FACTORS INFLUENCE THE CUSTOMER ENGAGEMENT OF SHOPPING MALL IN THE DIGITAL AGE
Keywords:
Shopping Center, Engagement, Digital AgeAbstract
The purposes of this research were to study 1) the causal factors influencing the engagement of shopping center users in the digital age, and 2) the adaptation guidelines of the shopping center business to enhance customer engagement in shopping centers in the digital age. A mixed method was used in the study. In quantitative research, the sample group consisted of users of shopping centers in Bangkok and its vicinity. The sample size was 380 people who had used services in the past 3 years and were selected with a hierarchical sampling method. The data were analyzed by structural equation modeling. In qualitative research, key informants were senior executives of shopping centers in Bangkok and its vicinity; specialists or academicians in corporate strategy marketing, customer behavior, digital technology, and technology; and users of shopping centers in Bangkok and its vicinity, totaling 15 people. The findings were as follows: 1) Product operations, user experience enhancement, and customer satisfaction all had a direct impact on service user engagement, while overall service quality had an indirect impact. 2) The guidelines for adjustment of shopping center business to enhance customer engagement in shopping centers in the digital age were as follows: 2.1) Shopping centers must adopt the technology of digital online as a tool. 2.2) They should use digital marketing via the Omni Channel or Digital Platform to connect with service users. 2.3) They should design services, activities, images, and atmosphere in line with users’ lifestyles. 2.4) They should systematically collect data on the use of the service by the service users in a sufficient amount to understand their needs. 2.5) They should continuously develop their service with a fast, efficient, and modern system to listen to the voices of customers. 2.6) They should create collaboration between shopping centers and various shops to create experiences that exceed service users’ expectations and increase engagement.
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