Analysis of Customer Service Space Satisfaction in Integrated Shopping Centers from a Spatial Marketing Perspective -A Case Study of Four Shopping Centers in Guangdong, China-

Against the backdrop of sustained impacts from e-commerce and new commercial complexes, traditional Chinese department stores are transforming from &quotcommodity trading venues&quot into &quotcomposite consumer experience spaces,&quot with customer service spaces (also referred to as &quotconsumer benefit spaces&quot) gradually becoming a key carrier for differentiated competition. Guided by the theoretical framework of spatial marketing, this study divides the customer service spaces of integrated shopping malls into four major systems: &quotfunctional guidance spaces – emotional experience spaces – social interaction spaces – humanistic care spaces.&quot Focusing on four representative integrated shopping centers in Guangdong Province, the research employs field surveys and spatial coding analysis, combined with questionnaire surveys and Importance–Satisfaction Analysis (IPA), to systematically assess customers’ perceptions and improvement needs regarding different spatial systems and their spatial marketing elements.<br/> The findings reveal that customer priorities have shifted from purely material functions to composite dimensions such as &quotemotional identification – experiential interaction – symbolic impression – spatial environment – design concept.&quot Indicators related to emotional experience and humanistic care generally exhibit a &quothigh importance – low satisfaction&quot pattern, while wayfinding systems, barrier-free facilities, and service spaces for families and special needs groups show significant room for improvement. Accordingly, this paper proposes optimization strategies for customer service spaces in integrated shopping centers, including the integration of wayfinding and circulation systems, the enhancement of emotional and cultural narratives, the creation of composite third spaces, and the improvement of humanistic care and inclusive design. These suggestions aim to provide references for the renewal of department store formats and the transition toward human-centered spatial value transformation.