Mall Environment and Mall Value as Antecedents of Customer Loyalty in Shopping Malls: Evidence from Sub-Saharan Africa

Ogechi Adeola (), Isaiah Adisa, Adenike Moradeyo and Oserere Ibelegbu
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Ogechi Adeola: Department of Operations, Marketing and Information Systems, Lagos Business School, Pan-Atlantic University, Km 22 Lekki-Epe Expressway, Ajah, Lagos 106104, Nigeria
Isaiah Adisa: Department of Sociology, Olabisi Onabanjo University, Ago-Iwoye 120107, Nigeria
Adenike Moradeyo: Department of Business Administration, Pan-Atlantic University, Km 52, Lekki-Epe Expressway, Lagos 105101, Nigeria
Oserere Ibelegbu: Department of Operations, Marketing and Information Systems, Lagos Business School, Pan-Atlantic University, Km 22 Lekki-Epe Expressway, Ajah, Lagos 106104, Nigeria

Sustainability, 2023, vol. 15, issue 4, 1-14

Abstract: Shopping malls contribute significantly to a nation’s economic activities, as demonstrated by the significant investment in sub-Saharan Africa’s retail industry. The impact of shopping malls on communities’ socio-economic conditions cannot be overlooked, as they have implications for employment opportunities, national income, and infrastructure development. However, as the number of malls in urban areas increases, it is important for retail operators to understand the factors that attract and sustain customer loyalty. This study adopts a regression analysis approach to identify the factors influencing customer loyalty in shopping malls. Mall environment and mall values were used as predictors of customer loyalty. The study was conducted in Lagos State, Nigeria, due to the prevalence of shopping malls and the nature of the urban settlement. A survey of 300 respondents was conducted, with 277 responses found usable. The findings indicate that the mall value has a significant positive effect on customer loyalty, but the mall environment does not. However, there is a significant and positive joint effect of both the mall value and mall environment on customer loyalty. Additionally, the study finds that age plays a major role in mediating these predictive relationships. The practical implication for shopping mall investors and operators in Africa’s retail market is provided.

Keywords: customer loyalty; purchase preference; shopping malls; shoppers; mall value; mall environment; sub-Saharan Africa; Nigeria (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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