Expanding the loyalty concept to include preference for a shopping mall

Abstract

This paper is an initial investigation into the feasibility of customer loyalty towards an enclosed mall. Recently, several mall development companies have established frequent shopper programmes to enhance loyalty to their particular mall properties. The purpose of the research is to determine if a loyal mall group exists; and if so, investigate their assessment of mall characteristics to provide a better understanding of those attributes influencing a loyal response. Results support the presence of loyal mall customers, and several mall attributes influenced such loyalty. Managerial implications and suggestions for future research are provided.

Keywords:

• Customer Loyalty
• Patronage
• Retail Strategy
• Shopping Centres