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Offline vs. Online Quality Dimension: The Relationship Between Shopping Mall Quality Dimensions and Customer Loyalty

Offline vs. Online Quality Dimension: The Relationship Between Shopping Mall Quality Dimensions and Customer Loyalty
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Author(s): Cecilia Silvestri (University of Tuscia, Italy), Eleonora Rapiti (University of Tuscia, Italy) and Michela Piccarozzi (University of Tuscia, Italy)
Copyright: 2020
Pages: 36
Source title: Strategies and Tools for Managing Connected Consumers
Source Author(s)/Editor(s): Ree C. Ho (Taylor's University, Malaysia)
DOI: 10.4018/978-1-5225-9697-4.ch005

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Abstract

The study examines the nature and the strength of the relationship between shopping mall attractiveness, in the form of offline and online quality dimensions and customer loyalty. A survey was conducted on consumers of a shopping mall in Viterbo, Italy. In particular, this study aims to meet two objectives: (1) to identify, through factor analysis, offline and online shopping mall quality dimensions and (2) to analyze, through multiple regression models, the relationship between offline and online quality dimensions and customer loyalty. The regression models showed that both offline and online the quality dimensions have positive effect on customer loyalty. More precisely, all quality factors have a positive effect on loyalty, excluding internet browsing. This result contributed to the existing literature in understanding the importance of shopping mall attractiveness to develop customer loyalty.

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