Effects of Parking Space on Customer's Satisfaction and Patronage in Shopping Malls at Akobo, Ibadan

Abstract

Parking space influences how customers feel about stores. Shoppers encountered frustration
whilst seeking parking facilities before accessing the shopping malls, which negatively impacts
their overall shopping experience and perception of the malls, regardless of the quality of goods
and services offered within the facility. Addressing this infrastructure limitation could improve
the customer experience. This study investigates the impact of parking space on customers'
satisfaction in two (2) shopping malls in Akobo, Ibadan. The study utilised a mixed-method
research approach, which included interviews and questionnaires administered to shoppers who
frequent the mall's parking lot as well as the supermarket's facility management team. Data was
collected from 90 and 65 Supermarket A and Supermarket B consumers, respectively. The data
collected were analysed using statistical methods to identify the relationship between parking
space availability and customer satisfaction. The study's findings indicate that customer
satisfaction at Supermarket A regarding various factors is as follows: size of the parking space
(0.88), Landscape (0.85), Aesthetics (0.92), Ambience (0.79), absence of disturbing noise
(0.83), and safety (0.88). Participants demonstrated greater satisfaction concerning the state of
parking facilities at Supermarket A compared to those at Supermarket B. The study also
observed that supermarket A enjoys more patronage than Supermarket B. Improving parking
space availability may lead to a better shopping experience for customers and increased revenue
for supermarkets.