Relationship between service quality, consumer values, satisfaction and loyalty: an empirical study of a shopping mall

The primary purpose of this research is to examine the impact of mall service quality and utilitarian and hedonic consumption values on customers' satisfaction and loyalty. A preliminary hypothetical model was analysed with the structural equation technique following the partial least squares approach. The results show the positive direct effect of the service quality offered by the shopping centre on customer satisfaction and consumer loyalty. Utilitarian and hedonic values play an essential role in shopping centre customers' satisfaction. Both shopping values help to produce satisfaction in shopping mall buyers. Hedonic values, though less effectively, also influence consumer loyalty directly. Mall managers and entrepreneurs should redouble their attention to the most important attributes - associated with the quality and attractiveness of shopping malls - and invest to achieve a high level of loyalty and consumer retention.