3.2.1 Shoppers Satisfaction as Dependent Variable
Customers' satisfaction in the domain of marketing is the main motive behind
conducting the present work. This aspect is believed to play a crucial role in the
processes of both buying and selling. Indeed, businesspeople look at it as a great
challenge in the marketing business for those who look or success (Band, 1978;
Oliver & DeSarbo, 1988; Parasuraman et al., 1988; Bitner, 1990).
However, early in the 70s, there was a shift in the point of view with respect
to the concept of customers' satisfaction. This was due to the new concepts being
highlighted in this regard. Accordingly, formal queries started to be addressed and
pinpointed in this respect. For instance, recently, there has been a consensus on
three-factor structure that affects customers' satisfaction (Oliver, 1997; Anderson et
al., 2004; Berman, 2005; Fuller et al., 2006). Accordingly, a theory has been
developed by Kano (1984), carrying the name of customers' satisfaction. In (2002),
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hinges on three distinguished satisfaction factors: i) Basic; ii) excitement; and iii)
performance factors. As for the basic factors, they embed the minimal requirements
which must be met to achieve satisfaction and which their lack leads to
dissatisfaction. They are called so as they are crucial to any business and are sure to
cause harm or dissatisfaction on the part of the customer if not being properly
fulfilled Excitement factors, on the other flip, help maximize the chances for gaining
customers' satisfaction. That is, the more excitement factors, the greater chances for
an overall satisfaction. Such factors are intended to appear expectedly to create a
gentle 'delight' on the part of the customer. Finally, performance factors are thought
to be in a linear and symmetric relationship with the overall satisfaction of a
customer. That is, the higher the performance is, the higher the satisfaction will be
and the reverse is true.
Furthermore, different dependent and independent variables have been
investigated in a variety of studies in this regard. For example, Anselmsson (2006)
studied the factors that affect shopper’s satisfaction. In his study, he dealt with the
concept of shopper's satisfaction as a dependent factor. On the other hand, he
considered selection, convenience, atmosphere, location, sales people, refreshments,
promotional activities and merchandising policy, as independent factors.
Hanzaee and Abghari (2011) conducted their study on the attractiveness factors
at Iranian shopping malls from the shopper’s point of view. Throughout the study,
shopper’s satisfaction was recognized as a dependent variable whereas accessibility,
parking, atmosphere, merchandise value, product range, sales personnel, orientation
and infrastructural facilities, were seen as independent variables.
The present study deals with investigating the theory of customers' satisfaction.
Such an investigation sheds light on points, such as: the basic goods and services that
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on the positive performance and communication with them. Some of these points are
considered basic in the sense that their availability is urgent in every mall. Others on
the other hand are desired and still many others are considered essential for achieving
an overall satisfaction. Generally speaking, such factors are theoretically proven to
increase the level of satisfaction on the part of customers and help guarantee his
frequent visits to the mall.
To recap, when shopping in the Jordanian mall system is considered, the
Jordanian shopper will be more attract. This finding is in line with previous studies
and research conducted in Bloch et al. (1994); Terblanche (1999); Sit et al. (2003);
Anselmsson (2006); El-Adly (2007); Özsoy (2010); Hanzaee et al. (2011) for other
environments. Interestingly, this study conducted is within the same argument of the
previous study.
To this end, the concept of satisfaction means having the ability to judge,
make a decision positively and to be loyal as well. The items of shoppers satisfaction
is tackled in last chapter, literature review, namely, shoppers' judgment, loyalty and
decision-making. Kim et al. (2004) mentioned that customers' satisfaction comprises
their reaction to the state of satisfaction and their judgment about the level of
satisfaction. Ting (2009) stated that satisfied customers were also found to be loyal; a
matter that proves the positive linkage between mall attributes, customer's
satisfaction and mall loyalty. With reference to the buying decision process model,
satisfaction plays an important role in the last step of the decision making post-
purchase behavior (Kotler & Keller, 2006).
3.2.2 Role of Attractiveness Factors as Independent Variables
Despite the many researches in the shopping malls field, only few
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objective was aimed at pinpointing the dimensions of attractiveness and the image
of the center. Besides the independent factors cited above by Anselmsson (2006)
and Hanzaee et al. (2011), there have been a number of studies which tackled the
attractiveness factors and considered them as independent variables for instance,
Wong et al. (2001) developed a “SCATTER" tool aimed at joint venture
enterprises in China with high internal consistency. The “SCATTER" is a five-
factor instrument comprising popularity, variety and quality, incentives, facilities,
and location. The “SCATTER" main use is to assess the attractiveness of shopping
centers from the shoppers’ perspective. These factors were studied as independent
variables.
Another study which handled independent variables is that of El-Adly
(2007) who identified six main attributes of shopping mall attractiveness, namely,
comfort, entertainment, diversity, mall essence, convenience and luxury, and
considered them as independent variables.
Based on the discussion above Figure (3.1) presents the conceptual
framework of the current research, the researcher modified the models of (Sit et al.,
2003; Ting, 2009; Teller & Elgms, 2010; Hanzaee et al., 2011 and Anuradha &
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Shopping Mall Attractiveness Factors
Independent Variables Dependent Variable
Figure 3.1: Conceptual Framework of the study Location Entertainment Facilities and Services Aesthetic Diversity Quality Promotion Price Shoppers Satisfaction • Shoppers Judgment • Loyalty • Decision Making
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