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Article
Publication date: 7 December 2020

Marsela Thanasi-Boçe, Piotr Kwiatek and Lasha Labadze

The purpose of this paper is to establish mall attractiveness factors in Kuwait, examine the relationship between mall dimensions and mall patronage and explore the impact…

Abstract

Purpose

The purpose of this paper is to establish mall attractiveness factors in Kuwait, examine the relationship between mall dimensions and mall patronage and explore the impact of mall size and distance on mall patronage.

Design/methodology/approach

Data from 190 shopping mall visitors were analyzed using Stata software. Factor analysis was used to identify the mall attraction factors, and regression models were run to analyze their relationships with people’s frequency of visits to shopping malls and the amount of time spent per visit.

Findings

The results unearth five important factors, namely, performance of buying, entertainment, social activities, physical atmosphere and location. Analysis reveals that the performance of buying and social activities factors had a significant impact on the frequency of visits, while the amount of time spent per visit was significantly affected only by the social activities factor. Furthermore, mall size is more important than distance to the mall. Finally, gender differences in shoppers’ mall preferences and behaviors were reported.

Practical implications

On the practical level, shopping mall developers and managers can use the attraction scale to develop attractive malls and effective marketing strategies. Researchers can use findings to confirm the factors extracted in the study and for further research on the topic.

Originality/value

This study extends theories on consumers’ preferences and behaviors. It provides empirical evidence about the impact of attractive mall dimensions on shoppers’ patronage in Kuwait, an understudied context.

Details

Journal of Place Management and Development, vol. 14 no. 2
Type: Research Article
ISSN: 1753-8335

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