SHOPPING MALL ATTRIBUTES, SHOPPERS’ SATISFACTION, AND SHOPPERS’ LOYALTY: EMPIRICAL EVIDENCE FROM ASIAN COUNTRIES

Abstract

This research presents an in-depth analysis of the structural linkages between shopping mall attributes and customer loyalty, placing particular emphasis on the mediating influence of customer satisfaction within this conceptual model. A quantitative methodology was adopted, comprising data collection from 339 participants spanning six Asian countries: Pakistan, India, Bangladesh, Malaysia, Saudi Arabia, and the United Arab Emirates. Data were analysed utilising Partial Least Squares Structural Equation Modelling (PLS-SEM), which facilitated the validation of the measurement model and enabled the investigation of complex associations among mall features, customer satisfaction, and loyalty-related behaviours. The empirical findings demonstrate that customer satisfaction functions as a statistically significant mediator in the relationship between mall characteristics and customer loyalty. Notably, satisfaction was found to exhibit a strong positive correlation with four principal dimensions of shopping malls: the calibre of entertainment amenities, service quality, the variety of products and services offered, and the overall environmental appeal of the mall. These associations were consistently evidenced across the surveyed markets. Nonetheless, the study recognises constraints in terms of external validity, particularly in relation to unexamined contextual and cultural variables. From a managerial perspective, the outcomes bear substantial implications for the strategic planning of retail enterprises operating within intensely competitive service domains. The findings underscore the imperative for mall operators to position customer satisfaction as a core mechanism through which tangible and intangible mall features are transformed into enduring customer loyalty. In particular, the verification of satisfaction’s mediating role within Asian market contexts accentuates the importance of culturally adaptive and satisfaction-centric management strategies in mall operations and development. This investigation contributes to scholarly discourse by empirically affirming the pivotal role of customer satisfaction in influencing loyalty patterns within shopping mall environments. Concurrently, it offers valuable guidance for practitioners in the retail sector aiming to strengthen customer retention through targeted enhancements in entertainment, service provision, product range, and overall experiential quality.