Atmospherics fosters customer loyalty: Exploring the mediating effects of memorable customer experience and customer satisfaction in factory outlet malls in Taiwan

The literature lacks consensus on hedonic and utilitarian values in the atmosphere-satisfaction-experience-loyalty nexus, compounded by the overlap between satisfaction and experience. Grounded in the Stimulus-Organism-Response (SOR) framework, this study investigates the distinct roles of hedonic and utilitarian values and memorable customer experience (MCE) in loyalty research. Analyzing 485 responses from eight outlet malls in Taiwan, the results show atmospheric cues influencing utilitarian and hedonic values, impacting customer satisfaction (SAT) and MCE to varying degrees. Notably, SAT exerts a stronger influence on customer loyalty than MCE. The study confirms the mediating effects of hedonic and utilitarian perceptions, MCE, and SAT within the model. This research provides concise insights with implications for theoretical and managerial application.