Increasing consumer uptake of shopping malls through utilitarian value, customer satisfaction, and behavioural intentions

Informal traditional open-air market system dominates trading activities in Ghana. Shopping malls have emerged as an alternative, formalised, and competitive sector. The contribution of trading in shopping malls to Ghana’s economy is not limited to job creation but also amplifies the beautification of the cities where they operate and the attraction of multinational companies. Despite these contributions, consumer uptake of shopping at shopping malls in Ghana is still very low. Most retail shops operating in shopping malls in Ghana have closed their businesses due to low demand. Thus, there is a need to explore how to sustain the sector by increasing consumer uptake of shopping malls in Ghana. Therefore, the purpose of this study was to investigate the influence of utilitarian value on customer satisfaction and behavioural intentions within shopping malls in Ghana. The target population involved consumers who have visited or shopped in a shopping mall in Accra or Kumasi, two of the largest cities in Ghana. With a total of 500 usable questionnaires in the data analysis, the study found that utilitarian value significantly influences customer satisfaction but not behavioural intentions within the context of shopping malls in Ghana. Customer satisfaction, however, significantly influences behavioural intentions. Within the given results, it is recommended that shopping mall managers focus on pertinent factors such as monetary savings, selection, and convenience that contribute to utilitarian value and enhance customer satisfaction.