(The Impact of Shopping Center Image on Shopping Center Patronage, Customer Satisfaction, Customer Loyalty and Word of Mouth)

Abstract

Purpose – The aim of this work is designating the impact of shopping center’s image on shopping center’s patronage, customer satisfaction, customer loyalty and word of mouth. Design/methodology/approach – In the study, about related subject conceptual explanations and literature research results were presented. After the literature, research model, data collection and analysis methods were written. For the measurement of the variables determined in the model used in the research, it was taken from the scales that were previously studied in the literature, which their validity and reliability were tested. In the questionnaire used in the research, the participants evaluated each factor as a 5-point Likert scale. In this study, in Ankara 435 people who visit shopping centers completed the questionnaires. SPSS 24 and AMOS 24 programs were used to analyze the data. By obtained data, in testing the relationships of proposed model, confirmatory factor analysis and structural equation modeling analysis were applied. Results – As a result of the structural equation modeling analysis and evaluation of hypotheses, it was concluded that from shopping center image elements, “atmosphere” and “cross category assortment” factors affect shopping center repatronage, “within category assortment” affect customer satisfaction, customer satisfaction affect shopping center repatronage and word of mouth, shopping center repatronage affect customer loyalty and word of mouth and customer loyalty affect word of mouth positively. Discussion – According to the results, the image formed in the consumers’ minds, is among the competitive reasons of shopping centers. The elements of shopping center image are the main factors to attract consumers to them and the shopping centers which have atmosphere, category assortment and within category assortment factors, creating appropriate image, satisfaction and loyalty for their customers. Shopping centers create a suitable image in consumers minds and provide competitive advantage for themselves by satisfying them.