Publication Date: 2023/06/23
Abstract: Main aim of the study is to explore significant factors that will ensure customers to visit again to the shopping mall for future purchases. In this context, convenience and safety, variety of retail stores, perceived value, tangible facilities, sensory stimulations, social recreation, employee behavior and repeat visit intention were the constructs identified after diligent literature review. This research is exploratory in nature focusing young Saudi customers.350 forms both online and hardcopy were distributed. Effectively, 220 observations were found normally distributed to be included in final analysis, after excluding unfilled forms, missing datapoints, and outliers. Likert scale was used to measure fifty items. Exploratory factor analysis performed for grouping of variables and data reduction. Reliability measures satisfactorily undertaken. Convergent validity and discriminant validity of the constructs was statistically established. Multiple regression applied to comprehend the impact analysis of extracted variables and test hypothesis thereof. Conclusively, perceived value (veracious), sensory stimulation (vibes)and employee behavior (savoir-faire) originated as positively significant impact factors,on repeat visit intention (convivial) of the young Saudi customers. The results were found to be in tandem with recent studies. Academicians can conduct cluster analysis for customer segmentation with bigger sample size across age, income, and regions. This study recommends mall managers to develop competitive differentiated marketing strategies to hold their customer’s footfall for a longer duration. Limitations include difficulty communicating and accessing the respondents and self-financing.
Keywords: Shopping malls, retail marketing, variety of retail stores, perceived value, repeat visit intention
DOI: https://doi.org/10.5281/zenodo.8073641
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23JUN931.pdf
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