Abstract

Purpose: This study explores how mall image dimensions of atmosphere, design, and employee interaction affect customer experience in Malaysian retail malls. It also examines the role of shopping motivation as a mediator in these relationships, framed within Cognitive Appraisal Theory (CAT) and Self-Determination Theory (SDT). Research Design, Data, and Methodology: A cross-sectional survey was conducted among 269 shoppers in Klang Valley, Malaysia, using a structured questionnaire. The data were analyzed using Structural Equation Modelling (SEM) via SPSS and SmartPLS to assess the relationships between mall image dimensions, shopping motivation, and customer experience. Results: The study found that mall atmosphere and design did not significantly affect customer experience. However, employee interaction had a significant and positive impact, particularly for shoppers with higher intrinsic motivation. Shopping motivation also mediated the relationship between employee interaction and customer experience. Conclusions: The findings emphasize that employee interaction plays a crucial role in shaping customer experience, outweighing the influence of physical mall attributes. Retail managers should prioritize staff training and engagement strategies, especially for motivated shoppers, to enhance customer satisfaction. This research contributes to the literature by integrating emotional and motivational factors into the understanding of customer experience, offering valuable insights for retail strategies in an increasingly competitive online market.