RELATIONSHIP BETWEEN CONSUMER SATISFACTION, MALL ENVIRONMENT, SHOPPING MOTIVATION, AND FREQUENCY OF VISITS TO SHOPPING MALLS IN LUCKNOW

ABSTRACT The present study explores the relationship between key features of shopping malls and consumer behavior, focusing on consumer satisfaction, frequency of visits, and shopping duration. With the increasing role of malls in urban lifestyles, especially in cities like Lucknow, understanding what drives consumers to visit and revisit these spaces is vital. Prior research by Sharma and Nayak (2016) emphasized the importance of mall environment—such as cleanliness, lighting, and layout—in shaping consumer perceptions. Similarly, Verma and Kapoor (2019) highlighted how shopping motivation, whether hedonic or utilitarian, strongly affects both satisfaction and time spent in malls. This study investigates the correlation between mall environment, shopping motivation, promotional offers, and accessibility with key consumer outcomes. A total of 150 mall visitors in Lucknow participated in the study, selected through random sampling. Data was gathered via a structured questionnaire, and Pearson’s correlation was applied to test the hypotheses. Results revealed a significant positive correlation between mall environment and consumer satisfaction (r=.745), shopping motivation and satisfaction (r =.671), promotional offers and frequency of visits (r =.723), and accessibility with frequency of visits (r =.712). Furthermore, shopping motivation showed a strong association with shopping duration (r = .757), aligning with findings by Joshi and Singh (2021), who noted that promotional experiences and emotional engagement increase dwell time. These findings offer practical implications for mall managers, retailers, and urban developers aiming to enhance consumer engagement and retention through well-rounded, experiencedriven retail environments. Keywords: Shopping Malls, Consumer Satisfaction, Mall Environment, Shopping Motivation, Accessibility, Promotional Offers, Visit Frequency, Shopping Duration