Investigating the Main Factors Affecting Doing More Business with Existing Customers in Light of Customer Experience: An Empirical Study in the Malls

Barween Al Kurdi, Aram Nawaiseh, Muhammad Alshurideh, Hind Al-Ahmed, Khalid Al-Sulaiti, Yaser Allozi, Haitham M. Alzoubi, Gouher Ahmed and Khaled Alshaketheep
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Barween Al Kurdi: Department of Marketing, School of Business, The University of Jordan, Amman, Jordan
Aram Nawaiseh: Department of Accounting, School of Business, The University of Jordan, Amman, Jordan
Muhammad Alshurideh: Department of Marketing, School of Business, The University of Jordan, Amman, Jordan
Hind Al-Ahmed: Faculty of Education, Imam Mohammad Ibn Saud Islamic University (IMSIU), Saudi Arabia
Khalid Al-Sulaiti: Department of Marketing, Al Rayyan International University College Partnership with Derby University UK, Qatar
Yaser Allozi: Department of Accounting, School of Business, The University of Jordan, Amman, Jordan
Haitham M. Alzoubi: School of Business, Skyline University College, Sharjah, United Arab Emirates; Applied Science Research Center, Applied Science Private University, Amman, Jordan
Gouher Ahmed: School of Business, Skyline University College, Sharjah, United Arab Emirates
Khaled Alshaketheep: Department of Marketing, Business School, The Hashemite University, Zarqa, Jordan

International Review of Management and Marketing, 2024, vol. 14, issue 6, 301-306

Abstract: The study analyzed the relationship between four independent latent factors (emotion, communication, attitude and satisfaction) in the dependent factor (rebuying) in the presence of a moderating variable (consumers’ experience) by using a structural equation model based on the partial least squares (PLS) method. The study has applied to retail trade customers in malls. The study collected the needed data through a survey designed for this purpose. The study collected data from 300 mall shoppers. The study employs SmartPLS to analyze the data collected. The study has found that each of the independent factors significantly and positively affects the rebuying decision (a positive relationship), with the exception of the emotions factor, which had a negative impact on the rebuying decision. Also, the modified variable had a positive role in the relationship between the independent factors and the dependent factor, with the exception of the emotions factor. The effect of the modified variable caused a decline in the intensity of the relationship between these two factors.

Keywords: Retail Trade; Malls Customers; Existing Customer; Rebuying; Emotion; Satisfaction; Communication; Attitude (search for similar items in EconPapers)
JEL-codes: J53 L14 M31 P33 (search for similar items in EconPapers)
Date: 2024
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