Against the backdrop of sustained impacts from e-commerce and new commercial complexes, traditional Chinese department stores are transforming from "commodity trading venues" into "composite consumer experience spaces," with customer service spaces (also referred to as "consumer benefit spaces") gradually becoming a key carrier for differentiated competition. Guided by the theoretical framework of spatial marketing, this study divides the customer service spaces of integrated shopping malls into four major systems: "functional guidance spaces – emotional experience spaces – social interaction spaces – humanistic care spaces." Focusing on four representative integrated shopping centers in Guangdong Province, the research employs field surveys and spatial coding analysis, combined with questionnaire surveys and Importance–Satisfaction Analysis (IPA), to systematically assess customers’ perceptions and improvement needs regarding different spatial systems and their spatial marketing elements.
The findings reveal that customer priorities have shifted from purely material functions to composite dimensions such as "emotional identification – experiential interaction – symbolic impression – spatial environment – design concept." Indicators related to emotional experience and humanistic care generally exhibit a "high importance – low satisfaction" pattern, while wayfinding systems, barrier-free facilities, and service spaces for families and special needs groups show significant room for improvement. Accordingly, this paper proposes optimization strategies for customer service spaces in integrated shopping centers, including the integration of wayfinding and circulation systems, the enhancement of emotional and cultural narratives, the creation of composite third spaces, and the improvement of humanistic care and inclusive design. These suggestions aim to provide references for the renewal of department store formats and the transition toward human-centered spatial value transformation.

本研究是根据当今，在电商与新型商业综合体的持续冲击下，中国传统百货商场正由“商品交易场所”向“复合型消费体验空间”转型，顾客服务空间（亦称“消费者利益空间”）逐渐成为差异化竞争的关键载体。本文在空间营销理论框架下，将综合购物中心顾客服务空间划分为“功能引导空间—情感体验空间—社会交流空间—人文关怀空间”四大系统，以广东地区四家代表性综合购物中心为研究对象，采用实地调研与空间编码分析，结合问卷调查与重要度–满意度分析(IPA)，系统评估顾客对不同空间系统及其空间营销要素的感知特征与改进需求。
研究发现：顾客关注已由单一物质功能转向“情感认同—体验互动—象征印象—空间环境—设计概念”等复合维度，情感体验与人文关怀相关指标普遍呈现“高重要度–低满意度”特征，导视系统、无障碍设施、亲子与特殊人群服务空间等存在明显提升空间。基于此，本文从导视与动线一体化、情感与文化叙事强化、复合型第三空间营造以及人文关怀与包容性设计提升等方面提出综合购物中心顾客服务空间优化策略，以期为百货业态更新和以人为本的空间价值转型提供参考。