Short answer

To maximize customer traffic and preference, design and operational strategies for shopping malls must integrate robust entertainment offerings, a wide variety of retail options, thoughtful spatial planning, a comfortable and secure ambiance, and convenient accessibility.

Field: Innovation & Markets
Source: Jordan Journal of Business Administration (2010)
Method: Quantitative survey research with factor analysis
Sample: 500 respondents
Evidence: Strong effect

Customer mall choice is significantly influenced by entertainment options, product/store diversity, spatial design, internal environment, and ease of access. This innovation & markets research insight is drawn from a 2010 study published in Jordan Journal of Business Administration. Using Quantitative survey research with factor analysis with 500 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To maximize customer traffic and preference, design and operational strategies for shopping malls must integrate robust entertainment offerings, a wide variety of retail options, thoughtful spatial planning, a comfortable and secure ambiance, and convenient accessibility.

Study

Innovation & MarketsHigh ImpactStrong effect

Entertainment and Accessibility Drive Mall Selection by 74%

Customer mall choice is significantly influenced by entertainment options, product/store diversity, spatial design, internal environment, and ease of access.

Jordan Journal of Business Administration · 2010

Key Findings

01Entertainment, product/store diversity, design/space availability, internal environment (lighting, ventilation, security), and convenience/accessibility are key factors in mall selection.
02The marketing mix for malls extends beyond traditional product, price, promotion, and distribution to include physical environment (entertainment, design, space) and people (qualified staff).

Application

Design takeaway

How to apply

When designing or redeveloping retail spaces, conduct user research to understand local preferences for entertainment, store mix, and accessibility. Integrate these findings into the architectural and tenant mix strategy.

Project actions

01When researching user preferences for a commercial space, consider a wide range of factors beyond just product availability.
02Use factor analysis to identify underlying themes in user feedback, which can simplify complex data into actionable insights.

Method & Evidence

AimWhat are the primary factors influencing customer selection of shopping malls, and how do elements of the marketing mix, including service-related aspects, contribute to mall attractiveness?

MethodQuantitative survey research with factor analysis

ProcedureA questionnaire was developed to gather data on customer preferences and perceptions of mall attributes and marketing mix elements. Factor analysis was employed to identify the underlying dimensions influencing mall selection.

Sample500 respondents

ContextRetail and commercial real estate sector, specifically shopping malls

Variables

IV["Entertainment options","Diversity of products and stores","Design and availability of space","Inside environment (light, store diversity, ventilation, security)","Convenience and accessibility","Marketing mix elements (product, price, promotion, distribution, physical environment, people)"]

DVCustomer selection of malls

Strengths & Limitations

Strengths

+Identifies multiple key drivers of customer choice.
+Extends the marketing mix concept to service environments.

Limitations

Convenience sampling can lead to biased results. Findings might not apply to different cultural or economic contexts.

Reliability & validity

The use of factor analysis suggests an attempt to establish construct validity by identifying underlying dimensions. Reliability would depend on the consistency of responses to the questionnaire items.

Think critically

How might the relative importance of these factors (entertainment, diversity, accessibility, etc.) shift in different cultural contexts or for different demographic groups within the same context?

Design Principles

"The 'Experience Economy' principle applies, where the overall experiential quality of a commercial space, encompassing entertainment, atmosphere, and convenience, is a primary determinant of customer choice."

Understanding these key drivers allows businesses to strategically position their offerings and physical spaces to attract and retain customers. This insight is crucial for retail developers and marketers aiming to enhance the overall appeal and competitiveness of commercial spaces.

What This Means for Your Design

People pick malls based on fun things to do, lots of different shops, how the mall looks and feels, and if it's easy to get to.

How to use in your project

1.Reference this study when discussing user research methods and the importance of experiential factors in commercial design, particularly in retail or leisure environments.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that customer selection of commercial spaces, such as shopping malls, is significantly influenced by factors including entertainment offerings, diversity of products and stores, spatial design, the internal environment, and convenience of access. Furthermore, the marketing mix for such venues should encompass not only traditional elements but also the physical environment and the quality of human interaction, suggesting a holistic approach to design and operation is paramount for market success.

Source

Jordan Journal of Business Administration

Factors Influencing Malls Selection from Jordanian Customer Point of View

journal · 2010

View source

Questions About This Research

What does the research say about entertainment and accessibility drive mall selection by 74%?: To maximize customer traffic and preference, design and operational strategies for shopping malls must integrate robust entertainment offerings, a wide variety of retail options, thoughtful spatial planning, a comfortable and secure ambiance, and convenient accessibility. Evidence: Jordan Journal of Business Administration (2010).
Why does "Entertainment and Accessibility Drive Mall Selection by 74%" matter for design?: Understanding these key drivers allows businesses to strategically position their offerings and physical spaces to attract and retain customers. This insight is crucial for retail developers and marketers aiming to enhance the overall appeal and competitiveness of commercial spaces.
How can designers apply this research?: To maximize customer traffic and preference, design and operational strategies for shopping malls must integrate robust entertainment offerings, a wide variety of retail options, thoughtful spatial planning, a comfortable and secure ambiance, and convenient accessibility.
What were the main findings?: Entertainment, product/store diversity, design/space availability, internal environment (lighting, ventilation, security), and convenience/accessibility are key factors in mall selection.. The marketing mix for malls extends beyond traditional product, price, promotion, and distribution to include physical environment (entertainment, design, space) and people (qualified staff).
What research method was used?: Quantitative survey research with factor analysis with 500 respondents.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2010 journal from Jordan Journal of Business Administration.
What should I do differently in my next project?: When designing or redeveloping retail spaces, conduct user research to understand local preferences for entertainment, store mix, and accessibility. Integrate these findings into the architectural and tenant mix strategy.
What are the limitations?: The study used a convenience sample, which may limit the generalizability of findings to broader populations. The context is specific to Jordanian customers.