Enhancing customer loyalty to shopping centres through special event entertainment: the mediating role of hedonic value?

Paper

Sit, Jason, Johnson Morgan, Melissa and Ekinci, Yuksel. 2010. "Enhancing customer loyalty to shopping centres through special event entertainment: the mediating role of hedonic value?" Garaus, Marion, Weitzl, Wolfgang, Wolfsteiner, Elisabeth and Zimprich, Magdalena (ed.) 4th German French Austrian Conference on Quantitive Marketing (GFA 2010): New Directions New Insights. Vienna, Austria 16 - 18 Sep 2010 Vienna, Austria.
Paper/Presentation Title

Enhancing customer loyalty to shopping centres through special event entertainment: the mediating role of hedonic value?

Presentation TypePaper
AuthorsSit, Jason (Author), Johnson Morgan, Melissa (Author) and Ekinci, Yuksel (Author)
EditorsGaraus, Marion, Weitzl, Wolfgang, Wolfsteiner, Elisabeth and Zimprich, Magdalena
Journal or Proceedings TitleProceedings of the 4th German French Austrian Conference on Quantitive Marketing (GFA 2010)
Number of Pages1
Year2010
Place of PublicationVienna, Austria
Web Address (URL) of Paperhttp://gfa2010.univie.ac.at/fileadmin/user_upload/GFKconference/GFA2010/documents/GFA-ConferenceProceedings_final.pdf
Conference/Event4th German French Austrian Conference on Quantitive Marketing (GFA 2010): New Directions New Insights
Event Details
4th German French Austrian Conference on Quantitive Marketing (GFA 2010): New Directions New Insights
Event Date
16 to end of 18 Sep 2010
Event Location
Vienna, Austria
Abstract

Special event entertainment refers to free entertainment events convened by shopping centres, and popular examples include school holiday events, fashion shows, celebrity appearances and market days. Despite the common use of special event entertainment, very few studies have provided an insight on the effect of special event entertainment on customer loyalty to shopping centres. In particular, very few studies have examined the perceived hedonic value and quality of special event entertainment, and how these two
constructs interact to influence customers’ approach behaviours in shopping centres. As an attempt to gain this insight, this study surveyed 280 shopping centre patrons in Australia that had experienced special event entertainment. Every 5th shopper in the crowd was approached and handed a self-completed questionnaire. Structural equation modelling was applied to analyse the data. The results showed that
perceived hedonic value consisted of two dimensions: entertainment value and exploration value. These two value dimensions are parallel to the passive and active experiential value proposed by Mathwick, Malhotra and Rigdon (2001). Entertainment and exploration value were found to have significant, positive effects on shopping behaviour and behavioural intention of shoppers. However, these positive effects were not identical. Exploration value demonstrated a much stronger, positive effect than entertainment value. Perceived quality was found to have a positive effect on perceived hedonic value. Two dimensions
constituted the perceived quality of special event entertainment: setting quality and performer quality. In
particular, setting quality demonstrated a positive effect on both entertainment and exploration value. Conversely, performer quality had a positive effect on exploration value only, and not on entertainment value. Nevertheless, performer quality was found to have a, direct positive effect on both shopping behaviour and behavioural intention. Hence, the results of this study suggest that special event entertainment can enhance shopper loyalty, particularly through perceived hedonic value and quality. However, perceived hedonic value is likely to mediate the effect of perceived quality on shopper loyalty.

Keywordsexperiential marketing; hedonic value; service quality; shopping centre loyalty
ANZSRC Field of Research 2020350606. Marketing research methodology
350602. Consumer-oriented product or service development
350605. Marketing management (incl. strategy and customer relations)
Public Notes

Abstract available only.

Byline AffiliationsUniversity of Surrey, United Kingdom
School of Management and Marketing
Oxford Brookes University, United Kingdom
Institution of OriginUniversity of Southern Queensland
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