An exploratory analysis of mall attractive dimensions from the perspective of tier-Ⅱ cities customers

摘要

The purpose of this study is to identify the mall attractive dimensions (MADs) from tier-II cities shoppers' perspective and its impact on mall satisfaction. To accomplish the objectives, the data were collected through mall intercept survey from the malls located in tier-II cities. The exploratory factor analysis was used to identify the dimensions of mall attractiveness and regression analysis is also used to measure the impact of these dimensions on mall satisfaction. This study revealed six mall attractive dimensions from the mall shoppers' perspective. These dimensions are mall environment, convenience, mall staff, mall hygiene, entertainment and security. From this study, it is concluded that identified dimensions play a significant role in predicting mall satisfaction. The findings of this study may enable the mall managers and retailers to draft strategies for shopping mall to increase footfall and sales in mall when applied in non-metropolitan cities in India.