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Global Advanced Research Journal of Management and Business Studies (GARJMBS) ISSN: 2315-5086 May 2012 Vol. 1(4), pp 134-140
Copyright © 2012 Global Advanced Research Journals
Original Research Articles
Determining the Factors affecting Consumer Loyalty towards Shopping Malls
Hira Fatima1 and Mehvish Rasheed2
1Department Of Management Sciences, The Islamia University of Bahawalpur.
2Department Of Management Sciences, The Islamia University of Bahawalpur.
Corresponding author Email: aries_bba@yahoo.com
Accepted 10 April 2012
Abstract
The aim of the study is to identify the factors that affect the shoppers’ loyalty towards shopping malls. Secondly, its objective is to establish a relationship between consumer loyalty factors and shopping malls performance. The literature concerning the features of shopping malls that significantly affect consumer loyalty towards shopping malls. A sample of 384 respondents was taken who are the visitors of shopping malls or their mostly purchases are from shopping malls. The data was collected through the questionnaire including 27 items on five-point likert scale. Statistical analysis was done using the software SPSS version 16 which indicated the correlation, and regression analysis of data. Three attributes those are relevant to the shopping malls were found: Environment, Image and Convenience of shopping malls that affect the consumer loyalty. All the three factors positively affect the consumer behaviour or loyalty regarding shopping malls. And also influence the performance of the mall if any attribute is lacking in the mall. The results of the study will differ with the national context, size and the culture of the nation as it is relevant to the nation of Pakistan. And further research will include how image can be built in consumer’s mind regarding shopping malls.
Keywords: Environment, Convenience, location, Image, consumer loyalty, Shopping malls.