The Study On Tenants Mix Of Shopping Centers Customer Satisfaction And Loyalty

Shopping mall has become the mainstream of the retail development. Currently, the shopping mall is developing rapidly in Beijing, Shanghai, Dalian, Guangzhou and other developed cities in Mainland. However, customer satisfaction and customer loyalty are showing decline trend in the development process, causing widespread concern in academia and industry. This paper argues that the tenant mix of consumer awareness are an important factor which impacts customer satisfaction and customer loyalty. Firstly, on the basis of previous research, this paper explored combinations of elements of the shopping mall business from the consumer point of view, and then explored the impact shopping mall tenant mix on the customer satisfaction and customer loyalty, making the preliminary conclusions:First, the model has been empirical support------research hypothesis of the diversity of tenant mix and configurations of floor space to customer satisfaction and customer loyalty has been verified, proving that the shopping mall tenant mix will affect the consumer's shopping behavior partly. Moreover, this paper made preliminary theoretical exploration to the relationship between the tenant mix of shopping mall and customer loyalty and customer satisfaction. The empirical results show that, overall, tenant mix and customer loyalty are significantly positive, so to the shopping mall concerned, enhancing the efficiency of tenant mix, will help to improve the consumer loyalty. And the model also validated the point of scholar of tenant mix affecting customer loyalty.Second, through empirical analysis, it is easy to see, there is a very significant impact between customer satisfaction and customer loyalty. Shopping mall tenant mix and something relevant impacts customer loyalty, and by influencing customer satisfaction can impact customer loyalty. From the results of overall model including tenant mix of shopping center, customer satisfaction and customer loyalty, tenant mix overall has a significant positive relationship with customer satisfaction and customer loyalty. Customer satisfaction will have positive effect on cognitive loyalty, and satisfied consumers will be a positive improvement to the customer loyalty.Third, this study measured three dimensions to the tenant mix:species diversity, types of floor space allocation and compatibility of tenant mix. At a result, the hypothesis of compatibility of tenant mix and customer satisfaction, customer loyalty has not been verified. It would appear that when consumers are shopping at the mall, they do not deliberately pursue some stores to be adjacent, but enjoy the fun of coming across some interested stores.