The relationship between factors that contribute to customer's mall loyalty: a study on Plaza Pelangi Johor Bahru Mall / Noor Syafiqah Samsudin

This study was carried out to identify mall image factors, analyse and discuss how customers mall loyalty is influenced by mall image criteria. Moreover, the research objective of this study is to study the relationship between mall image criteria and customers mall loyalty and to identify the most significant factor that influence customers mall loyalty at Plaza Pelangi Johor Bahru. However, quantitative method is using for this study. The primary data for this study is questionnaire. Data were obtained from shoppers at Plaza Pelangi Johor Bahru. 120 questionnaires were distributed at Plaza Pelangi Mall but only 100 returned and can be recorded. However, the purpose of this research is to choose and introduce the best and the most significant factors of those variables. Therefore, the results show that customer's mall loyalty has relationship with independent variables. All independent variables which are access, atmosphere, price/promotion and cross category assortment has positive relationship and strength correlation with customer's mall loyalty.