MALL LOYALTY : DOES SHOPPER LOYALTY PROGRAMME MATTER?

Abstract

There has been a continued increase of shopper loyalty programmes launched by shopping malls as a marketing tool to retain shoppers in the fast changing trends retail market. However, there has been a lack of studies done on mall loyalty in local context. This study aims to investigate the relationship between shopper loyalty programmes and mall loyalty. To fulfill this, both qualitative and quantitative methods were used to provide some insights of mall loyalty. In-depth interviews were conducted and the data were analyzed to better design a questionnaires which would allow generalization of the study. A survey was done on 449 shoppers at two shopping malls. The data were analyzed by using descriptive statistics, multiple linear regression, ANOVA, independent sample t-test and LSD. The results of the study suggest that place of stay, satisfaction level and membership do have an impact on mall loyalty. Besides, the preferences of shopper loyalty programmes’ attributes vary across different socio-economic variables. The findings of this study may shed some light in marketing of shopping malls. Management of shopping malls could design a more appropriate shopper loyalty programmes to better cater to the target market through a better understanding of the shoppers’ needs. Despite various limitations, it can be used as a platform for future researches into this topic.