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Obviously, today’s customers are seeking value, choices and customer experience.
Therefore, current retailers of shopping malls should:
• create a theatrical retailing environment;
• stress fun, excitement and entertainment;
• encourage greater customer participation in the retail service experience (Baron et al.,
2000; Mathwick et al., 2001). To deal with those three things, shopping mall
managers
must
pay
attention
to
ambient
conditions
and
environmental
aspects
that
can irritate shoppers.
Ambient conditions which can create the following problems (Lovelock et al, 2005):
• the shopping mall is inadequate of cleanliness
• toilet is neither spacious nor clean;
• inadequate Air Conditioning;
• the music inside the shopping mall is too loud;
• There is bad smell in the shopping mall.
Environmental aspect problems include (Lovelock et al, 2005):
• direction within the shopping mall is inadequate;
• shopping
mall does
not
have
good
landscape
may cause difficulty
in
finding certain
stores or products;
• inadequate security;
• inadequate escalators and elevators within the shopping mall;
• inadequate parking space;
• Hard to be reached by public transportation.
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