Creating Value for Mall Customer: Analyzing Mall Strategy to Attract Visitation during Pandemic



Abstract Views
553

Downloads
365

Citations

Share

##plugins.themes.bootstrap3.article.sidebar##

Submitted Jun 7, 2022
Published Jul 14, 2022
10.24018/ejbmr.2022.7.4.1481

Abstract viewed = 553 times

Table of Contents

##plugins.themes.bootstrap3.article.main##

The Covid-19 pandemic has had a major impact on the world economy. One of those affected is the shopping center or mall sector. The number of visitors has fallen drastically, sales are getting minimal, but operating costs are still high, making shopping centers one of the sectors most affected by Covid-19. Along with increasing public awareness in implementing health protocols and the development of the number of vaccinations, as well as improving conditions during the pandemic, the Indonesian government has begun to give concessions to shopping centers or malls. However, this relaxation policy did not directly increase the level of visits. This is due to the shift in people's behavior from the initial tendency to transact offline to online transactions. Therefore, shopping center must identify factors that can encourage people's desire to visit shopping centers again after the relaxation policy is enforced. Consumer motivations are often categorized in terms of shopping typologies. In its most basic form, consumer typologies are divided into rational (utilitarian) and hedonistic categories. This research seeking a typology of shoppers based on the shopping motivation, experiences during the visit, and significant variables that help create shopping delight. These insights could in turn be valuable in different strategic decisions such as differentiation, penetration, or market development. The research result show that out of four variables, only entertainment and place attachment have a significant effect on mall visitation, while selection and exploration have no significant effect. The interesting thing was found in the effect of Health Protocol, when standing as an independent variable, health protocol had a positive and significant effect, but when standing as a moderator variable, the Health Protocol variable had a negative effect, although not significant.

Keywords: Consumer Behavior, Health Protocol, Hedonic, Mall, Shopping Typology, Utilitarian

Downloads

Download data is not yet available.

References

  1. Adkins L. M. L., Burgess, B., & Wesley, S. (2002). Expanding the loyalty concept to include preference for a shopping mall. The International Review of Retail, Distribution and Consumer Research, 12 (3).
     Google Scholar
  2. Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). Increasing customers' loyalty in a skiing resort. Int. J. Contemp. Hosp. Manag, 18 (5).
     Google Scholar
  3. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal Of Retailing, 56 (3).
     Google Scholar
  4. Binatli, C., & Sunaz, G. (2014). Handbook of research on the impact of culture and society on the entertainment industry: the understanding of entertainment in press enterprises in Turkey.
     Google Scholar
  5. Bloch, P. H., Ridgway, N. M., & Dawson, S. A. (1994). The shopping mall as consumer habitat. J. Retail, 70 (1).
     Google Scholar
  6. Brown, S. (1993). Post-modern marketing? European Journal of Marketing, 27 (4).
     Google Scholar
  7. Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28.
     Google Scholar
  8. Ghosn, C. (2014). The handbook of research on the impact of culture and society on the entertainment industry: entertainment on French television.
     Google Scholar
  9. Hilal O. C. (2014). The handbook of research on the impact of culture and society on the entertainment industry: 3. the representation of public relations profession and public relations practitioners in the context of entertainment culture in Turkish TV series.
     Google Scholar
  10. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods, and propositions. J. Mark, 46 (3).
     Google Scholar
  11. Howard, E. (1997). The management of shopping centres: conflict or collaboration? The International Review of Retail, Distribution and Consumer Research, 7 (3).
     Google Scholar
  12. Ibrahim, M. F., & Galven, T. W. R. (2007). New age retail tenants: a new phenomenon. Journal Of Retail and Leisure Property, 6 (3).
     Google Scholar
  13. Khare, A., & Rakesh, S. (2011). Retailing in Indian malls: antecedents to retailers' preferences for mall-store space. Int. Rev. Retail. Distrib.Consum. Res, 21 (2).
     Google Scholar
  14. Kocabay, S. N. (2014). The handbook of research on the impact of culture and society on the entertainment industry: 4. an overview on presentation of entertainment in newspapers' weekend supplements.
     Google Scholar
  15. Kyle, G., Graefe, A., Manning, R., & Bacon, J. (2004). Predictors of behavioral loyalty among hikers along the appalachian trail. Leis. Sci, 26 (1).
     Google Scholar
  16. Low, S. M. & Altman, I. (1992). Place attachment: a conceptual inquiry. In Altman, I., & Low, S. M. (Eds.), Place Attachment: Human Behavior and Environment. New York: Plenium Press.
     Google Scholar
  17. Lui, K. F. (1997). Shopping behaviour in kuala lumpur shopping malls. Malaysia, MY: Universiti Putra Malaysia.
     Google Scholar
  18. Messinger, P. R., & Narasimhan, C. (1997). A model of retail formats based on consumers’ economizing on shopping time. Marketing Science, 16 (1).
     Google Scholar
  19. Michon, R., H., Yu, D., Smith, & J-C Chebat. (2008). The influence of mall environment on female fashion shoppers’ value and behavior. Journal Of Fashion Marketing and Management, 12 (4).
     Google Scholar
  20. Moore, R. L., & Graefe, A. R. (1994). Attachments to recreation settings: the case of rail-trail users. Leis. Sci, 16.
     Google Scholar
  21. Ozturk, G. R. (2014). The Handbook of Research on The Impact of Culture and Society on The Entertainment Industry: 2. The Integration of Entertainment and Advertising: Advertainment.
     Google Scholar
  22. Park, K., & Reisinger, Y. (2009). Cultural differences in shopping for luxury goods: Western, Asian, and Hispanic tourists. Journal Of Travel and Tourism Marketing, 26.
     Google Scholar
  23. Park, K., Reisinger, Y., & Noh, E. (2009). Luxury shopping in tourism. International Journal of Tourism Research, 12.
     Google Scholar
  24. Pearce, P. L. (1988). The Ulysses factor. Evaluating visitors in tourist settings. New York: Springer-Verlag.
     Google Scholar
  25. Rintamaki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. J. Retail Distrib. Manag, 34 (1).
     Google Scholar
  26. Swan, J. E., & Trawick, I. F. (1981). Disconfirmation of expectations and satisfaction with a retail service. Journal Of Retail, 57 (3).
     Google Scholar
  27. Timothy, D. J. (2005). Shopping Tourism, Retailing and Leisure. Buffalo, NY: Channel View Publications.
     Google Scholar
  28. To, P. L., Liao, C., Lin, T. H. (2007). Shopping motivations on internet: a study based on utilitarian and hedonic value. Technovation, 27(12).
     Google Scholar
  29. Wagner, T. (2007). Shopping Motivation Revised: A Means-End Chain Analytical Perspective. International Journal of Retail & Distribution Management, 35 (7).
     Google Scholar
  30. Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. J. Retail, 74 (4).
     Google Scholar
  31. Westbrook, R. A., & Black, W. C. (1985). A Motivation-Based Shopper Typology. J. Retail, 61 (1).
     Google Scholar
  32. Williams, D. & Vaske, J. (2003). The measurement of place attachment: validity and generalizability of a psychometric approach. Forest Science, 49.
     Google Scholar