Shopping malls (SM) have become places meeting entertainment needs of the contemporary urban people as well as their shopping needs. In this direction, these organized enterprises have incorporated recreative elements such as cinema, play, exhibit, chat, music, food-beverage and etc. that will ensure consumers having a nice time. At this point, inner-SM restaurants also came to the forefront as sub-units, which support consumer masses to be able to stay long-time and comfortable within the SM. With this study, helping to detect some expectations of inner-SM restaurant consumers was intended for inner-SM restaurants to be able to attract the most suitable and greater number of consumer masses. As an initial attempt to understand the situation in Turkey, a field survey was carried out in M1 Merkez Adana Shopping Center, a leading shopping mall in a high-income area of Adana city. 690 surveys, of which 680 are usable, were reached via "face-to-face survey" method. The obtained results point to the presence of salient relations among consumer expectations of SM restaurants according to demographic variables and educational levels of consumers.
Keywords: Retailing; Shopping Mall; Restaurant, Customer Expectations, and Adana.
Shopping centers (or shopping malls) are regarded as contemporary, dynamic and lively centers of life aiming to satisfy all kinds of needs of the 21st century consumer (Alkibay, Tuncer and Hosgor, 2007: 1). Because, the act of shopping is frequently a social activity for both utilitarian and recreational purposes (Lim and Beatty, 2011). One important component in shopping mall is the restaurant, which is the focus of this research. Academic researchers pay attention to the restaurants in shopping mall but, only a few has touched upon the recreational function of inner-SM restaurants. Among them, only two studies were encountered, which laid an emphasis on the consumer attraction attribute of inner-SM restaurants to SM. Borgers, Brouwer, Kunen, Jessurun and Janssen (2010) consider the tenant mix as one of the most important factors determining the success of shopping malls. Besides department stores, restaurants/food outlets pulls notable customer to shopping mall. Kaltcheva, Patino and Chebat (2011) touch upon those inner-SM restaurants with certain styles are effective regarding attracting visitors and making them experience different experiences. With this study, helping to detect some expectations of inner-SM restaurant consumers was intended for inner-SM restaurants to be able to attract the most suitable and greater number of consumer masses.
The remainder of this paper is organized as follows: section 2 outlines the literature review on shopping malls and customer behaviour in inner-SM restaurants. Section 3 highlights the research design, section 4 discusses the findings, and finally section 5 concludes.
2. REVIEW OF LITERATURE
Shopping centers are defined by various authors in different forms in the literature (e.g. Beddington, 1982: 8; Pride and Ferrel, 1983: 275; Levy and Weitz, 2004: 218). Based on various definitions made, Alkibay, Tuncer and Hosgor (2007: 2) define shopping mall in the following way: Shopping centers are complexes, in which stores with more than one departments and retailer units, cafeteria, restaurant, entertainment center, cinema, exhibit hall, bank, pharmacy and similar enterprises of all sizes are also located within a planned architectural structural unity, whose selling space might range from 5000 m2 to 30.000 m2 and which are generally established in countryside and managed from a single center.
Examining the shopping-related literature, it was seen that shopping motivations can generally differ in three types: (1) functional motivations, (2) social motivations and (3) experiential or hedonic motivations. In the present day, shopping is also considered as a form of recreation that provides pleasure and relaxation (Geuens, Vantomme and Brengman, 2004, p. …