Journal of Administrative and Economic Sciences

Qassim University, Vol. 9, No. 2, PP 21-47. (Rajab 1437H/April 2016)

The Effect of Mall Positioning on Shoppers’ Satisfaction and their Patronage

Behavior

Dr. Ali. Mohammed Al-Medabesh*, and Dr. Mohammed Maqsood Ali**

*Jazan Community College, Jazan University, Saudi Arabia
**Dept. of Marketing, Jazan Community College, Jazan University, Saudi Arabia

Abstract. Malls are the combination of convenience, ambience, promotions, variety of tenants, property
management and entertainments. But in today’s competitive environment, malls have shifted focus from
general malls to specific malls. Malls can be positioned on the basis of behaviour, psychographic and
demographic. The main aim of the study is to develop a model for Malls positioning as convenience,
ambience, promotion, entertainment and experiencing. And also to determine the relationships among the
constructs of mall positioning, shoppers’ satisfaction and patronage behaviour of mall shoppers. This
study ascertains how the positioning dimensions influence shoppers’ satisfaction which, in turn,
influences patronage behaviour of the shoppers. Based on the literature review hypotheses are developed
and to test the hypotheses, a sample of 1000 shoppers who visited different malls in Jazan region
surveyed using a structured questionnaire. The findings of this study revealed that Malls can be
positioned as convenience, ambience, promotion, entertainment and experiencing malls. The constructs
influenced shoppers' satisfaction which, in turn, influenced patronage behaviour of the shoppers. Mall
developers and mall managers who have not been giving importance or priority to positioning should
become aware of the significance of mall positioning in determining patronage behaviour of mall
shoppers. They can position malls as convenience, ambience, promotion, entertainment and experiencing
instead of generic malls. At the same time a clear and sound positioning will lead to the success of a mall
in a growing organized retail environment in Saudi Arabia.

Keywords: Mall Positioning, Satisfaction, Patronage Behaviour.

21
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 22

1. Introduction

Shopping is “a socially visible behaviour, frequently done while accompanied by friends

or family” (Evans et al. 1996). Tsai (2010) defines shopping mall as “a place that is more
or less like a theme park featuring from joy, excitement, curiosity and even dreams-like
fantasies”. Consumer visits malls for varied reasons. They visit for shopping,
entertainment, participating in quizzes and competitions, playing games, eating at
restaurants, and meeting friends and family members. Several studies have examined the
retail patronage at the shopping mall level. The components of today’s malls are
restaurants, food courts, children leisure place, stores, relaxation spaces, coffee shops,
interactive entertainment, social use areas and relaxation space (Terblanche, 1999).
Darden and Babin (1994) studied the consumer perception of a stores functional
attributes (price, personal, merchandise assortment etc) are related to affective quality
(pleasant, unpleasant, activity and sleepy) and found association among affective and
functional characteristics of retail environment.
Further, “It is important to deliver an adequate balance between utilitarian and
hedonic value” (Gentile et al. 2007). Arnold et al. (1996) in a study on retail choice
found that location followed by price and value for the money affect store choice.
They stated that consumers buy products most often from the retailers who provide
consumers with low prices, convenient location and a wide assortment of products.
Kim et al. (2013) investigate the effects of perceived usefulness, enjoyment,
perceived risk and subjective norm on consumer’s intention through the role of trust-
to-mall and trust-to-transaction. They found that perceived usefulness, enjoyment,
perceived risk and subjective norm are associated with consumers’ intentions and
decision-making style. Store characteristics such as price, promotion and assortment
might affect multiple store patronage (Pan and Zinkhan, 2006). Majumdar (2005)
identified the determinants factors (service quality, accessibility, value perceptions,
overall store impression and promotion) for store loyalty in a mall environment and
found that mall accessibility, ambience and amenities are factors for store loyalty.
Previous research into shopping motives ascribed people patronage decisions to
proximity, availability and flexibility.

Positioning & Shoppers’ Satisfaction

“Positioning is where the company wants its product to be placed in the
customer’s mind so that it will achieve optimal utilization… not what you do to the
product but what you do to the mind of the prospect” (Ries and Trout, 1972).
Positioning is also referred to as an act of designing the company’s offering and
image to occupy a distinctive place in the minds of the target market. In retail,
positioning refers to the target market segment (s) served by the retailer and the
differential advantage it is perceived to offer (Corstjens and Doyle, 1989).
According to James Lang LasalleMeghraj Report, 2007, positioning of a mall refers
to defining the category of services offered based on demographics, psychographics,
income levels and competition in neighboring areas.
23 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Shoppers’ satisfaction is affected by the physical environment of the store,

various procedures and operations (cashiers, queues, traffic, trolleys, etc), the
moments of contact with personnel and the core offer of the retailer i.e. product
variety, assortment, quality and pricing policy (Morschettet al. 2005). This
evaluation of the complete retailer's offer in the customers mind is defined by
Martineau (1958) as "store image” (which later has been replaced by positioning).
shoppers' evaluate their levels of satisfaction based on the retailers' offer. (Finn and
Louviere, 1996). It is suggested to decide positioning related to goods within the
outlets (Kelly, 1958). Table 1 shows the details of previous studies conducted by the
research scholar.
Although the number of malls in Saudi Arabia is increasing day by day but not
many of them not found to be successful. This study therefore investigates whether
positioning influences shoppers’ patronage behaviour. The findings of the study will try
to indicate that positioning is a significant determinant of shoppers’ satisfaction which, in
turn, influences their patronage behaviour. More specifically, the overall satisfaction with
the five dimensions of positioning will be examined in the study (convenience,
ambience, shopping experience, and entertainment). The relationship between shoppers’
satisfaction and mall patronage behaviour would reveal that satisfaction plays a vital role
in enhancing shoppers’ patronage behaviour. The findings of the study will have
important implications for the mall managers, especially in terms of the offer that could
be provided so as to create a strong positioning of the mall amongst the shoppers. The
days of a mall doing well only on the basis of its location are over. A sound positioning
strategy is imperative for a mall to satisfy its shoppers. The intellectual merits of this
study include development of retailing models and designing of new approaches. The
outcomes are expected to have a significant impact on the current Structural Equation
Modeling (SEM) theory.

Table
Table1:1Previous
contd. Studies
Author (s) Studies
Kelley (1958) Importance of Convenience
Gentry and Burns (1977) Shopping centre choice criteria.
Bellengeret al. (1977) Patronage motives for shopping centers.
Bearden (1977) Determinant attributes of store patronage.
Howell and Rogers (1980) Shopping mall choice behaviour.
Gutman and Mills (1982) Relationship between fashion lifestyle, self concept, shopping
orientation and its influence on store patronage.
Bellenger & Moschis (1982) Retail Patronage in the context of Socialization
Yale and Venkatesh (1986) Convenience Consumption Model
Gehrt (1989) Non-store and store patronage behaviour.
Hortmanet al. (1990) Segment-based patronage model.
Bloch et al. (1991) Recreational shopping.
Stoltmanet al. (1991) Shopping motives and tendencies
Bloch et al. (2002) Patterns of behaviour.
Darden and Babin (1994) Effect of store image on affective and function attributes.
Donovan et al. (1994) Effect of Emotions on shopping behaviour.
Babin and Darden (1996) Customer mood through atmosphere.
Arnold et al. (1996) Retail store choice.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 24

Table 1 contd.
Author (s) Studies
Evans et al. (1996) Gender shopping role expectation on shopping patronage
intentions.
Darden et al. (1981) Impact of consumer socialization on patronage behaviour.
Yavas (2001) Patronage Motives and Product Purchase Patterns
Leo and Philippe (2002) Location and consumer’s satisfaction.
Babinet al. (2005) Environmental effects on word-of-mouth.
Michonet al. (2005) Mall Atmospherics variables effect on shopping behaviour
Kim et al. (2005) Mall Entertainment and Shopping Behaviour.
Backstrom (2006) In-store experiences of consumers and retailers.
Jamal et al. (2006) Shopping motivation, values and consumer decision-making
Geiger (2007) style
Pan and Zinkhan (2006) Night-time grocery shopping behaviour.
Carpenter (2008) Retail Patronage
Kim et al. (2008) Demographic variable on shopping frequency.
Farraget al.(2010) Online shopping satisfaction.
Martinez-Ruiz et al.(2010) Mall shopping motives and activities.
Massicotteet al.(2011) Customer satisfaction’s key factors
Baker and Wakefield (2012) Effects of Mall Atmosphere on Mall Evaluation
Causal relationship between shopping motives, orientation,
Genzalez-Benito andMartos- consumer stress and excitement
Partal(2012) Role of retailer’s competitive price positioning.
Luceri and Latusi(2012) Multiple Store Patronage
Babinet al. (2013) Atmospheric affect on shopping values and customer loyalty.
Chebatet al. (2014) Mall renovation on shoppers’ satisfaction & spending behaviour.
Maruyama (2014) Multiple Store Patronage

2. Literature Review
Several studies have examined the retail patronage at the shopping mall levels.
This section discusses positioning mall as convenience, ambience, promotion,
entertainment and experiencing.
Positioning Mall as Convenience Mall
Convenience means ‘making life easier’ (Farraqet al. 2010) and an important
feature by shoppers (Bellengeret al.1977). Convenience, according to Clulow and
Reimers (2009) can be “applied to almost any human activity, be it work, travel,
exercise, cooking or shopping”. They examined that efforts, time and space are
perceived by consumers as retail centre convenience. Shoppers seek everything
under one roof with parking free of costs, convenient locations, and convenient store
hours. Lancaster and Reynolds (2007) identified the reasons for visiting malls such
as cheaper, nice layout, clean/tidy, convenient, just to browse, buy everything at
once, good parking, good selection, good value, more variety, good quality, received
voucher, good opening hours. Several studies have discussed the effect of mall
convenience on shoppers’ satisfaction (Howell and Rogers, 1980). Store
convenience has the strongest associations followed by store atmosphere;
relationship orientation and store staff (Bagdare, 2013). Chebatet al. (2014) studied
the effects of mall renovation on shoppers’ spending and found that “utilitarian
value affects the shoppers’ satisfaction while the hedonic value does not”.
25 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Yale and Venkatesh (1986) proposed six categories of convenience factors:

time utilization, handiness, appropriateness, portability, accessibility, and avoidance
of unpleasantness. Time utilization is a time saving or time buying utility and ease
of production is the handiness class of convenience. ‘Fittingness to specific needs’ is
labeled as appropriateness and flexibility of using products in any location is the
portability. Proximity, availability and flexibility are labeled as accessibility.
Avoidance of foulness includes a preference or relativity aspects. Berry et al. (2002)
assumed that perception of convenience will have positive effect on consumers’
satisfaction with the services. The elements that draw patrons to a store can be
longer operating hours or ample parking (Hansen and Deutscher, 1977). Lesser and
Hughes (1986) identified shoppers as convenience shoppers who need shopping
convenience and not interested about price. Consumers who spend a high share of
wallets at the primary store may not patronage fewer stores. The share of Wallet is
related to consumer’s perceived importance of convenience, income, age, family
size and grocery expenditure (Maruyama, 2014).
The three most important criteria of visiting malls are: location, location and
location (Lancaster and Reynolds, 2007). Therefore, location is important in terms
of convenience to the shoppers and a mistake in the location decision is almost
impossible to correct (Cox and Brittain, 2004). From the literature it is noticed that
no study focuses on positioning mall as a convenience in Saudi Arabia, particularly
in Jazan Region. Shoppers may perceive mall as a convenience mall. Hence, this
study proposes the following hypotheses:
H1: Positioning Mall as Convenience Mall will have a positive effect on
shoppers’ satisfaction.
H2: Shoppers’ Satisfaction towards Convenience Mall influences patronage
behaviour (Purchases, Percentage, frequency of visits, and recency) of shoppers.

Positioning Mall as an Ambience Mall

Today’s retail environment faces stiff competition to attract shoppers and
satisfy them. Therefore, most of the malls are renovating either structure of malls or
retail outlets to make more attractive for shoppers. Ghosh (1990) defines retail
atmosphere as “the psychological effect or feeling created by a store’s design and its
physical surrounding”. It is concerned with the physical store characteristics (Pan
and Zinkhan, 2006). Hundreds of studies have been focused on store or retail
environment. For example, Turley and Milliman (2000) reviewed a variety of
research studies on the effects of atmospherics variables on consumer behaviour and
found atmospherics variables exert on consumer behaviour. Donovan and Babin
(1994) investigated the consumer perception of a store’s functional attributes (price,
personal, merchandise etc) that are related to affective quality (pleasure, unpleasant,
activity and sleepy) and found association among affective and functional
characteristics of retail environment. Babinet al. (2005) developed a model of
environment effects on word-of-mouth and found that functional attributes are
associated with utilitarian service value that shows direct positive effects on
consumer satisfaction and word-of-mouth.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 26

Furthermore, Babin and Attaway (2000) investigated the impact of positive and
negative affect associated with ambience environment and found that “negative mood
affects satisfaction with increased magnitude compared to positive and negative mood”.
And positive affect modifies consumer’s decision making style (Babinet al. 1998),
improves a positive store image (Darden and Babin, 1994). Babin and Darden (1996)
examined the effects of customer mood through atmosphere on both actual spending
behaviour of shoppers and satisfaction. They found that there is a direct relationship
between customers’ shopping mood and satisfaction. Negative shopping mood affect
satisfaction than positive moods. They also found that an increase in negative mood of
customers did not significantly reduce spending levels and increases in positive moods of
the customer increases spending levels. Store exterior, store interior, layout and design
are the components of store atmosphere (Cox and Brittain, 2004). Ambient scent exerts
positive effect on shopper’s mood only at medium density level. But light and pleasing
odor (Citrus) has positive effect on shopper’s mood than ambient scent and ambient
scent influence the perception of product quality (Michonet al. 2007). The most
important aspect one need to focus on store’s physical ambience is the display or
appearance. Ambience includes décor, lighting, music; aromas, layout, cleanliness, and
interior design (Baker, 1986) generate sentimental responses and positively influences
shoppers’ desire to stay in the shopping mall (Wakefield and Baker 1998; Dennis, 2005;
Donovan and Rossiter, 1982). Other ambience provided by the retail owners, such as
aroma, lighting, temperature and décor can influence patronage behavior of shoppers.
Since the previous studies did not work on positioning mall as attractive ambience, we
propose the following hypotheses.
H3: Positioning Mall as an Ambience Mall will have a positive effect on
shoppers’ satisfaction.
H4: Shoppers’ Satisfaction towards attractive ambience influences patronage
behaviour (Purchases, Percentage, frequency of visits, and recency) of shoppers.

Positioning Mall as Promotional Mall

Promotion plays an important role in marketing product(s) or service(s) for any
industry (Maqsood, 2013). A number of studies have examined the influence of either price
promotions, or buy one and get one promotions on shoppers. On the other hand, shopping
malls offer free coupons, discounts, free samples etc. Mall that position as promotional
malls may attract crowds and enhance profit levels. Shoppers may perceive mall as a well
maintained property managed mall. Every organisation has now started using modern
promotional media such as social media, email, search engines and mobile devices to
communicate with the shoppers and encourage them to buy products or services (Al-
Medabesh and Maqsood, 2014). Shopper may perceive malls as a ‘Promotion Mall’. No
studies have aimed at positioning mall as Promotional Mall in Saudi Arabia, particularly
Jazan region. Therefore, we hypothesized.
H5: Positioning Mall as lucrative promotion mall will have a positive effect
on shoppers’ satisfaction.
H6: Shoppers’ Satisfaction towards lucrative promotion influences patronage
behaviour (Purchases, Percentage, frequency of visits, and recency) of customers.
27 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Positioning Mall as an Experience Mall

“Shopping experience is a focal point of retail and marketing theory”
(Babinet al. 2013). Gentile et al. (2007) defined customer experience as “an
evaluation of the concept of relationship between the company and the customer”.
They conceptualized the customer experience as a “multidimensional structure
composed by elementary components”. They also identified dimensions of customer
experience such as sensorial, emotional, cognitive, pragmatic, lifestyle and relational
components. Donovan et al. (1994) measure emotions during the shopping
experience and its effect on actual shopping behaviour. Darian et al. (2005) point
out, by using conjoint analysis, the relative importance of salespersons’ respect for
the customers is the most important attributes followed by friendliness, knowledge
and responsiveness. Gentry and Burns (1977-78), in a study on shopping centre
choice criteria, found that prices and variety variables are the most important choice
criteria. Since few studies have aimed at experiences mall, we propose the following
hypotheses.
H7: Positioning Mall as Experience Mall will have a positive effect on
shoppers’ satisfaction.
H8: Shoppers’ Satisfaction towards pleasure experience influences patronage
behaviour (Percentage purchases, recency and frequency of visits) of shoppers.

Positioning Mall as an Entertainment Mall

Customers visit mall for not only purchasing goods/services but also for
entertainment. Entertainment includes playing games, watching movies,
participating in competitions/quizzes, meeting friends and family, attending
conferences/workshops, bowling Alleys, and meeting rooms. Many studies looked
at the entertainment as a marketing tool to attract the customers, for example, mall
excitement (Wakfield and Baker, 1987). Entertainment is a valuable positioning tool
to retailers to attract the customers. Farraget al. (2010) classified entertainment into
two elements: tangible and intangible. Tangible elements include variety of stores,
coffee shops, food courts, and cinema while themed environment, the glitz, glamour
and continuous stimulation are hedonic elements. Kim et al. (2005) examined the
relationship between mall entertainment value and shopping behaviour of consumers
and found that hedonic experience and utilitarian attributes make number of visits to
the mall by the shoppers and enhancing entertainment value for the consumers. They
further opined that entertainment value is the most important way to differentiate the
mall “product”. Entertainment appears to be an eminent element of retail arena
(Christiansen et al.1999). No studies have undertaken to be considered as
entertainment mall. We propose the following hypotheses.
H9: Positioning Mall as Entertainment Mall will have a positive effect on
shoppers’ satisfaction.
H10: Shoppers’ Satisfaction towards entertainment mall influences patronage
behaviour (Percentage purchases, recency and frequency of visits) of shoppers.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 28

Shoppers’ Satisfaction
Several Studies have been conducted towards satisfaction of shoppers.
Fornell (1992) stated that “success and failure for customer satisfaction are
evaluated by changes in customer retention”. He opined that customer satisfaction is
a defensive strategy. Darian et al. (2005) describe customer satisfaction as the
“customer’s feelings that result from a comparison of perceived performance in
relation to expectations”. Oliver (1981) defined satisfaction as an “evaluation of the
surprise inherent in a product acquisition and/or consumption experience”. Babin
and Attaway (2000) investigated the impact of positive and negative affect
associated with ambience environment and found that “negative mood affects
satisfaction with increased magnitude compared to positive mood”. Babin and
Griffin (1998) identify reliability and validity scale for measuring customer
satisfaction or dissatisfaction. Evansehitzkyet al. (2008) assessed the dimensionality
(merchandising policy, store environment, pricing policy, employees, access to the
stores and transactions within the store) of retail satisfaction on the overall
satisfaction rating and found significance except access and transactions. Churchill
and Suprenaut (1982) investigated determinants of customer satisfaction and found
four construct: expectation, perceived performance, disconfirmation and satisfaction.
These constructs are measured by using multi-item global and specific attributes.
Kim et al. (2008) found that online shoppers more loyal when they are satisfied with
the services. Factors such as quality, value, image and satisfaction influence
customer loyalty. In addition, value effect loyalty more strongly than satisfaction
(Lai et al. 2009). Service and convenience employ a positive and significant
influence on shopper’s satisfaction (Martinez-Ruiz et al. 2010).
H11: Shoppers’ satisfaction influences patronage behavior.

Patronage Behaviour of Customers

Shopping Behaviour is defined as “activities people engage in while
examining or purchasing merchandise or services” (Darden and Dorsch, 1990).
Yavas (2001) explored interrelationship between patronage motives and product
purchase pattern within a context of a mall and found that atmosphere, security, ease
of access and parking facilities are the relative important patronage motives of
consumers. The primary shopping motives are price competiveness, courtesy of
personal, cleanliness, variety of stores, merchandise quality and product selection.
Patronage is “the entire possible inner featureof dynamism around the shopping
behaviour phenomenon in terms of store choice” (Laaksonen, 1993). Several
researches have been conducted on patronage behaviour of customers. For example,
emotions affect shopping value and patronage behaviour of consumers who will
visits the mall in the future (Babinet al. 2013). Darden et al. (1981) studied the
impact of consumer socialization on patronage behaviour and found that consumer
socialization affects patronage behaviour differently in family life cycle.
The present study is hypothesized that positioning of mall around the concept
of convenience; ambience, promotion, Entertainment, property management and
experiences will influence the shoppers’ satisfactions, which, in turn, lead to
29 The Effect of Mall Positioning on Shoppers’ Satisfaction …

patronage behaviour (percentage purchases, recency and frequency of visits) of the

customers. Dawson et al. (1990) found patronage differences in behaviour among
social classes. Social referents are likely to influence patronage behaviour. The most
significant attributes of store patronage are atmosphere, location, parking facilities
and friendliness of salespeople that effect patronage pattern (Bearden, 1977). Pan
and Zinkhan (2006) categorized determinants of retail patronage into three factors:
product-relevant factors, market-relevant factors and personal factors. Product-
relevant factors were related to product features and characteristics. Market-relevant
factors were associated with convenience, store image, service quality, atmosphere
and salespersons whereas personal factors were associated with consumer
characteristics. Highest correlations, in order to, patronize a store was evident
between determinants of retail patronage.
Luceri and Latusi (2012) investigated the impact of shoppers’
characteristics(age, family size, gender, employment, store format preference,
shopping activity perception, deal proneness and market structure factors (number
of stores in the market and retailers variety) on multiple-store patronage patterns for
grocery purchases and found age and shopping activity perception impact multiple
stores patronage patterns.
In addition, only sales promotion exerts positive effect on multiple store patronage.
Multiple store patronage behaviour is exerted by income, shopping frequency,
transportation and employment status. Shopping frequency influence a positive effect on
patronage (Maruyama, 2014). The relationship between consumer behaviour and
atmospherics variables is found significant (Turley and Milliman, 2000).
Howell and Rogers (1980) identified four factors comprising of purchases,
frequency of visits, dollar spent and number of weeks since last purchased and these
factors were labeled mall/store patronage. Pan and Zinkhan (2006) have defined
shopping frequency as “the number of times a shopper patronizes a retailer during a
given period of time”. Fig. 1 presents the relationship effect of mall positioning on
shoppers’ satisfaction which, in turn, influences patronage behaviour of shoppers.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 30

3. Research Methodology

Data collection
To test the hypotheses relationship model, a sample of 1000 shoppers who visit
different malls in Jazan region surveyedover a period of 5 days from 22nd to 27th April,
2015 (i.e., Wednesday to Sunday). First stratified sampling and then convenience
sampling was adopted. A structured questionnaire was designed to elicit information
from the respondents who visit the shopping malls during the peak hours of the malls
i.e., between 4 to 7 pm and 9 to 11 pm.. A questionnaire is first prepared in English and
then translated in Arabic Language for the comfort of non English speakers. This study
ascertains how the positioning dimensions influence shoppers’ satisfaction and shoppers’
satisfaction in turn influences their patronage behaviour. This study establishes causality
among the constructs of positioning, shoppers’ satisfaction and mall patronage
behaviour. This study provides a model of mall positioning, shoppers’ satisfaction and
patronage behaviour in a single model in Saudi Arabia, particularly in Jazan region.

Measurement
Construct such as convenience, ambience, promotion, experience, and
entertainment are used in this study. These measures are developed on the basis of
an extensive review of literature. Responses were put down using a 5-point Likert’s
scale ranging from 1 ‘strongly disagree’ to 5 ‘strongly agree’.
Shoppers’ satisfaction was measure using three dimensions (Maxham et al.
2002) such as mall is a good place to buy, recommend to friends and satisfy
with mall. Responses were measured using a 5-point Likert’s scale ranging
from 1 ‘strongly disagree’ to 5 ‘strongly agree’.
Mall patronage behaviour of shoppers was evaluated on the basis of four
factors: shopper’s percentage of purchases from the mall, recentness of shoppers’
visit to the mall and regularity of the shoppers’ visit to the mall. These factors are
derived from Howell and Rogers (1981) research on consumer mall choice.
Furthermore, demographic variables such as age, gender, nationality, monthly
income, education, and marital status, number of children and occupation of
shoppers were measured. All options are closed ended.
Exploratory factor analysis “reduces a large number of indicators to a more
manageable set” (Anderson and Gerbing, 1988). Therefore, exploratory factor
analysis (EFA) was evaluated using Maximum Likelihood Method of Extraction and
Promax Rotation Method with mall positioning dimensions. Factor loading indicates
high correlations between the factors and the corresponding constructs. Factors that
are not cross loading are retained. The five constructs are selected on the basis of
Eigen values of 1.00.Cronbach Alpha is estimated for convenience (0.73), ambience
(0.74), promotion (0.81), experience (0.74), and entertainment (0.71) (See table 2).
All coefficient Alpha exceeded the minimum standard of 0.70 recommended by
Nunnally (1978) and Peterson (1994). The set of factors are then subjected to
Confirmatory Factor Analysis (CFA) to verify the convergent and discriminant
validity of the constructs.
31 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Table 2: Measurement Items

Constructs Sources Factor Coefficient
Loadings Alpha
Convenience
I can identify and select products. 0.750
I can reach the malls easily. Khairulet al. 0.747
I can obtain desired products. (2013) 0.606 0.732
I can amend the transactions. 0.370
Ambience
The Mall temperature is comfortable. 0.798
Mall Decoration is attractive. Yiu and Yau 0.626
The Mall Lighting is appropriate. (2006) 0.579 0.702
Mall provides parking facility with free of cost. 0.450
Mall Store hours are convenient. 0.386
Promotion
Mall organizes exhibitions and games. 0.821
Mall has Children’s Leisure place. 0.688
Mall conducts variety shows. Yiu and Yau 0.495 0.783
Mall offers discount coupons. (2006) 0.426
Mall Provides security. 0.397
Shopping Experience
I can search for merchandise. 0.885
I compare prices of brands. Terblanche and 0.594 0.739
I can evaluate product variety Boshoff (2006) 0.556
Entertainment
I can participate in competitions. 0.732
I can celebrate occasions. Farraget al. 0.633 0.697
The mall has food court Hanging Outs. (2010) 0.516
Shoppers’ Satisfaction
This Mall is a good place to shop. 0.829
I would recommend this mall to my friends. Maxham et al. 0.661 0.748
I am satisfied with this mall. (2002) 0.513
Patron Behaviour
Majority of my purchases are from this Mall. 0.631
I visit this mall regularly. Howell and 0.619 0.761
I recently visited this Mall. Roger (1981) 0.607
My average monthly purchases are high. 0.547
Note: a. Exploratory Factor Analysis was performed.
b. Maximum Likelihood Extraction Method is used.
c. Promax Rotation Method with Kaiser Normalization
d. Factor loadings that are above 0.35 is presented

4. Results

Shoppers’ Characteristics
1000 shoppers were interviewed at different mall in the Jazan region over a period
of 5 days from 22nd to 27th April, 2015 (i.e., Wednesday to Sunday) during the peak
hours i.e., between 4 to 7 pm and 9 to 11 pm. Around 50 responses were discarded due
to insincerity and incompleteness. Table 3 presents the shoppers’ demographic profiles.
74 percent shoppers are male and female are 26 percent. 39 percent shoppers are in the
age group of 20 to 30 years, 27 percent are between 30 to 40 years, 18 percent shoppers'
age is less than 20 years, 12 percent are in the age group of 40 to 50 years, 4 percent are
in the age group of 50 to 60 years and 1 percent shoppers are above 60 years. 71 percent
shoppers are Saudis while 29 percent shoppers are expatriates. Among 950 Shoppers,
37 percent are single and 63 percent are married. It is interesting to note that majority of
shoppers do not have a single child, equal percentage (12) of shoppers have one and two
children. 11 percent have three children and 8 percent and 7 percent have four and five
children respectively.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 32

Majority of shoppers are diploma holders, Masters, Bachelors, PhDs and High
School. 38 percent are government employees and 29 percent are private employees.
It is interesting to note that 21 percent shoppers are students, 4% are at home and 7
percent are retired from work. 29 percent shoppers' income is less than 3000 SAR
(Saudi Riyals). 23 percent shoppers' income are between 3000-6000 SAR,
18 percent are between 6000-9000 SAR, 10 percent income are between 9000-
12000 SAR. 5 percent shoppers' incomes are between 12000 to 15000 SAR and
equal percent shoppers’ income is above 15000 SAR.

Table 3: Shoppers’ Characteristics

Variables f %
Gender Male 703 74
Female 247 26
Total 950 100
Age <20 167 18
20-<30 368 39
30-<40 252 27
40-<50 118 12
50-<60 39 04
60+ 60 01
Total 950 100
Nationality Saudis 671 71
Expatriates 279 29
Total 950 950
Marital Status Single 354 37
Married 596 63
950 100
Children No Child 465 50
One 117 12
Two 117 12
Three 106 11
Four 77 08
Five 68 07
Five+ 00 00
950 100
Education No Education 41 04
High School 123 13
Diploma 322 40
Bachelors 179 19
Masters 218 23
PhD 67 07
Total 950 100
Occupation Govt. Employee 363 38
Pvt. Employee 274 29
Retired 40 04
At Home 66 07
Studying 207 21
Total 950 100
Income <3000 276 29
3000-<6000 216 23
6000-<9000 172 18
9000-<12000 102 10
12000-<15000 44 05
15000+ 48 05
No Income 92 10
Total 950 100
33 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Measurement Model
Exploratory Factor analysis was performed using SPSS 20.0 to test the
hypotheses on the mall positioning for 950 responses. Table 3 presents the results of
Factor Analysis. KMO (Kaiser- Meyer-Oltin) and Barlett's Test of Spherity were
performed to measure sample adequacy using Maximum Likelihood Method. The
result of the analysis found 0.905 which is above 0.90 level and chi-sqaure
approximately 8420.833 at 351 degree of freedom is significnat at a level of 0.000.
(p < 0.01). Then confirmatory factor analysis (CFA) was performed to validate the
measurement model (see figure 2). The results of this model show an acceptble fit to
the data (see table 4).

Table 4: Model Fit of Measurement

Model
Default Saturated Independence
CMIN
NPAR 56 210 20
CMIN 441.877 0.000 5792.213
DF 154 0 190
P 0.000 - 0.000
CMIN/DF 2.869 - 30.485
RMR, GFI
RMR 0.065 0.000 0.407
GFI 0.954 1.000 0.410
AGFI 0.937 - 0.348
PGFI 0.700 - 0.371
Baseline Comparison
NFI DELTA1 0.924 1.000 0.000
RFI rho1 0.906 - 0.000
IFI Delta2 0.949 1.000 0.000
TLI rho2 0.937 - 0.000
CFI 0.949 1.000 0.000
Parsimony-Adjusted Measure
PRATIO 0.811 0.000 1.000
PNFI 0.749 0.000 0.000
PCFI 0.769 0.000 0.000
RMSEA
RMSEA 0.044 - 0.176
LO90 0.040 - 0.172
HI90 0.049 - 0.180
PCLOSE 0.971 - 0.000
= 441.877; df = 154; Probability level = 0.000
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 34

Structural Model and Hypotheses testing

Model fit indices performed to asses how well the model fit explains. Table 5
shows the results of the path model to test the hypothesed structural equation among
constructs.
35 The Effect of Mall Positioning on Shoppers’ Satisfaction …

Table 5: Model of fit indices of SEM

Model
Default Saturated Independence
CMIN
NPAR 79 378 27
CMIN 855.502 0.000 8509.001
DF 299 0 351
P 0.000 - 0.000
CMIN/DF 2.861 - 24.242
RMR, GFI
RMR 0.074 0.000 0.382
GFI 0.935 1.000 0.357
AGFI 0.918 - 0.308
PGFI 0.739 - 0.332
Baseline Comparison
NFI DELTA1 0.899 1.000 0.000
RFI rho1 0.882 - 0.000
IFI Delta2 0.932 1.000 0.000
TLI rho2 0.920 - 0.000
CFI 0.932 1.000 0.000
Parsimony-Adjusted Measure
PRATIO 0.852 0.000 0.794
PNFI 0.766 0.000 0.000
PCFI 0.794 0.000 0.000
RMSEA
RMSEA 0.044 - 0.156
LO90 0.041 - 0.154
HI90 0.048 - 0.159
PCLOSE 0.997 - 0.000
= 855.562; df = 299; Probability level = 0.000

Table 5 shows an adequate fit of the model to the data. This model produces
= 855.562 with degree of freedom (df) 299 and p-value 0.000 (P ≤ 0.01) at α 5%
level of significance.The Global fit index (GFI) is 0.935 and Comparative fit index
(CFI) is 0.932. CMIN (2.861), PGFI (0.739), PCFI (0.794) and Root mean square
error of approximation (RMSEA) is 0.044 which is adequately acceptable model
fit.RMSEA is considered adequate or satisfactory if its values are between 0.01 to
0.10. If it is less than cut off value to 0.06 (Hu and Bentler, 1999) and less than 0.07
(Steiger, 2007) are reasonable fit on mall postionining dimensions. Figure 3 presents
the structural model of mall positisioning.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 36

GFI, PGFI, CFI and PCFI values are in the optimal range i.e. >0.9. RMSEA
value is 0.044 which indicates an acceptable model fit. It is acceptable model fit if it
is between 0.05 to 0.08 (Brown and Cudeck, 1993).
The structural model for each constructs (Ambience, Promotions,
Convenience, Experiences and Entertainment) were also developed to examine the
37 The Effect of Mall Positioning on Shoppers’ Satisfaction …

direct and indirect effect on shoppers’ satisfaction and patronage behaviour of the
shoppers. The results of hypotheses testing are summarized in table 6.

The direct and indirect effects of mall positioning constructs on shoppers’

satisfaction.
Convenience (H1) was hypothesized to have a positive effect on shoppers’
satisfaction. It was supported by the significant effect of convenience (β=0.572,
p<0.001) on shoppers’ satisfaction. H2 was hypothesize to examine the indirect
effect of convenience on patronage behaviour of shoppers through shoppers’
satisfaction and the result of this H2 was significant with (β=0.840, p<0.001). This
means convenience has postitive effect on shoppers’ satisfaction, in turn, influences
patronage behvaiour of shoppers.
Ambience was hypothesized (H3) to have a positive effect on shoppers’
satisfactions. The result reveals that estimated value of ambience (β=0.590) is
significant at p<0.000 level of significance. H4 was hypothesized that ambience has
positive effect on shoppers’ satisfaction, in turn, influences patronage behaviour of
shoppers with (β=0.840, p<0.001). It indicates that the more satisfaction with
ambiences the more the shoppers influence their patronage behaviour.
The element promotion was mostly considered as positive effect on shoppers’
satisfaction (H5). The result shows the negative effect of promotion on the
satisfaction of shoppers with (β=-0.388, p<0.000). It was also hypothesized (H6)
that mall positioning as promotion mall influences patronage behaviour of shoppers
through postive effect on shoppers’ satisfaction. The result supports the hypothesis
with (β=0.840, p<0.001).
Mall positioning as experiencing mall will have posititve effect on shoppers’
satisfaction (H7). Results of this hypothesis supports with (β=0.553, p<0.00).
Further, it was also hypothesized (H8) that experiencing mall will influences
patronage behaviour of shoppers providing satisfaction of shoppers. It is found that
mall positioning as experiencing mall influences patronage behaviour of shoppers
with (β=0.840, p<0.001).
Furthermore, mall positioning as entertainment mall will have direct effect on
shoppers’ satisfaction (H9), in turn, influences patronage behaviour of shoppers
(H10). Results of multiple regression analysis support both the hypothesis with
(β=0.388, p<0.000) and (β=0.840, p<0.001) respectively.

Total causal effect of constructs on shoppers’ satisfaction and patronage

behaviour
Table 6 shows the factor that experiencing has the strongest postitive effect on
shoppers’ satisfaction and patronage behaviour of shoppers with β=0.799. Factors
such as entertainment (β=0.568), ambience (β=0.762), and convenience (β=0.748)
have the postitive effect on shoppers’ satisfaction and their behaviour respectively.
Promotion has negative effect with (β=-0.486). The total effect of these independent
factors on patronage behaviour of shoppers providing shoppers’s satisfaction is
0.840 with p-value <0.0001.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 38

Table 6: Direct, Indirect and Causal Effect

Variables Causal Effects
Direct P-Value Result Indirect P-Value Total Result
Ambience 0.590 0.000 Significance 0.172 0.004 0.762 Significance
Convenience 0.572 0.000 Significance 0.176 0.002 0.748 Significance
Promotion 0.388 0.000 Significance 0.098 0.037 0.486 Insignificance
Experiences 0.553 0.000 Significance 0.246 0.000 0.799 Significance
Entertainment 0.388 0.000 Significance 0.180 0.000 0.568 Significance
Total 2.491 0.872 3.363

5. Discussions and Recommendations

This study proposed structural equation modeling of mall positioning on

shoppers’ satisfaction and patronage behaviour. It was hypothesized that malls can
be positioned as ambience mall, convenience malls, promotion malls, experiencing
malls and entertainment malls. These factors were selected from the previous studies
conducted by the eminent research practitioner and scholars. Two factors such as
shoppers’ satisfaction and patronage behaviour of shoppers were also used to test the
probability of proposed model using structural equation modeling.
Results of the study indicate that convenience is the most important factor that
has positive effect on shoppers’ satisfaction, in turn, influences patronage behaviour
of shoppers. This means malls can be positioned as convenience malls. Further, the
result has pinpointed that malls cannot be positioned as promotion malls because of
negative effect on shoppers’ satisfaction. Hence, malls can also be positioned as
ambience malls, experience malls and entertainment malls. It is also noticed that
shoppers’ satisfaction play an important role in enhancing shoppers’ patronage
behaviour.
This study supports a direct relationship between constructs (ambience,
convenience, promotion, experiences and entertainment)and shoppers’ satisfaction.
This study also suggests that positioning these constructs affect patronage behaviour
of shoppers directly. A model positioning shoppers’ satisfaction as a mediator
produced a significantly acceptable model fit.
The results of this study suggest that positioning constructs have positive effect
on shoppers’ satisfaction, which, in turn, influences patronage behaviour of
shoppers. More research is needed to find out the effect of these construct and
shoppers’ satisfaction on post-purchase behaviour of patrons.
To be successful, retailers should provide recreational facilities such as
restaurants, movie theaters, dental offices, a registry of motor vehicles branch and
full service banks (Barnes, 2005). Mall, according to Kim et al. (2005), improves
skating risks, amusement parks, museums, rides and virtual reality as entertainment
centers. Retailer objectives should be related to the needs of target market (Cox and
Roger, 2004).
A mall manager is expected to carefully make a selection between the set of
positioning dimensions which could influence the target segment. Also, as the
economic environment changes continuously leading to changes in shoppers’
39 The Effect of Mall Positioning on Shoppers’ Satisfaction …

behaviour, mall managers need to regularly take a review of their positioning

strategy, compare it with other competing malls and reposition their mall if the need
arises. Mall developers must understand the fact that starting a generic mall was a
practice of the past, but now to start the mall without a clear marketing and
positioning strategy is fraught with risk. At the same time a clear and sound
positioning will lead to the success of a mall in a growing organized retail
environment in Saudi Arabia.

6. Limitations and Future Research

It can be seen from the results of the model that GFI, PGFI, CFI and PCFI
values are in the optimal standard range i.e. > 0.90. However RMSEA value is 0.044
which indicates an acceptable model fit. This study need to improve measures of
each constructs by discussing with mall managers and shoppers. Moreover, the
measure flaw in this research was the selection of constructs from the previous
studies.

7. Conclusions

The main aim of this study was to develop a model of mall positioning as
ambience, convenience, promotion, entertainment and experiencing malls. This
study also determines the direct and indirect effects of mall positioning constructs on
shoppers’ satisfaction which, in turn, influence patronage behaviour of shoppers. It
was hypothesized that all constructs such as ambience, convenience, promotion,
experiences and entertainment will have positive effect on shoppers’ satisfaction, in
turn, influences patronage behaviour of shoppers. The results indicate that all
hypotheses except promotion have positive effect on shoppers’ satisfaction and
indirect effect on patronage behaviour of shoppers.
Furthermore, this study proposed structural model of mall positioning,
shoppers’ satisfaction and patron behaviour and identified measures to attract more
and more shoppers to the malls. Malls, therefore, can be positioned as Ambience
Malls, Convenience Malls, Experiencing Malls, and Entertainment Malls.

Note: The authors would like to thank the Deanship of Scientific Research at Jazan
University for funding this paper.
 Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 40

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‫‪47‬‬ ‫… ‪The Effect of Mall Positioning on Shoppers’ Satisfaction‬‬

‫‪9‬ﺛﲑ ﺣﺎﻟﺔ اﳌﺮﻛﺰ اﻟﺘﺠﺎري ﻋﻠﻰ رﺿﺎ اﳌﺘﺴﻮﻗﲔ ورﻋﺎﻳﺔ ﺳﻠﻮﻛﻬﻢ‬

‫**‬
‫ﻋﻠﻲ ﳏﻤﺪ ﻣﺪﺑﺶ*‪ ،‬و ﳏﻤﺪ ﻣﻘﺼﻮد ﻋﻠﻲ‬
‫* ﻛﻠﻴﺔ ا‪-‬ﺘﻤﻊ ﺟﺎزان‪ ،‬ﺟﺎﻣﻌﺔ ﺟﺎزان‪ ،‬اﳌﻤﻠﻜﺔ اﻟﻌﺮﺑﻴﺔ اﻟﺴﻌﻮدﻳﺔ‬
‫** ﻗﺴﻢ اﻟﺘﺴﻮﻳﻖ‪ ،‬ﻛﻠﻴﺔ ا‪-‬ﺘﻤﻊ ﺟﺎزان ‪ ،‬ﺟﺎﻣﻌﺔ ﺟﺎزان‪ ،‬اﳌﻤﻠﻜﺔ اﻟﻌﺮﺑﻴﺔ اﻟﺴﻌﻮدﻳﺔ‬

‫ﻣﻠﺨﺺ اﻟﺒﺤﺚ‪ .‬اﳍﺪف اﻟﺮﺋﻴﺴﻲ ﻣـﻦ ﻫـﺬﻩ اﻟﺪراﺳـﺔ ﻫـﻮ وﺿـﻊ ﳕـﻮذج ﻟﺘﺼـﻤﻴﻢ ﻣﺮاﻛـﺰ اﻟﺘﺴـﻮق ‪9‬ﻋﺘﺒﺎرﻫـﺎ ﺑﻴﺌـﺔ ﻣﻨﺎﺳـﺒﺔ‬
‫ﻟﻠﻤﺘﺴﻮﻗﲔ ﻳﺘﻮﻓﺮ ﻓﻴﻬـﺎ ﻋـﺮوض ﺗﺮوﺟﻴـﺔ ووﺳـﺎﺋﻞ ﺗﺮﻓﻴـﻪ ﳝﻜـﻦ اﻻﺳـﺘﻤﺘﺎع ‪K‬ـﺎ‪ .‬و‪I‬ـﺪف اﻟﺪراﺳـﺔ أﻳﻀـﺎ إﱃ ﲢﺪﻳـﺪ اﻟﻌﻼﻗـﺔ‬
‫ﺑــﲔ ﻫــﺬﻩ اﳌﺘﻐـﲑات ورﺿــﺎ اﳌﺘﺴــﻮﻗﲔ ورﻋﺎﻳــﺔ ﺳــﻠﻮﻛﻬﻢ‪ .‬وﺗﻨــﺎﻗﺶ اﻟﺪراﺳــﺔ ﻛﻴﻔﻴــﺔ [ﺛــﲑ ﺣﺎﻟــﺔ أو ﻣﻜــﻮ‪X‬ت ﻣﺮﻛــﺰ اﻟﺘﺴــﻮق‬
‫ﻋﻠﻰ رﺿﺎ اﳌﺘﺴﻮﻗﲔ واﻟﱵ ﺑﺪورﻫﺎ ﺗﺆﺛﺮ ﻋﻠﻰ رﻋﺎﻳﺔ ﺳﻠﻮﻛﻬﻢ‪ .‬ﺑﻨﺎء ﻋﻠﻰ اﻟﺪراﺳﺎت اﻟﺴـﺎﺑﻘﺔ وﺿـﻌﺖ ﻓﺮﺿـﻴﺎت اﻟﺒﺤـﺚ‬
‫وﺻــﻤﻤﺖ اﺳــﺘﺒﺎﻧﺔ ﺑﻄﺮﻳﻘــﺔ ﻋﻠﻤﻴــﺔ ووزﻋــﺖ ﻋﻠــﻰ ﻋﻴﻨــﺔ اﻟﺒﺤــﺚ اﳌﻜﻮﻧــﺔ ﻣــﻦ ‪ ١٠٠٠‬ﻣــﻦ اﳌﺘﺴــﻮﻗﲔ اﻟــﺬﻳﻦ زاروا ﻣﺮاﻛــﺰ‬
‫اﻟﺘﺴﻮق اﳌﺨﺘﻠﻔﺔ ﰲ ﻣﻨﻄﻘﺔ ﺟﺎزان‪ .‬وﻛﺸﻔﺖ اﻟﻨﺘﺎﺋﺞ اﻟﱵ ﰎ اﻟﺘﻮﺻﻞ اﻟﻴﻬﺎ أﻧﻪ ‪9‬ﻻﻣﻜﺎن ﺗﺼﻤﻴﻢ و‪I‬ﻴﺌﺔ ﻣﺮاﻛـﺰ اﻟﺘﺴـﻮق‬
‫‪9‬ﻋﺘﺒﺎرﻫــﺎ ﺑﻴﺌــﺔ ﻣﻨﺎﺳــﺒﺔ ﻟﻠﻤﺘﺴــﻮﻗﲔ ﻳﺘــﻮﻓﺮ ﻓﻴﻬــﺎ اﻟﻌــﺮوض اﻟﱰوﺟﻴــﺔ ووﺳــﺎﺋﻞ اﻟﱰﻓﻴــﻪ اﻟــﱵ ﳝﻜــﻦ اﻻﺳــﺘﻤﺘﺎع ‪K‬ــﺎ‪ .‬وأﻇﻬــﺮت‬
‫اﻟﻨﺘــﺎﺋﺞ أﻳﻀــﺎ أن ﳍــﺬﻩ اﳌﻜــﻮ‪X‬ت [ﺛــﲑ ﻋﻠــﻰ رﺿــﺎ اﳌﺘﺴــﻮﻗﲔ واﻟــﺬي ﺑــﺪورﻩ ﻳــﺆﺛﺮ ﻋﻠــﻰ رﻋﺎﻳــﺔ ودﻋــﻢ ﺳــﻠﻮﻛﻬﻢ ﲡــﺎﻩ ﻣﺮﻛــﺰ‬
‫اﻟﺘﺴﻮق‪ .‬وﻟﺬا ﳚﺐ ﻋﻠﻰ ﻣﻄﻮري وﻣﺪﻳﺮي ﻣﺮاﻛﺰ اﻟﺘﺴﻮق اﻟﺬﻳﻦ ﱂ ﻳﻌﻄﻮا أﳘﻴﺔ أو أوﻟﻮﻳﺔ ﻣﻨﺎﺳﺒﺔ ﻟﺘﺼﻤﻴﻢ و‪I‬ﻴﺌﺔ ﻣﺮاﻛﺰ‬
‫اﻟﺘﺴــﻮق اﻻ ﻳﻐﻔﻠـﻮا ﻫــﺬا اﳌﻮﺿــﻮع ﳌــﺎ ﻟــﻪ ﻣــﻦ اﳘﻴــﺔ ﰲ ﲢﺪﻳــﺪ رﻋﺎﻳــﺔ ودﻋــﻢ ﺳــﻠﻮك اﳌﺘﺴــﻮﻗﲔ‪ .‬ﺣﻴــﺚ أن ﺗﺼــﻤﻴﻢ ﻣﺮاﻛــﺰ‬
‫اﻟﺘﺴــﻮق ﺑﻄﺮﻳﻘــﺔ واﺿــﺤﺔ وﺳــﻠﻴﻤﺔ ﺳــﻴﺆدي إﱃ ﳒــﺎح ﻫــﺬا اﳌﺮاﻛــﺰ ﰲ ﺳــﻮق ﲡــﺎرة اﻟﺘﺠﺰﺋــﺔ اﳌــﻨﻈﻢ واﳌﺘﻄــﻮر ﰲ اﳌﻤﻠﻜــﺔ‬
‫اﻟﻌﺮﺑﻴﺔ اﻟﺴﻌﻮدﻳﺔ‪.‬‬
‫اﻟﻜﻠﻤﺎت اﳌﻔﺘﺎﺣﻴﺔ‪ :‬ﺣﺎﻟﺔ اﳌﺮﻛﺰ اﻟﺘﺠﺎري ‪ ،‬رﺿﺎ اﳌﺘﺴﻮﻗﲔ‪ ،‬رﻋﺎﻳﺔ اﻟﺴﻠﻮك‬
Ali. Mohammed Al-Medabesh, and Mohammed Maqsood Ali 48