The Relationship between Mall Attributes and Customer Loyalty: The Mediating Effect of Shopping Value

Abstract

The aim of the current study is to discover the impact of mall attributes on customer loyalty through the mediating effect of shopping values (Hedonic & Utilitarian values).In this study mall attributes comprises seven factors which are products ,atmosphere, social interaction with other customers ,convenience, service ,price, social interaction with employees. Mall intercept interviews are conducted to collect data at three shopping malls in a great Cairo in Egypt. PLS-SEM is implemented for testing the hypotheses. The findings indicate that most mall attributes (atmosphere, social interaction with employees, and social interaction with other customers) have a significant and positive effect on hedonic shopping value. The results also indicated that only atmosphere and convenience have a significant and positive impact on utilitarian shopping value. Findings also showed that most mall attributes (social interaction with employees, interaction with other customers, convenience, service, and price) were found to affect positively and significantly the customers' loyalty. The results also showed that only hedonic shopping value significantly and positively influences customers' loyalty. Therefore, only hedonic shopping The Relationship between Mall Attributes Dr. Ahmed Samir Roushdy 25/5/2017 Scientific Journal for Economic& Commerce 952 value has a partial mediation effect between some mall attributes (atmosphere, social interaction with employees and social interaction with other customers) and loyalty. The results of this study provide the shopping malls in Egypt with a specific knowledge of the mall attributes that will affect the shopping value and consequently the customer loyalty, and suggest some useful marketing strategy implications for them in order to compete in this market. On the other hand the current research develops and empirical validate of a hypothetical model that predicts the relationship between mall attributes, shopping value, and customer loyalty. Literature Review: Mall attributes Previous researches have identified mall attributes as a multi-dimensional construct, which are varied across literature review. A study conducted by Du et al., (2008b) classified mall attributes into eight dimensions; that are, atmosphere, convenience, facilities, institutional, merchandise, promotion, sales personnel and service. While Chebat et al., (2010) identified that attracting more people to a mall can be affected by access, atmosphere, price/promotion and assortment. Lately, Mafini & Dhurup (2015) identified five factors; namely, store assistance, atmospherics, appeal, promotion and accessibility receive empirical attention. Bearden (1977) stated that shopping mall atmosphere, friendliness of mall staff, location, and parking facilities are the main factors that influence consumer mall patronage. Amine and Cadenat (2003) pinpointed mall appearance, employees and promotional materials as components of a mall's image. While The Relationship between Mall Attributes Dr. Ahmed Samir Roushdy