:::::::You are in Global Research Journals! Welcome::::::GARJMBS>Hira and Mehvish: Determining the Factors affecting Consumer Loyalty towards Shopping Malls

The aim of the study is to identify the factors that affect the shoppers’ loyalty towards shopping malls. Secondly, its objective is to establish a relationship between consumer loyalty factors and shopping malls performance. The literature concerning the features of shopping malls that significantly affect consumer loyalty towards shopping malls. A sample of 384 respondents was taken who are the visitors of shopping malls or their mostly purchases are from shopping malls. The data was collected through the questionnaire including 27 items on five-point likert scale. Statistical analysis was done using the software SPSS version 16 which indicated the correlation, and regression analysis of data. Three attributes those are relevant to the shopping malls were found: Environment, Image and Convenience of shopping malls that affect the consumer loyalty. All the three factors positively affect the consumer behaviour or loyalty regarding shopping malls. And also influence the performance of the mall if any attribute is lacking in the mall. The results of the study will differ with the national context, size and the culture of the nation as it is relevant to the nation of Pakistan. And further research will include how image can be built in consumer’s mind regarding shopping malls.

Keywords: Environment, Convenience, location, Image, consumer loyalty, Shopping malls.