Incorporating service quality into consumer mall shopping decision making: a comparison between English and French Canadian consumers

Purpose – Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed to replicate this classic paradigm and suggested that cognition is an antecedent to emotions. The main goals of this research are to extend the C‐E‐B paradigm by incorporating consumers' perceptions of service quality and to determine whether the extended model of consumer shopping mall decision process is invariant across English and French Canadian consumers. Design/methodology/approach – By conducting a three‐step analysis, six hypotheses are empirically examined through a survey of 266 “real” English and French Canadian consumers in a shopping mall. Findings – Findings indicate that consumers' evaluations of service quality in a shopping environment mediate their pleasure and purchase intention. Consumer mall shopping decision‐making process is invariant across English and French Canadian consumers. Practical implications – For researchers who are interested in understanding consumer mall shopping behavior cross‐culturally, this research provides a model that can be tested in cross‐cultural contexts. For mall operators and store managers attempting to improve the mall environment, product quality, and offer better service, the study provides interesting solutions. Originality/value – By incorporating service quality into consumer mall shopping decision making, this research has demonstrated that consumers' moods evoked by their perceptions of shopping mall environment and of product quality influence their purchase intentions through their perceptions of service quality. The mall shopping decision‐making process of English and French Canadian consumers is universal, regardless of their cultural orientations.