Technical gazette, Vol. 33 No. 6, 2026.
Original scientific paper
https://doi.org/10.17559/TV-20260514003590
Research on the Core Issues and Optimization of Mall Operations by Artificial Intelligence Technology
Yi Chen
; Law School, Hainan University, Haikou, China
Shiyu Yin
; Law School, Zhongnan University of Economics and Law, Wuhan, 430073, China
*
Huiping Shang
; School of Management, Huazhong University of Science and Technology, Wuhan, 430074, China
Dengxian Zhang
; School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hong Kong
* Corresponding author.
Abstract
This study investigates the impact of artificial intelligence (AI) on key performance indicators in mall operations, focusing on operational efficiency, customer satisfaction, and sales growth. Using a quantitative research design, data were collected from 150 mall managers and AI technology specialists across several large-scale malls. The analysis employed multiple regression and mediation techniques to examine the direct effects of AI on operational outcomes and the mediating role of customer satisfaction. Findings reveal a significant positive relationship between AI implementation and both operational efficiency (β = 0.58, p < 0.001) and customer satisfaction (β = 0.67, p < 0.001). Additionally, customer satisfaction was found to partially mediate the relationship between AI and operational efficiency (β = 0.28, p < 0.01), underscoring the importance of optimizing customer experience to fully leverage AI's benefits. While AI positively influenced sales growth (β = 0.38, p < 0.01), this effect was moderate. Reliability and validity were confirmed through Cronbach's Alpha values (0.85 to 0.91) and strong factor loadings in confirmatory factor analysis (CFA). The results offer valuable insights for mall operators seeking to optimize operations through AI, emphasizing a customer-centric approach. This study contributes to the growing body of literature on AI in retail by elucidating its multi-dimensional impact on mall operations and customer satisfaction.
Keywords
artificial intelligence; customer satisfaction; mall operations; mediation analysis; operational efficiency; retail optimization; sales growth
Hrčak ID:
353084
URI
Publication date:
7.11.2026.
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