Exploring the Attributes of Customer Delight among Mall Shoppers in Davao City
Khaled Alghosain *
University of Mindanao, Philippines.
Kymwell R. Hinlayagan
University of Mindanao, Philippines.
*Author to whom correspondence should be addressed.
Abstract
This study examined the factors contributing to customer delight among mall shoppers through explanatory factor analysis. There were five (5) key informants who participated in interviews to identify the factors of customer delight. Based on their responses, the researcher identified 50 factors, which were surveyed among 250 randomly selected shoppers to determine how these factors influenced their customer delight. Latent constructs were identified as attributes of customer delight. These constructs included Digital Integration, which refers to innovative technologies and the seamless blending of online and offline experiences; Service Quality, which refers to maintenance and courteous customer service; Customer Experience, which refers to the variety of stores, high product quality, and a pleasant ambiance; and Loyalty Convenience, which refers to essential amenities and efficient shopping processes. These findings provide valuable insights for mall managers and retailers aiming to foster customer satisfaction and loyalty and remain competitive in the evolving retail landscape. By prioritizing these factors, shopping malls can create a holistic and engaging shopping experience that meets evolving consumer preferences and maintains a competitive edge.
Keywords: Business administration, customers delight, e-commerce mall shoppers, exploratory factor analysis, Philippines