Over a century, consumption patterns have completely been changed since services turn out to be a common offered that you can find in every company. In other words, just services are not enough for today market competition. In order to differentiate, Pine and Gilmore (1999) suggest "experiences" are the definite contribution which highly makes differences from services. Also, an experience also generates "a memorable event" which will remain with a person for a long time by actively involving with "sensation". A business cannot rely solely on their presenting products and services to customers but enhancing valued features to products and services is a necessity. As Hirschman and Holbrook (1982) said that "Consumption has begun to be seen as involving a steady flow of fantasies, feelings, and fun are encompassed by what we call the experiential view." It implies that apart from acquiring products and services, consumers' motivating reasons for going to shopping are experiences and emotion. Therefore, shopping malls should identify themselves as......

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