Exploring the Factors Connected with Traffic Attraction of Indian Shopping Mall for a Sustainable Urban Transportation and Retailing

In today's customer-centric urban world, service platforms like shopping mall and transportation infrastructure are growing rapidly. It is vital to improve, maintain and manage operations to achieve a consistent level-of-service. In this study, factors influencing traffic attraction in various classes of malls in India were measured. Survey was conducted in 11 malls where random sampling technique was followed. 5091 responses were collected using self-administrated questionnaire. The latent construct factors were identified using Factor analysis followed by Structural Equation Modelling (SEM) to investigate empirically the causal relationships among the factors considered. It was found that tendency of travel, means of travel, class of travel and location dependence were significant factors for patron traffic attraction in malls of Class A, B, C and D respectively. The research, shall help mall to understand the factors affecting customer attraction. For urban and transportation planners, this shall be used as ground work for improving accessibility