Revitalizing retail: The roles of functionality and recreation in shaping mall experiences in a changing retail era

This study explores the relative importance of mall experiences (MEs) in the changing retail era (post-pandemic) and shows which ME types continue to be relevant. Using prospect theory as a theoretical basis for hypothesis development, we assess the perceived importance of four ME types during the pandemic lockdown (when MEs were absent) and afterward and examine their impact on shopper well-being and mall loyalty. A total of 198 respondents completed questionnaires during and after the lockdown, providing within-subject data that were analyzed by repeated-measures ANOVA, structural equation modeling (SEM), and importance–performance analysis (IPA). The findings reveal that while the functional ME was dominant both during and after the lockdown, the recreational ME, although less important than the functional ME, remained influential in maintaining mall loyalty and enhancing well-being. By contrast, the seductive and social MEs were less important than the other two ME types both during and after the lockdown. Theoretically, the study enhances our understanding of consumer behavior in the changing retail era and offers a nuanced view of how different ME types impact key outcomes. Practically, the results provide actionable guidance for mall management by indicating where investments should be prioritized to optimize shopper satisfaction and loyalty in the changing retail environment.