Exploring Customer Behavior in Shopping Malls: A Study of Rest Areas in Dubai, United Arab Emirates

Abstract

The city of Dubai has a population of 3.34 million and boasts 65 shopping malls, with an additional 10 currently under construction. As a result of the oppressive climate, shopping malls have emerged as de facto community centers and public squares where Dubai residents can congregate, socialize, and participate in various events. This paper aims to examine the spatial features of indoor and outdoor rest areas within Dubai’s shopping malls and identify key factors that can enhance user satisfaction in each area. To achieve this, literature studies were conducted to extract evaluation factors, such as comfort, aesthetics, convenience, and accessibility for rest areas adjacent to the escalator, restroom, open corridor, and outdoor locations. An empirical study was then carried out, where field observations and user-satisfaction surveys were conducted in the indoor and outdoor rest areas of three prominent malls, namely the Dubai Mall, Dubai Festival City, and Mirdif City Center. The results of the study indicate that in open-corridor rest areas, easy access was highly rated in the satisfaction survey, while noise and privacy maintenance received lower ratings. Comparatively, outdoor rest areas scored higher on the satisfaction survey than indoor rest areas, such as the rest area next to the escalator, open-corridor rest area, and rest area next to the bathroom. This study’s findings can provide a foundation for future rest-area planning that better reflects the needs and desires of users.