Record Details

The Effect of Mall Positioning on Shoppers’ Satisfaction and their Patronage Behavior

Journal of Administrative and Economics Science

View Archive Info
 
 
Field Value
 
Title The Effect of Mall Positioning on Shoppers’ Satisfaction and their Patronage Behavior
 
Creator Al-Medabesh, Dr. Ali. Mohammed .
Ali, Dr. Mohammed Maqsood
 
Description Malls are the combination of convenience, ambience, promotions, variety of tenants, propertymanagement and entertainments. But in today’s competitive environment, malls have shifted focus fromgeneral malls to specific malls. Malls can be positioned on the basis of behaviour, psychographic anddemographic. The main aim of the study is to develop a model for Malls positioning as convenience,ambience, promotion, entertainment and experiencing. And also to determine the relationships among theconstructs of mall positioning, shoppers’ satisfaction and patronage behaviour of mall shoppers. Thisstudy ascertains how the positioning dimensions influence shoppers’ satisfaction which, in turn,influences patronage behaviour of the shoppers. Based on the literature review hypotheses are developedand to test the hypotheses, a sample of 1000 shoppers who visited different malls in Jazan regionsurveyed using a structured questionnaire. The findings of this study revealed that Malls can bepositioned as convenience, ambience, promotion, entertainment and experiencing malls. The constructsinfluenced shoppers' satisfaction which, in turn, influenced patronage behaviour of the shoppers. Malldevelopers and mall managers who have not been giving importance or priority to positioning shouldbecome aware of the significance of mall positioning in determining patronage behaviour of mallshoppers. They can position malls as convenience, ambience, promotion, entertainment and experiencinginstead of generic malls. At the same time a clear and sound positioning will lead to the success of a mallin a growing organized retail environment in Saudi Arabia.Keywords: Mall Positioning, Satisfaction, Patronage Behaviour.
 
Publisher Qassim University Academic Publishing and translation
 
Contributor —
 
Date 2017-03-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://publications.qu.edu.sa/ojs/index.php/economic/article/view/1526
 
Source Journal Of Administrative And Economics Science; Vol 9, No 2
 
Language eng
 
Relation http://publications.qu.edu.sa/ojs/index.php/economic/article/view/1526/1424
 
Rights Copyright (c) 2017 Journal Of Administrative And Economics Science