The impact of entertainment and social interaction with salespeople on mall shopper satisfaction

Abstract

Purpose The purpose of this paper is to understand the role played by emotional states in the relationship between entertainment and social interaction with salespeople and shopper satisfaction. Design/methodology/approach The proposed model was tested using a survey-based study, with a sample size of 318 mall shoppers. Findings The results indicate that pleasure and dominance are mediators in the relationship between entertainment and social interaction with salespeople and mall shopper satisfaction. Moreover, regarding the direct relations, entertainment directly influences satisfaction, while social interaction does not. Practical implications The results have practical implications for mall managers and mall developers. Specifically, entertainment can be used to attract shoppers and to enhance their satisfaction with the overall shopping experience. Practical suggestions to this end are offered. Originality/value This study’s contribution is twofold: first, this study adds to research by addressing the gap in research regarding shopper emotional states. Specifically, it addresses the mediating role played by emotional states of shoppers on the impact of entertainment and social interaction in satisfaction. Second, the study concentrates on the role of salespeople by focusing on the social aspects of the interaction.