Retailers' satisfaction towards Mall Management for positive Shoppers' perception

Abstract The present study explores the effects of the retailers’ preference for malls and its impact on customers’ perception in India. Growth in organized retail formats in India has been boosted by the liberalization policies pursued by the government. The transformation in the retail landscape is apparent, as malls are being set-up across the country. The purpose was to understand the retailers’ reasons for selecting a mall, and the predictors to their satisfaction with a mall towards improving patronage in the shoppers. The social association that the consumer relates to the experience of shopping depends on the environment of the store. Research has given priority to customers’ perception and behavior towards malls. There is little research from the retailers’ perspective. This paper explores retailers’ satisfaction towards malls. Developing a store image that is culturally significant for the shopper will help form the retailer’s image and reputation. The questionnaire was administered to mall retailers. Our focus was on retailers having outlets in malls in Hyderabad and Secunderabad. Retailers were asked to complete a structured questionnaire in which they had to indicate their agreement on a 5-point Likert type scale (1 – strongly disagree, 5 – strongly agree). A questionnaire-based on a five-item Likert scale, as well as Systematic sampling, was employed for data collection. Data analysis was accomplished using SPSS software. The results show that the correlation is positive between retailer satisfaction and mall management. There was no positive relationship between the entertainment and ambiance of the malls with retailers’ satisfaction towards malls. The results suggest that Indian retailers give more emphasis to efficient space allocation, layout management, and promotional endeavors taken up by mall owners while selecting a mall. The availability of services, marketing, and professional management of malls is considered imperative by mall retailers. Retailers’ satisfaction with malls is affected by efficient mall management and can be increased by professional mall management, the arrangement of stores, promotional activities, and inclusion of anchor stores