Time buying and time saving: effects on service convenience and the shopping experience at the mall

Purpose – The domain of service convenience remains relatively unexplored. However, as time pervades all aspects of consumption, the value placed on time is likely to influence the importance of convenience. Prior studies call for the investigation of convenience beyond the store context; and malls being a one-stop shopping destination, present an ideal environment for investigation. Design/methodology/approach – A conceptual model delineating the relationships between service convenience, shopping trip value, customer satisfaction and several retail outcomes is developed. This model is empirically tested using survey data collected from 619 mall shoppers; and analyzed using structural equation modelling. Findings – For shoppers who place high economic value on time, the effects of service convenience are greater on hedonic value. Conversely, those who place low economic value on time, effects of service convenience are greater on utilitarian value. Effects of shopping value on retail outcomes also vary according to value placed on time. Research limitations/implications – Further investigation utilizing full convenience scale and more elaborate time style measures encouraged. Practical implications – Results signal the importance of enhancing the experiential aspects of the mall for high economic time value shoppers. Conversely, for low economic time value shoppers, findings suggest the importance of boosting the visual distinctiveness and ease of mall navigation. Originality/value – This study sheds light on research gaps by examining the link between service convenience and its effects on retail evaluation in the mall. It also considers how the economic value placed on time impact perceptions of convenience and the shopping experience.