Pull factors of the shopping malls: an empirical study
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 24 January 2018
Issue publication date: 31 January 2018
Abstract
Purpose
This study addresses the following question: “What factors attract customers to the shopping mall?”, since the commercial attraction of this major retailing format is an undertaken variable. So, the purpose of this paper is to provide an empirical analysis of the main commercial pull factors of the shopping malls in order to attract potential customers.
Design/methodology/approach
For this purpose, the authors provide and empirically test a conceptual model considering the variables convenience, tenant variety and specialisation, internal environment, leisure and communication. Data were analysed through structural equation modelling on a sample of 253 customers.
Findings
The findings suggest that tenant variety and the internal environment of the mall – understood as an adequate tenant mix and a pleasant, attractive environment – are the main determinants of attracting customers. However, the convenience of the shopping mall and the communication activities do not show a significant influence as pull factors.
Originality/value
The results obtained suggest that marketing managers have numerous tools to influence customers’ intention to visit and patronise shopping malls.
Keywords
Citation
Calvo-Porral, C. and Lévy-Mangín, J.-P. (2018), "Pull factors of the shopping malls: an empirical study", International Journal of Retail & Distribution Management, Vol. 46 No. 2, pp. 110-124. https://doi.org/10.1108/IJRDM-02-2017-0027
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited