CUSTOMER EXPERIENCE AND SATISFACTION IN MULTI-CATEGORY SHOPPING CENTERS: INSIGHTS FROM OBASANJO SHOPPING COMPLEX, MINNA, NIGER STATE

Abstract

Customer experience and satisfaction are recognized as critical drivers of competitiveness in shopping centers worldwide. In Nigeria, multi-category shopping complexes play a growing role in urban retailing, yet challenges such as poor retail atmosphere, inconsistent service quality, and limited retail mix continue to constrain customer satisfaction, loyalty, and spending. This study examined the relationship between customer experience and satisfaction in multi=category shopping centers with insights from Obasanjo Shopping Complex, Minna, Niger State. A survey research design was adopted, with data collected from a simple random sample of 30 shop owners using a structured questionnaire. Content validity was ensured through expert review, while reliability testing using Cronbach’s Alpha produced coefficients above the 0.70 threshold, confirming internal consistency. Data were analyzed using descriptive statistics and Pearson Product Moment Correlation Coefficient. The findings revealed significant positive relationships between retail atmosphere and customer satisfaction (r=0.614, p<0.01), service quality and behavioral intentions (r=0.629, p<0.01), and retail mix and in-mall spending (r=0.611, p<0.01). These results indicated that enhancing the retail environment, delivering consistent service quality, and diversifying the retail mix are vital for fostering satisfaction, loyalty, and increased spending. The study concludes that customer experience strategies are essential for improving retail performance in multi-category shopping centers and recommends targeted investments in retail atmosphere, staff training, and assortment planning to strengthen the competitiveness of Obasanjo Shopping Complex.