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Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity

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  • Haj-Salem, Narjes
  • Chebat, Jean Charles
  • Michon, Richard
  • Oliveira, Sandra

Abstract

What factors drive mall loyalty of male and female shoppers? A literature-based model was tested in two North American shopping malls (regular and upscale) with 905 shoppers (476 women and 429 men). The findings reveal that atmosphere affects mall loyalty and shoppers' identification with the mall. In the case of male shoppers, the drivers of mall loyalty are mall atmosphere, prices, and identification with the mall. With female shoppers, the drivers are mall's atmosphere, its physical design, and the perceived quality of products and services. The findings should guide managers in the allocation of resources to enhance mall image and attract more male shoppers.

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  • Haj-Salem, Narjes & Chebat, Jean Charles & Michon, Richard & Oliveira, Sandra, 2016. "Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity," Journal of Business Research, Elsevier, vol. 69(3), pages 1219-1227.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1219-1227
    DOI: 10.1016/j.jbusres.2015.09.011
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    References listed on IDEAS

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    2. Angga Pandu Wijaya, 2017. "Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(3), pages 189-198.
    3. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    4. Krey, Nina & Picot-Coupey, Karine & Cliquet, Gérard, 2022. "Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat's contributions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Ameen, Nisreen & Tarhini, Ali & Shah, Mahmood Hussain & Nusair, Khaldoon, 2021. "A cross cultural study of gender differences in omnichannel retailing contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Gilboa, Shaked & Vilnai-Yavetz, Iris & Mitchell, Vince & Borges, Adilson & Frimpong, Kwabena & Belhsen, Nourdine, 2020. "Mall experiences are not universal: The moderating roles of national culture and mall industry age," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. van Dijk, Mathilde & Van Herk, Hester & Prins, Remco, 2019. "Choosing your charity: The importance of value congruence in two-stage donation choices," Journal of Business Research, Elsevier, vol. 105(C), pages 283-292.
    8. Errajaa, Karim & Hombourger-Barès, Sabrina & Audrain-Pontevia, Anne-Françoise, 2022. "Effects of the in-store crowd and employee perceptions on intentions to revisit and word-of-mouth via transactional satisfaction: A SOR approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. El Hedhli, Kamel & Zourrig, Haithem & Park, Jeongsoo, 2017. "Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 208-218.
    10. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    11. Vilnai-Yavetz, Iris & Gilboa, Shaked & Mitchell, Vince, 2021. "Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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