 116 valid questionnaires were retained for analysis, yielding a valid response rate of 95.9%.
The final sample included 17 respondents from Huijin Department Store (14.7%), 50 from Grand Gateway 66 (43.1%), and 49 from Metro City (42.2%). Although the sample sizes were not evenly distributed across the three shopping centers, each shopping center represented a distinct market positioning and customer group, making the sample appropriate for comparative analysis. This approach is consistent with cross-sectional studies that have examined demographic differences in mall shopping satisfaction across diverse retail settings (Jones & Lee, 2022).
3.3 Questionnaire Measures
The questionnaire consisted of four sections designed to collect information on respondents' demographic characteristics, consumption behavior, customer satisfaction, and qualitative feedback.
Demographic information: Respondents were asked to report their age, gender, and occupation. Age was classified into three groups: 35 years or younger, 36–55 years, and 56 years or older.
Consumption behavior: Questions measured respondents' shopping frequency, typical spending per visit, and primary consumption purposes. Shopping frequency was classified into five categories (weekly, monthly, quarterly, semi-annually, and annually). Spending per visit was categorized into five ranges (<100 RMB, 100–500 RMB, 500–1000 RMB, 1000–5000 RMB, and >5000 RMB). Respondents were also asked to identify their primary purposes for visiting the shopping center, including dining, family activities, brand events, new product experiences, cultural activities, and personal shopping.
Customer satisfaction: Customer satisfaction was measured using a 10-point Likert scale, where 1 represented "very dissatisfied" and 10 represented "very satisfied." Respondents evaluated their most recent shopping experience across nine dimensions, including transportation convenience, environmental comfort, cleanliness, parking convenience, retail mix diversity, service quality, price rationality, promotional activities, and overall satisfaction. The use of a 10-point scale allows for greater differentiation in respondents' evaluations than shorter rating scales.
Open-ended feedback: Respondents were invited to provide comments and suggestions regarding their shopping experiences. These qualitative responses were used to supplement the quantitative findings and provide additional insights into customer perceptions.
3.4 Data Analysis Methods
All statistical analyses were performed using R, primarily with the tidyverse (Wickham, 2022), ggplot2 (ggplot2 Team, 2023), and car packages.
Descriptive statistical analysis: Frequencies, percentages, means, and standard deviations were calculated to summarize respondents' demographic characteristics, consumption behaviors, and customer satisfaction scores. Comparative analysis: One-way analysis of variance (ANOVA) was conducted to examine differences in customer satisfaction among the three shopping centers. If the results are significant, further comparisons will be conducted to clarify the specific sources of the differences. Logistic regression analysis: Binary logistic regression was conducted to identify demographic and consumption behavior factors associated with high customer satisfaction. Regression coefficients, odds ratios (ORs), 95% confidence intervals, and p-values were reported to evaluate the strength and statistical significance of each predictor. Statistical significance was evaluated at the 0.05 level.
4. Results
4.1 User Profile: Highly Differentiated Customer Segments
Table 1 presents the demographic characteristics of respondents across the three shopping centers. Significant differences were observed in age, gender, and occupation among the three shopping centers (Chi-square tests, p < 0.05). Overall, Huijin Department Store had a more balanced age and gender distribution, Grand Gateway 66 attracted a relatively younger customer base, and Metro City was dominated by young student customers. Table 1. Demographic Characteristics of Respondents Across the Three Shopping Centers
Characteristic | Classification | Total (n=116) | Huijin Department Store (n=17) | Grand Gateway 66 (n=50) | Metro City (n=49) |
Age | ≤ Age of 35 | 58.6% | 23.5% | 70.0% | 93.9% |
Age of 36-55 | 32.8% | 41.2% | 26.0% | 4.1% | |
≥ Age of56 | 8.6% | 35.3% | 4.0% | 2.0% | |
Gender | Female | 62.9% | 47.1% | 56.0% | 81.6% |
Male | 37.1% | 52.9% | 44.0% | 18.4% | |
Occupation | Student | 48.3% | 11.8% | 34.0% | 77.6% |
Office Worker | 38.8% | 52.9% | 46.0% | 18.4% | |
Retiree | 7.8% | 29.4% | 4.0% | 0.0% | |
Others | 5.1% | 5.9% | 16.0% | 4.0% |
Age distribution: Age distribution differed considerably across the three shopping centers. Respondents aged 36–55 years accounted for the largest proportion of customers at Huijin Department Store (41.2%), whereas respondents aged 35 years or younger represented the majority of customers at Grand Gateway 66 (70.0%) and Metro City (93.9%).
Gender composition: Gender composition also varied among the three shopping centers. Huijin Department Store had a relatively balanced gender distribution (52.9% male and 47.1% female), whereas female respondents accounted for 56.0% of customers at Grand Gateway 66 and 81.6% at Metro City.
Occupational distribution: Occupation distributions also differed across shopping centers. Office workers constituted the largest customer group at Huijin Department Store (52.9%), while students represented the largest proportion of respondents at Metro City (77.6%). Grand Gateway 66 had a more mixed occupational composition, with office workers (46.0%) and students (34.0%) accounting for the largest shares of respondents.
4.2 Consumption Behavior Across the Three Shopping Centers
Table 2 presents respondents' consumption behavior across the three shopping centers. Differences were observed in spending patterns and primary consumption purposes, whereas shopping frequency showed relatively similar distributions across the three shopping centers.
Table 2. Consumption Behavior of Respondents Across the Three Shopping Centers
Behavior | Category | Huijin Department Store | Grand Gateway 66 | Metro City |
Frequency of consumption | Per week | 29.4% | 34.0% | 24.5% |
Per month | 41.2% | 42.0% | 42.9% | |
Quarterly / less frequently | 29.4% | 24.0% | 32.6% | |
Consumption amount | <100 RMB | 0.0% | 8.0% | 20.4% |
100-500 RMB | 41.2% | 54.0% | 61.2% | |
500-1000 RMB | 41.2% | 28.0% | 14.3% | |
1000-5000RMB | 11.8% | 8.0% | 4.1% | |
>5000 RMB | 5.8% | 2.0% | 0.0% | |
Main consumption purpose | Catering | 29.4% | 46.0% | 32.7% |
Family/Child Needs | 23.5% | 12.0% | 8.2% | |
Brand Events | 11.8% | 16.0% | 12.2% | |
New Product Experience | 5.9% | 10.0% | 16.3% | |
Cultural Activities | 5.9% | 4.0% | 14.3% |
Frequency of consumption: Shopping frequency showed similar distributions across the three shopping centers. Monthly visits were the most common frequency, accounting for approximately 41%–43% of respondents in each shopping center.
Consumption amount: Respondents at Huijin Department Store showed relatively higher spending levels, with 41.2% spending 100–500 RMB and another 41.2% spending 500–1000 RMB per visit. At Grand Gateway 66, most respondents (54.0%) reported spending between 100 and500 RMB. Metro City had the largest proportion of respondents spending less than 100 RMB (20.4%) and the highest concentration in the 100–500 RMB category (61.2%).
Consumption purpose: Dining was the most frequently reported consumption purpose across all three shopping centers. However, differences were observed in secondary consumption purposes. Family-related activities accounted for a larger share of visits to Huijin Department Store (23.5%), brand events were more common at Grand Gateway 66 (16.0%), and new product experiences (16.3%) and cultural activities (14.3%) were reported more frequently at Metro City.
4.3 Comparison of Customer Satisfaction
Table 3 presents the mean customer satisfaction scores across the three shopping centers. One-way ANOVA indicated significant differences in transportation convenience, environmental comfort, cleanliness, parking convenience, and promotional intensity (p < 0.05), whereas differences in overall satisfaction, retail mix diversity, service quality, and price rationality were not statistically significant.
Table 3. Mean Customer Satisfaction Ratings Across the Three Shopping Centers
Satisfaction dimensions | Overall mean | Huijin Department Store | Grand Gateway 66 | Metro City | F value | p value |
Overall satisfaction | 8.05 | 8.18 | 8.13 | 7.87 | 2.98 | 0.054 |
Transportation convenience | 8.95 | 9.24 | 8.82 | 8.86 | 4.02 | 0.020* |
Environmental comfort | 8.58 | 8.65 | 8.72 | 8.39 | 3.15 | 0.046* |
Sanitary cleanliness | 8.62 | 9.12 | 8.88 | 8.00 | 16.34 | <0.001*** |
Parking convenience | 7.35 | 6.76 | 7.86 | 7.29 | 5.67 | 0.004** |
Retail Mix Diversity | 8.19 | 8.24 | 8.20 | 8.14 | 0.17 | 0.847 |
Service quality | 8.31 | 8.12 | 8.46 | 8.29 | 1.45 | 0.238 |
Price rationality | 7.39 | 7.71 | 7.32 | 7.22 | 1.82 | 0.166 |
Discount promotion intensity | 6.99 | 7.59 | 6.78 | 6.76 | 4.68 | 0.011* |
Note: p < 0.05, p < 0.01, p < 0.001
Huijin Department Store received the highest mean scores for transportation convenience (9.24), cleanliness (9.12), price rationality (7.71), promotional intensity (7.59), and overall satisfaction (8.18). Grand Gateway 66 achieved the highest ratings for environmental comfort, service quality, and parking convenience.
Metro City recorded the lowest overall satisfaction score and the lowest ratings for cleanliness and environmental comfort.
Parking convenience received the lowest mean rating across all three shopping centers.
4.4 Factors Associated with High Customer Satisfaction
To identify demographic and consumption behavior factors associated with high customer satisfaction, descriptive group comparisons and binary logistic regression analyses were conducted.
Descriptive group comparisons: Respondents aged 36–55 years reported the highest mean overall satisfaction score (8.46), compared with respondents aged 35 years or younger (7.94) and those aged 56 years or older (7.81). Across spending categories, respondents spending 500–1000 RMB per visit reported the highest mean satisfaction score (8.58), whereas those spending 1000–5000 RMB reported the lowest mean score (7.06). Respondents spending more than 5000 RMB also reported relatively high satisfaction (9.00), although this category included only a small number of respondents.
Binary logistic regression: To account for the simultaneous effects of multiple variables, a binary logistic regression model was estimated (Table 4). The results are presented below.
Table 4. Binary Logistic Regression Results for High Customer Satisfaction (≥ 8 Points)
Predictor variable | β coefficient | Standard error | Z value | p value | OR (Odds Ratio) | 95% CI |
(Intercept) | -0.8912 | 0.301 | -2.961 | 0.003** | 0.410 | [0.228, 0.739] |
Age group: age of 36 - 55 | 1.3727 | 0.412 | 3.331 | 0.001* | 3.947 | [1.761, 8.843] |
Age group: ≥ age of 56 | 0.4561 | 0.538 | 0.848 | 0.396 | 1.578 | [0.550, 4.527] |
Consumption amount: < 100 RMB | 0.2105 | 0.489 | 0.430 | 0.667 | 1.234 | [0.474, 3.215] |
Consumption amount: 500 - 1000 RMB | 0.8943 | 0.385 | 2.323 | 0.020* | 2.445 | [1.150, 5.199] |
Consumption amount: 1000 - 5000 RMB | -1.1021 | 0.601 | -1.833 | 0.067 | 0.332 | [0.102, 1.078] |
Consumption amount: > 5000 RMB | 1.5432 | 1.203 | 1.283 | 0.199 | 4.679 | [0.446, 49.084] |
* The reference categories were respondents aged 35 years or younger and those spending 100–500 RMB per visit. Model χ² = 18.34, p < 0.01; Nagelkerke R² = 0.21.
The results of the binary logistic regression analysis are presented in Table 4. After controlling for demographic and consumption behavior variables, age and spending level were significantly associated with the likelihood of reporting high customer satisfaction.
Age: Respondents aged 36–55 years were significantly more likely to report high customer satisfaction than respondents aged 35 years or younger (OR = 3.95, 95% CI = 1.76–8.84, p = 0.001).
Spending level: Respondents spending 500–1000 RMB per visit were significantly more likely to report high customer satisfaction than those spending 100–500 RMB (OR = 2.45, 95% CI = 1.15–5.20, p = 0.020).
Other variables: No statistically significant associations were observed for respondents aged 56 years or older or for the remaining spending categories.
5. Discussions
5.1 Implications of Differentiated Market Positioning
The findings of this study suggest that the three shopping centers exhibited distinct customer profiles, consumption behaviors, and customer satisfaction patterns that were generally consistent with their respective market positioning. Huijin Department Store attracted a relatively balanced customer population with a higher proportion of middle-aged and retired customers, Grand Gateway 66 primarily attracted younger office workers and fashion-oriented consumers, and Metro City was dominated by younger customers, particularly students. These differences indicate that shopping centers with different positioning strategies may attract different customer segments and provide distinct shopping experiences.
The customer satisfaction results further suggest that different shopping centers demonstrated strengths in different dimensions. Huijin Department Store received relatively high ratings for transportation convenience and cleanliness, Grand Gateway 66 performed well in environmental comfort and service quality, while Metro City showed comparatively lower ratings in several satisfaction dimensions. Rather than indicating that one shopping center was universally superior, these findings suggest that customer satisfaction may depend on the extent to which a shopping center's services and environment meet the expectations and preferences of its primary customer groups. This interpretation is generally consistent with previous studies emphasizing the importance of perceived quality and customer value in shaping customer satisfaction (Fornell et al., 1996; Kotler & Keller, 2016).
At the same time, the findings also highlight potential challenges associated with highly differentiated positioning. Metro City, while attracting a predominantly young customer base, received relatively lower ratings for environmental comfort and cleanliness. Although this study cannot establish causal relationships, the results suggest that maintaining high service quality remains important regardless of market positioning. Differentiated positioning may help attract target customer groups, but it should complement rather than replace the provision of a consistently satisfactory shopping environment.
5.2 Implications of Customer Age and Spending Level
The logistic regression analysis identified customer age and spending level as two factors associated with higher customer satisfaction. Respondents aged 36–55 years and those spending between 500 and 1000 RMB per visit were more likely to report high satisfaction than the corresponding reference groups. Although these findings do not imply causal relationships, they suggest that customer characteristics and spending behavior may influence shopping experiences and satisfaction evaluations.
The relatively high satisfaction reported by respondents aged 36–55 years may reflect the extent to which the shopping centers meet the needs of economically active consumers with stable purchasing power and diverse shopping purposes. This age group often combines shopping with dining, family activities, and leisure consumption, making them an important customer segment for shopping center operators. Therefore, maintaining a balanced mix of retail, dining, and family-oriented services may help improve the shopping experience for this group.
Similarly, respondents spending between 500 and 1000 RMB per visit were more likely to report high satisfaction than those in the reference spending category. One possible explanation is that this spending range may represent a balance between perceived value and shopping experience. However, this interpretation should be treated with caution because the present study cannot determine the underlying reasons for customers' spending decisions. Future research using larger samples or qualitative interviews could further examine the relationship between spending level and customer satisfaction.
Overall, these findings suggest that shopping center managers may benefit from tailoring retail offerings and service strategies to the characteristics of their primary customer groups while maintaining a high-quality shopping environment for customers with different spending levels.
5.3 Parking Convenience as a Common Area for Improvement
One notable finding of this study is that parking convenience received the lowest satisfaction ratings across all three shopping centers. Although the absolute scores differed slightly, parking consistently received lower evaluations than the other satisfaction dimensions, suggesting that it represents a common concern among customers regardless of shopping center positioning.
Several factors may contribute to relatively low parking satisfaction, such as limited parking availability, parking fees, or difficulties in accessing parking facilities (Wang et al., 2024). However, the present study did not investigate the specific causes of these evaluations, and therefore no causal conclusions can be drawn. Future research could combine questionnaire surveys with observational data or customer interviews to better understand the factors affecting parking satisfaction.
From a practical perspective, shopping center managers may consider evaluating existing parking services and identifying opportunities to improve customer convenience. Enhancing parking information, improving wayfinding, or optimizing parking management may contribute to improving the overall shopping experience. Nevertheless, the effectiveness of these measures requires further investigation.
5.4 Practical Implications
The findings of this study provide several practical implications for shopping center management. First, customer profiles differed across the three shopping centers, suggesting that management strategies should be aligned with the characteristics and preferences of their primary customer groups. Rather than adopting uniform marketing approaches, shopping centers may benefit from developing services and retail offerings that better match the needs of their target customers. In this regard, the integration of online and offline channels has emerged as an increasingly important strategy for enhancing customer satisfaction in retail malls (Zhang, 2023).
Second, the results indicate that customer satisfaction was associated with multiple dimensions of the shopping experience, including transportation convenience, environmental comfort, cleanliness, and service quality. While different shopping centers demonstrated strengths in different areas, maintaining consistent service quality across these dimensions may contribute to higher overall customer satisfaction.
Finally, parking convenience received relatively low satisfaction ratings across all three shopping centers. Although this study did not investigate the underlying causes of this finding, it suggests that improving customer convenience beyond the retail environment may represent an opportunity for enhancing the overall shopping experience. Regular customer feedback and continuous monitoring of service quality may help shopping center managers identify areas requiring further improvement.
6. Conclusion
This study compared customer satisfaction and consumption behavior across three shopping centers with different market positioning in Shanghai. The findings indicate that the three shopping centers attracted different customer groups and exhibited distinct patterns of consumption behavior and customer satisfaction. In particular, respondents aged 36–55 years and those spending between 500 and 1000 RMB per visit were more likely to report high customer satisfaction, while parking convenience consistently received the lowest satisfaction ratings across all three shopping centers.
Overall, the results suggest that customer satisfaction is associated with both customer characteristics and shopping experiences. These findings align with the broader theoretical understanding that customer satisfaction frameworks continue to evolve in response to changing market dynamics (Fornell, 2021). Although the study cannot establish causal relationships, it provides a comparative perspective on how different market positioning strategies may be reflected in customer profiles and satisfaction outcomes. These findings may offer useful insights for shopping center managers seeking to better understand customer needs and improve customer experience.
This study has several limitations. First, the sample size was relatively small, particularly for Huijin Department Store, which may limit the generalizability of the findings. Second, the cross-sectional research design does not allow causal relationships to be established. Third, this study focused primarily on demographic characteristics and consumption behaviors, while other factors, such as customer expectations, brand perception, and emotional responses, were not examined.
Future research could employ larger and more representative samples, incorporate additional psychological and behavioral variables, and apply longitudinal or mixed-method research designs to further examine the relationships among shopping center positioning, customer behavior, and customer satisfaction.
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