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Determinants of Shopping Mall Attractiveness: the Case of Shopping Malls in Nairobi, Kenya

Author

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  • Peter N. Kiriri

    (United States international University - Africa)

Abstract

In the recent past there has been massive growth of shopping malls in Africa. As a result, in some countries like Kenya, shopping malls have to fight to ensure they attract shoppers to the mall and as a result maintain the image and the current tenants while attracting new quality tenants. This study focused on identifying and validating a tool to measure the determinants of shopping mall attractiveness. Data was collected from residents of Nairobi City in Kenya. A total of 303 respondents participated in the study. Initially a tool with 38 items was developed from the literature and after subjecting it to a factor analysis, validity and reliability tests a 17 item scale was achieved. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used in the determination of shopping mall attractiveness dimensions. From the analysis of data, five key determinants of shopping mall attractiveness were identified. These included: design and aesthetics; service options; convenience and safety; service employees; and, utilitarian value. Amongst the five dimensions, convenience and safety was identified as the most important in influencing shopping mall attractiveness.

Suggested Citation

  • Peter N. Kiriri, 2019. "Determinants of Shopping Mall Attractiveness: the Case of Shopping Malls in Nairobi, Kenya," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 5, January -.
    • Handle: RePEc:eur:ejesjr:297
    DOI: 10.26417/ejes.v5i1.p258-270
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    References listed on IDEAS

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    1. Kushtrim Koliqi, 2019. "Kadare and the Theater," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 5, January -.
    2. Ali Murad Ali Al Taher Al Raeesi & Samsuddin Norsamsinar, 2020. "The Mediating Effect of Communication on the Relationship Between Leadership Style and Employee Commitment," European Journal of Multidisciplinary Studies Articles, Revistia Research and Publishing, vol. 5, May - Aug.
    3. Sena Coşkun & Sinan Saraçlı, 2020. "Tendencies of Visiting the Cinema and Watching Television: Students of the Cinema and Television Department at AfyonKocatepe University," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 6, July -Dec.
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