期刊名称：International Journal of Management and Strategy
电子版ISSN：2231-0703
出版年度：2012
卷号：3
期号：4
出版社：International Journal of Management and Strategy
摘要：The purpose of this paper is to find out the relationships among the constructs of mall positioning, shopper satisfaction and patronage behaviour of mall shoppers. A sample of 1000 shoppers who visited the malls in Delhi NCR region has been surveyed to test the hypothesised relationships. The study finds that the positioning dimensions influence shopper satisfaction. Shopper satisfaction in turn influences patronage behaviour of the shoppers. The study has established causality among the constructs of positioning, shopper satisfaction and patronage behaviour. Mall developers and mall managers who have not been giving priority to positioning should be aware of the importance of mall positioning in determining patronage behaviour of mall shoppers. The study provides a new model of positioning, shopper satisfaction and patronage behaviour. The study posits positioning, customer satisfaction and patronage behaviour in a single model.
关键词：Mall Positioning; Shopper Satisfaction; Malls in Delhi NCR; India; SEM
