The Relationship between Mall Attributes and Customer Loyalty: The Mediating Effect of Shopping Value

The aim of the current study is to discover the impact of mall attributes on customer loyalty through the mediating effect of shopping values (Hedonic & Utilitarian values).In this study mall attributes comprises seven factors which are products ,atmosphere, social interaction with other customers ,convenience, service ,price, social interaction with employees. Mall intercept interviews are conducted to collect data at three shopping malls in a great Cairo in Egypt. PLS-SEM is implemented for testing the hypotheses.
The findings indicate that most mall attributes (atmosphere, social interaction with employees, and social interaction with other customers) have a significant and positive effect on hedonic shopping value. The results also indicated that only atmosphere and convenience have a significant and positive impact on utilitarian shopping value. Findings also showed that most mall attributes (social interaction with employees, interaction with other customers, convenience, service, and price) were found to affect positively and significantly the customers’ loyalty. The results also showed that only hedonic shopping value significantly and positively influences customers’ loyalty. Therefore, only hedonic shopping value has a partial mediation effect between some mall attributes (atmosphere, social interaction with employees and social interaction with other customers) and loyalty.
 
The results of this study provide the shopping malls in Egypt with a specific knowledge of the mall attributes that will affect the shopping value and consequently the customer loyalty, and suggest some useful marketing strategy implications for them in order to compete in this market. On the other hand the current research develops and empirical validate of a hypothetical model that predicts the relationship between mall attributes, shopping value, and customer loyalty.