An Empirical Study On The Impact Of Shopping Mall Attributes Perception On Store Loyalty

Customer loyalty is a very important concept to retailers.Due to the cost of access to new customer is higher than to maintain the existing customers,to maintain existing customer loyalty will help enterprise enhance the competitive advantage.In recent years,the retail industry of China developed rapidly,among which the most eye-catching is the development of Shopping Malls.With the full swing construction of Shopping Mall,the number of shops within the Shopping Malls increases rapidly, becoming the new target of retail research.The owners and managers of Shopping Malls do not manufacture or sale good themselves,but through get the seller of the goods and service together to provide consumers the accumulation of goods and service.Shopping Mall profits come from the lease rental and sales royalty collection,therefore the relationship of the Malls and shops in them are interdependent.The business of shops inside the malls is impacted by the external environment of Malls.Although domestic and foreign scholars have done a lot of empirical research on customer behavior and store loyalty,most scholars focused on the store standing alone.There are few researches on the store loyalty of the shops inside the malls.For the retail shops inside the malls,patronage behavior and purchase tendency may be impacted by the environment of the entire Shopping Mall.Customer loyalty of shops inside the malls may be different to the independent shops.Then,apart from the determinants of general stores,the impact of Shopping Mall attributes on the loyalty of stores inside malls is worth studying.This paper tries to find out the answers of the following question through the empirical studies on the behavior and attitude of customers.Whether the Shopping Mall attributes have any effect on the store loyalty of the shops inside the malls? Which of the effects are more important to train the store loyal of customers? Accordingly provide managerial basis for operators of Shopping Malls and stores inside them.Based on the analysis of the research background and the problem,this paper reviewed the literature of customer loyalty,store image and store attributes,summed up the research results of various dimensions of Shopping Mall attributes,and analyzed the effect mechanism of the five dimensions of Shopping Mall attributes of atmosphere of mall,price,business combination,faculties and service to store loyalty.Then put forward the five hypotheses on this basis:H1:Customer perception to the atmosphere of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.H2:Customer perception to the price of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.H3:Customer perception to the business combination of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.H4:Customer perception to the facilities of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.H5:Customer perception to the service of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.Based on the research hypnosis,we work out a questionnaire,collect data of customer perception of Shopping Mall attributes and store loyalty of shops inside the malls with the means of intercept visit.In the process of date dealing,we use SPSS statistical software,through descriptive statistical analysis,reliability analysis,factor analysis,correlation analysis and regression analysis,verified the five hypnoses.It is proved that H1,H2, H3 are established,whereas H4 and H5 are not valid.The conclusions of the study are:(1) Customer perception to the atmosphere of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.(2) Customer perception to the price of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.(3) Customer perception to the business combination of Shopping Mall attributes has a significant positive correlation to store loyalty of shops inside the malls.(4) Customer perception to the facilities of Shopping Mall attributes doesn't have a significant positive correlation to store loyalty of shops inside the malls.(5) Customer perception to the service of Shopping Mall attributes doesn't have a significant positive correlation to store loyalty of shops inside the malls.The results of this study show that,the levels of impact of the five Shopping Mall attributes perception on store loyalty are different.Descending extent of the impact is:mall atmosphere,price,business combination,facilities,and service.Among which the relationship of the first three and store loyalty is positive correlation,the impact of the latter two is smaller.The significance of this study is to have analysis the determinants of store loyalty,verified the significant impact of dimensions of the Shopping Mall attributes on store loyalty of the shops inside malls.Provide strategic support for Shopping Mall developers and managers.So as to improve the attractiveness of shopping Malls and then to improve the market competitiveness of Shopping Mall,give advice to the operators of stores the location of the shops.The end of the paper accounts the limitation of the study,and proposed the directions of future research.