Pull factors of the shopping malls : an empirical study

Purpose: This study addresses the following question: “What factors attract customers to the shopping mall?”, since the commercial attraction of this major retailing format is an undertaken variable. So, the purpose of this paper is to provide an empirical analysis of the main commercial pull factors of the shopping malls in order to attract potential customers. Design/methodology/approach: For this purpose, the authors provide and empirically test a conceptual model considering the variables convenience, tenant variety and specialisation, internal environment, leisure and communication. Data were analysed through structural equation modelling on a sample of 253 customers. Findings: The findings suggest that tenant variety and the internal environment of the mall – understood as an adequate tenant mix and a pleasant, attractive environment – are the main determinants of attracting customers. However, the convenience of the shopping mall and the communication activities do not show a significant influence as pull factors. Originality/value: The results obtained suggest that marketing managers have numerous tools to influence customers’ intention to visit and patronise shopping malls.