THE INFLUENCE OF SHOPPING MALL’S ATTRIBUTES ON CUSTOMER SATISFACTION AND ITS IMPLICATION ON POSITIVE WORD-OF-MOUTH (A Case Study of Summarecon Mall Bekasi)

Abstract

In recent years, shopping malls have expanded and grown rapidly. Many shopping malls were established near to other shopping malls. It creates a very tight competition among the shopping malls. Each shopping mall wants to attract more customers and win the market. One of the shopping malls who was successful in winning the market is Summarecon Mall Bekasi. Summarecon Mall Bekasi (SMB) has number of visitors that keeps increasing since the first time it was opened. Meanwhile, other shopping malls’ visitors start decreasing and the firms start losing profit. The objective of this research is to find the positive influence of shopping mall’s attributes on customer satisfaction and its implication on positive word-of-mouth at Summarecon Mall Bekasi as well as to give recommendations for other shopping malls which have decrement of its visitors. This research was conducted in the context of people who have visited Summarecon Mall Bekasi at least once. Using purposive sampling technique, 300 valid respondents were successfully collected. The data was processed and analyzed using factor analysis and structural equation modeling. The result was identified that convenience, service quality, mall environment, and the retailers positively influence customer satisfaction and push up positive word-of-mouth. Based on the result of the research, there are some recommendations that could be used, such as: focus more on the convenience of the malls (e.g. accessibility), concern on the quality of service (e.g. physical facilities), focus on the mall environment (e.g. interior design), and consider the quality of the retailers (e.g. products quality).