A Study on the Effect of Shopping Attractiveness and the Environment on Customer's Satisfaction with the Shopping

This study aims to determine the attractiveness of factors of Iran shopping malls from the shopper’s point of view. Given the increasing number of shopping centers in Iran, understanding the factors contributing to shopping centers attractiveness and customer satisfaction is of great importance for owners and managers of these centers. A questionnaire devised on the basis of the literature was administrated to 385 customers of 2 shopping centers of Tehran including Milade Noor and Tiraje. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.8. The results indicate that out of the attractiveness factors, retail tenant mix and atmosphere were the most influential factors in shopping centers. Thus, managements of shopping malls can increase their mall attractiveness by identifying optimal retail tenant mix and by supporting them with appropriate atmosphere.