| dc.description.abstract | For decades, shopping is not just obtaining tangible products but also experience and enjoyment, especially shopping at the mall. Therefore, retailers have tried to create an attractive mall environment by using different combination of various factors to help customer easier on differentiating each mall and have best shopping experiences. In Vietnam, this is totally new topic, so there is a necessity to conduct the research which use all the relevant mall atmospheric factors to interpret its effect on customer patronage intention for current Vietnam retailers to understand more about their customers, review again their current performance to increase revenue for their malls and for new retailers opening mall in Vietnam which can apply these findings’ results into their planning and marketing strategies.
This research is done throughout questionnaire delivering to 342 customer patronages at 4 big shopping malls: Parkson, Crescrent Mall, Vincom, AEON Mall, and Diamond Plaza. 5 components are extracted from customer patronage intention as original model including Exterior variables, Interior variables, Layout and design variables, Point of purchase and Decoration variables and Human variables. All of them have positive relationship with Customer Patronage Intention; however External variable is the most significant impact in this model. | en_US |
