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Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan

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Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan International Research Journal of Architecture and Planning Vol. 5(1), pp. 111-122, March, 2020. © www.premierpublishers.org. ISSN: 1530-9931 Research Article Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan *Fariha Tahseen1, Prof. Dr. Noman Ahmed2 1Lecturer, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi 2 Professor, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi This paper is based on a study that investigates emergence and performance of shopping malls from design review and users’ experience. It examines users’ expectancy of services and their level of satisfaction, thus, influences overall performance evaluation of a shopping mall. This research paper also explores emergence of shopping malls in Karachi and a concise account of identifying challenges and exploring opportunities. The research methodology employs qualitative mode of research design for data collection through multiple methods such as on-site investigation by observations, and acquiring user perception by questionnaires and interviews. The data analysis comprises of calculation of customer satisfaction index (CSI) and SPSS statistics tests. Firstly, an overall trend in performance was evaluated. Secondly, it was found if there is statistically significant difference in performance between 5 selected shopping malls of Karachi based on incorporation of design considerations and attributes of a) location and accessibility b) parking and circulation c) site planning and landscape d) design features and services. A proposal of recommendations, as guiding ethos, to minimize impacts of identified challenges in malls of Pakistan concludes this paper. Keywords: Shopping Malls, Mall Emergence and Development, Performance attributes, Customer Satisfaction, Challenges and Opportunities, Design Considerations, Building Evaluation INTRODUCTION Shopping malls, widely accepted as a global phenomenon, development as multi user spaces. Research in the area are a popular genre of retail development. Peoples’ of shopping malls in Pakistani context is generally very attraction towards shopping malls not only owes to the limited. Therefore, this research contributes to knowledge business success but accounts for quality of spaces and through an evaluation of performance of shopping malls, the experience created by these multi-user retail spaces. through acquiring visitor satisfaction, with certain During the recent past, shopping and multipurpose mall measurement criteria would be essential besides tracking spaces have evolved and spread in numbers and scales evolution of malls in Pakistan to understand the mall trends in large cities in Pakistan. With the passage of time, these and issues associated with its design and performance. malls and high-end shopping stores have morphed into centripetal spaces that attract shoppers and vendors from various locations of respective cities. International brand promoters find malls an economic outlet to sell and *Corresponding Author: Fariha Tahseen; Lecturer, promote their merchandize. The rapid advancement in Department of Architecture and Planning, NED University technology and competitive environments has created of Engineering and Technology, Karachi. Email: both new challenges and opportunities for shopping malls. [email protected]; Tel: 0092 (333-4708835) It was found useful to structure this paper by tracing Co-Author Email: [email protected]; evolution of shopping malls worldwide and its conceptual Tel: 0092 (333-3417250) Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan Tahseen and Ahmed 112 LITERATURE REVIEW mixture of economic and religious activities (the main square, commercial and religious life, and the high street), a. Historical Overview of Evolution of Shopping are now tending to be replaced to a large extent by Malls shopping centers (Delic & Knezevic, 2014). Shopping has been a popular activity and a desirable c. Key Attributes of Shopping Malls experience for people since ancient times. From the earlier formats of open market places and ancient grounds to Jackson, Stoel and Brantley (2011) stated that customers enclosures, pavilions and eventually covered markets, a consider shopping mall attributes when selecting which very interesting trail of spaces evolved in different parts of mall to visit. Beyard and O’Mara (2006) characterized a the world. Mc Morrough (2001) mentioned the evidences well-planned shopping center as one that has a unified of first ever physically enclosed shopping activity which architectural theme while providing space managed as unit dates back to ancient Greek markets with an erection of for benefit of tenants, unified site of accessible location, stone structure built at the outer periphery of city walls also sufficient on-site parking, service facilities, comfortable as an indicator of trade with other settlements. The surroundings and site improvements such as lighting and concept of internalizing the urban experience developed signage. However, Kushwaha, et al. (2017) mentioned further with more specialized spaces of consumption. The accessibility, a heterogeneous mix of retail outlets, unique development of the arcade in Paris in the late 18th Century environment, safety and leisure to be the key service significantly changed retail and shopping in Europe features that differentiate the retail experience of shopping (Chung et al., 2001). By mid of 20th century in USA, overly malls from that of other shopping destinations. densifying urbanities aroused an urge to drift towards Merchandise mix, accessibility, services and atmospherics suburbs. The retail designers picked the opportunity to are the four key attributes of malls investigated by several expand the shopping experience and accommodate the authors (Dennis, Marsland & Cockett, 2001; Finn & changing lifestyles, preferably located away from the Louviere, 1996; Frasquet, Gil & Molla, 2001).Research central business district. Therefore, an increase in use of study of Astono (2014) investigated five shopping automobile and growth of new suburbs promoted attributes of convenience, service quality, tenant phenomenal growth and development of shopping malls. presence, mall’s environment and marketing focus in order Victor Gruen, the founder architect of one of the earliest to find their impact on customer satisfaction. shopping mall aimed to experience the sub urban scape to achieve new ‘shopping towns’ without the noise, dirt and d. Customer Satisfaction for Shopping Malls vehicular congestion which had already overburdened the Shamdasani and Balakrishman (2000) through research city centers. The mall was a remarkable (almost) copy of informed that physical environment is a key determinant downtowns and a magnetic place with its variety of stores for customer satisfaction. Evangetia and Giorgios (2010) (auditoriums, bank, post office, local retailers, also revealed in their study that the physical environment supermarket), its individuality, lights, color, and even quality of shopping malls evolves the positive emotions of crowds (Coleman, 2006; Wall, 2005). visitors in order to feel comfortable. Juhari et al (2012) b. Emergence of Shopping Malls as Multi User argued that management of shopping mall’s service scape Spaces and physical environment needs to be included to evaluate its performance. An overall attractive and well-functioning Widiyani (2018) discussing historical evolution of shopping mall with all necessary facilities and services are required malls in United States and Europe mentioned that the for visitors’ satisfaction. Hui, Zhang and Zheng (2013) concept of mixed-use shopping malls emerged between analyzed that the overall shopping mall customers’ 1960 and 1970. The malls became spaces not only for satisfaction is influenced by management and shopping but also for socializing by incorporating food maintenance of communal facilities such as rest rooms, courts, cafes and restaurants. The latest multi commercial shopping mall’s cleanliness, promotional events and its complexes disperse not only goods but also information security services. Ilieska (2013) gave a widely accepted regarding lifestyles and living (Kim, 2017). The search for definition of satisfaction as a judgment that a product or a place where people can meet the need for shopping as service feature, or the product of service itself, provided (or well as travel and enjoy in their spare time or leisure time is providing) a pleasurable level of consumption – related plays an important role in shaping shopping centers (Uslu, fulfillment, including levels of under or over fulfillment. In 2006). Delic, M. & Knezevic, B. (2014) discussed modern Fornell’s (1992) opinion customer satisfaction is a function trends in shopping centers development that not only of pre-sale expectation and post-purchase perceived function as retail merchandising complex but a social and performance. Wong et al (2012) and Ahmed (2012) community center with several entertainment opportunities investigated whether the customer feels satisfied with their such as children play-scapes, virtual reality games, live decision to shop at certain shopping mall and after they shows, movies in multiplex cinemas and variety of food. shopped at certain shopping mall. Wang (2009) The traditional social meeting places that caused cities to researched
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