Keyword

shopping mall, customers satisfaction, customer loyalty, quantitative research, descriptive analysis

Abstract

The shopping mall retailers are operating in a highly competitive retail environment which requires effective management in order to satisfy the customers and achieve customers’ loyalty. The primary purpose of this paper was to determine the satisfaction and loyalty among shopping mall customers about the shopping malls. Secondly, this study aimed to determine whether statistically significant differences exist between the means of the shopping mall customers considering their age groups and gender. A quantitative research approach was followed to achieve research objectives. Self-administered questionnaires were used during data collection at the Kolonnade Shopping Centre in Gauteng Province, South Africa. Descriptive statistics and parametric tests, in the form of independent samples t-tests and One-way ANOVAs, were used to determine significant differences between different age groups. SPSS Version 23 software was used for analysing quantitative data. Internal consistency reliability of the measurement scales measuring shopping mall customers’ shopping motives were assessed by calculating Cronbach’s alpha values. The results of the study uncovered that the satisfaction level amongst the shopping mall customers tend to be high. The results further provided an important understanding of the relationship of demographics (age and gender) on customers’ satisfaction levels and loyalty at the shopping mall. This study contributes to the current literature and provides valuable information to retailers and shopping mall developers in general, with regard to marketing communications and marketing strategies that aim to attract shopping mall customers. Suggestions for future research are provided.


Full Text : PDF
References
  1. Anselmsson, J. (2016). Effects of shopping centre re-investments and improvements on sales and visit growth. Journal of Retailing and Consumer Services, 32 (1):139-150.
  2. Babin, B.J., Gonzalez, C. and Watts, C., 2007. Does Santa have a great job? Gift shopping value and satisfaction. Psychology & Marketing, 24(10), 895-917.
  3. Chang, H.H. and Fang, W., 2012. The effects of shopping value on retail outcomes: a comparison between department stores and hypermarkets. The Service Industries Journal, 32(14), 2249-2263.
  4. Chebat, J. C., El Hedhli, K. and Sirgy, M. J. (2009). How does shopper-based mall equity generate mall loyalty? A conceptual model and empirical evidence. Journal of Retailing and Consumer Services, 16(1):50-60. 
  5. Chebat, J. C., Michon, R., Haj-Salem, N. and Oliveira, S. (2014). The effects of mall renovation on shopping values, satisfaction and spending behaviour. Journal of Retailing and Consumer Services, 21(4):610-618. 
  6. Chebat, J.C., Sirgy, M.J. and Grzeskowiak, S. (2010). How can shopping mall management best capture mall image? Journal of Business Research, 63:735-740. 
  7. El-Adly, M. I. (2007). Shopping malls attractiveness: a segmentation approach. International Journal of Retail and Distribution Management, 35(11):936-950. 
  8. El-Adly, M. I. and Eid, R. (2017). Dimensions of the perceived value of malls: Muslim shoppers’ perspective. International Journal of Retail and Distribution Management, 45(1):40-56.
  9. Farrag, D. A., El Sayed, I. M. and Belk, R. W. (2010). Mall shopping motives and activities: a multimethod approach. Journal of International Consumer Marketing, 22(2):95-115.
  10. Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56(1):6-21.
  11. Gilboa, S. 2009. A segmentation study of Israeli mall customers. Journal of Retailing and Consumer Services, 16(2):135-144.
  12. Hui, E. C., Zhang, P. H. and Zheng, X. (2013). Facilities management service and customer satisfaction in shopping mall sector. Facilities, 31(5/6):194-207. 
  13. Hunneman, A., Verhoef, P. C. and Sloot, L. M. (2017). The moderating role of shopping trip type in store satisfaction formation. Journal of Business Research, 78:133-142. 
  14. Jackson, V., Stoel, L. and Brantley, A. (2011). Mall attributes and shopping value: differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18:1-9. 
  15. Juhari, N.H., Ali, H.M. and Khair, N. (2012). The shopping mall servicescape affects customer satisfaction. 3rd International Conference on Business and Economic Research (3rd ICBER 2012) Proceeding, Indonesia, (12-13):617-632. 
  16. Khare, A. (2011). Mall shopping behaviour of Indian small town consumers. Journal of retailing and consumer services, 18(1):110-118.
  17. Kim, Y. H., Lee, M. Y. and Kim, Y. K. (2011). A new shopper typology: Utilitarian and hedonic perspectives. Journal of Global Academy of Marketing, 21(2):102-113. 
  18. Kim, J. W., Lee, F. and Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1):62-76.
  19. Kotzé, T., North, E., Stols, M., & Venter, L. (2012). Gender differences in sources of shopping enjoyment. International Journal of Consumer Studies, 36(4):416-424. 
  20. Kursunluoglu, E. (2014). Shopping mall customer service: creating customer satisfaction and loyalty. Marketing Intelligence and Planning, 32(4):528-548. 
  21. Kuruvilla, S. J. and Joshi, N. (2010). Influence of demographics, psychographics, shopping orientation, mall shopping attitude and purchase patterns on mall patronage in India. Journal of Retailing and Consumer Services, 17(4):259-269. 
  22. Malhotra, N.K. (2010). Marketing research: an applied orientation. 6th Global Edition. Upper Saddle River, NJ: Pearson.
  23. Neuman, W.L. (2011). Social research Methods: Qualitative and Quantitative Approaches. 7th Edition. Pearson, South Africa.
  24. Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P. and Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of Retailing, 85(1):15-30.
  25. Ryu, K., Han, H. and Jang, S.S. (2009). Relationships among hedonic and utilitarian values, satisfaction and behavioural intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3):416-432. 
  26. Telci, E. E. (2013.) High shopping mall patronage: is there a dark side? Quality and Quantity, 47(5):2517-2528. 
  27. Wagner, T. & Rudolph, T. (2010). Towards a hierarchical theory of shopping motivation. Journal of Retailing and Consumer Services, 17(5):415-429.