Service Quality, Perceived Value and Purchase Intention in an Innovative Shopping Mall in Senegal: Effects of Traditional Values
Using the culture and tradition theoretical framework, this paper examines the influence of traditional values on the relationship between service quality, perceived value and purchase intention in Senegal. Based on a sample of 303 African customers of an innovative shopping mall. Using structural equation models (PLS) the results show that service quality influences the perceived value of the innovative shopping mall which in turn affects the consumer’s purchase intention. This work establishes a moderating role of traditional values on the relationships between specific dimensions of service quality and the perceived value of the innovative shopping mall.