FN ISI Export Format VR 1.0 PT J TI Emotional Quality of Experience in Swiss Shopping Centers AF Kindl, Viktoria AU Kindl, V AB At the moment Swiss shopping centers are facing enormous challenges due to increasing competition, shopping tourism, E-Commerce, the strong Swiss Franc and changing consumer behavior. In order to survive and remain successful in the market, Swiss shopping centers are forced to develop new strategies and ideas. To enhance the situation, the focus of this study is set on the assurance and improvement of the emotional quality in shopping centers. The research has been carried out using Shopping Arena St. Gallen as the example, which is the biggest shopping center in Eastern Switzerland, specializing in fashion and beauty. To attract more spending customers, this Bachelor Thesis provides recommendations for the improvement of the emotional quality of experience and it identifies if deviations of different customer groups in terms of quality expectations exist. The research problem is being assessed and analyzed with the assistance of interviewed industry experts, customer consultations, a SWOT-analysis and through own participant observation. ER