A Study on Measuring and Defining Customer Equity of Complex Shopping Malls
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As leisure time is extended, the time that consumers spendat one shopping space increases, and complex shopping mallsare taking center stage as a new type of retail venue, channelingfamily-focused shopping culture by allowing, the wholefamily to enjoy themselves at the same time in a space withboth shopping space and entertainment facilities. With theirnew combination of traditional retail activities with entertainmentelements, these complex shopping malls satisfy a varietyof consumer’ needs, changing buying patterns, in the competitivedistribution market. Complex shopping malls are evolvinginto a living space that offers goods, service, entertainmentfacilities, and a variety of experiences. Companies have been increasingly employing SNS as a newmarketing communication tool. Companies can appeal to consumersand cut marketing costs through use of SNS. Companies use SNS as an important means of marketing toform, keep, and develop relations with consumers. These socialnetwork service marketing activities influence complex shoppingmalls and the malls form relationships with consumerswith Twitter, Facebook, and blogs. The final purpose of this study is to suggest a marketingstrategy for complex shopping malls by categorizing consumersaccording to customer equity and lifestyle and by discoveringtheir characteristics through mall image and awareness of usersof SNS of complex shopping malls. An online survey of followers of Twitter operated by MallA and Mall B. The questionnaire was conducted in October 2011 amongTwitter followers of Mall A, and the 220 questionnaires thatwere returned were used in statistical analysis. The 261 questionnairesreturned by Twitter followers of Mall B fromOctober 2011 to November 2011 were also used in the statisticalanalysis. The data of this study were analyzed using the Amos 18,SPSS 18.0 program. Confirmatory factor analysis was conducted to analyze thevalidity and reliance of the study parameters and reliance analysiswas conducted to confirm the consistency of the questionsin the criteria. The structured equation model was used for hypothesistesting and cluster analysis was conducted to analyzethe lifestyle of SNS users and to separate groups. Multiplegroup analysis was conducted to investigate the relationships ofeach parameter in each cluster. The outcomes of the study are summarized as follows:First, a survey of social network service users of complexshopping malls was performed to identify mall awareness andimage. Second, the effect of mall image on self-congruity wasconfirmed. Customers acknowledged the shopping mall as aself-extension or part of themselves when they feel thatself-image and mall image correspond. Third, mall awareness proved to have no effect on mallcommitment. A customer’s mere awareness of a shopping mallcan hardly be extended to commitment to that shopping mall. Fourth, self-congruity has a significant, positive effect onshopping mall commitment, because self-congruity makes customersmore dependent on the shopping mall, continuous commitmentresults, not to mention emotional commitment. Fifth, the hypothesis that the higher is the customer’s commitmentto the shopping mall, the higher is the loyalty, provedto be correct. Sixth, loyalty proved to have an effect on customer equity. Seventh, shopping mall awareness was found to have an effecton customer equity. Eighth, this study classified customer groups into the threecategories of fashion-oriented, sociability-oriented, and rationality-oriented, according to the lifestyles of users of multipurposeshopping malls’ SNS. Implications obtained from the study include the following: In a bid to provide assistance in developing marketing strategiesfor complex shopping malls using social network services,social network service users were categorized by characteristics,and the differences in the use and awareness of SNSwere identified. This study reviewed previous studies on SNS and lifestyleat home and abroad, but the questions on lifestyle focusing onfundamental SNS users have yet to be developed, presentingdifficulties in fully describing the lifestyles of SNS users. Thus, further study to develop the more specific and reliablequestions regarding the lifestyles of SNS users should bepursued.
Abstract
As leisure time is extended, the time that consumers spendat one shopping space increases, and complex shopping mallsare taking center stage as a new type of retail venue, channelingfamily-focused shopping culture by allowing, the wholefamily to enjoy themselves at the same time in a space withboth shopping space and entertainment facilities. With theirnew combination of traditional retail activities with entertainmentelements, these complex shopping malls satisfy a varietyof consumer’ needs, changing buying patterns, in the competitivedistribution market. Complex shopping malls are evolvinginto a living space that offers goods, service, entertainmentfacilities, and a variety of experiences. Companies have been increasingly employing SNS as a newmarketing communication tool. Companies can appeal to consumersand cut marketing costs through use of SNS. Companies use SNS as an important means of marketing toform, keep, and develop relations with consumers. These socialnetwork service marketing activities influence complex shoppingmalls and the malls form relationships with consumerswith Twitter, Facebook, and blogs. The final purpose of this study is to suggest a marketingstrategy for complex shopping malls by categorizing consumersaccording to customer equity and lifestyle and by discoveringtheir characteristics through mall image and awareness of usersof SNS of complex shopping malls. An online survey of followers of Twitter operated by MallA and Mall B. The questionnaire was conducted in October 2011 amongTwitter followers of Mall A, and the 220 questionnaires thatwere returned were used in statistical analysis. The 261 questionnairesreturned by Twitter followers of Mall B fromOctober 2011 to November 2011 were also used in the statisticalanalysis. The data of this study were analyzed using the Amos 18,SPSS 18.0 program. Confirmatory factor analysis was conducted to analyze thevalidity and reliance of the study parameters and reliance analysiswas conducted to confirm the consistency of the questionsin the criteria. The structured equation model was used for hypothesistesting and cluster analysis was conducted to analyzethe lifestyle of SNS users and to separate groups. Multiplegroup analysis was conducted to investigate the relationships ofeach parameter in each cluster. The outcomes of the study are summarized as follows:First, a survey of social network service users of complexshopping malls was performed to identify mall awareness andimage. Second, the effect of mall image on self-congruity wasconfirmed. Customers acknowledged the shopping mall as aself-extension or part of themselves when they feel thatself-image and mall image correspond. Third, mall awareness proved to have no effect on mallcommitment. A customer’s mere awareness of a shopping mallcan hardly be extended to commitment to that shopping mall. Fourth, self-congruity has a significant, positive effect onshopping mall commitment, because self-congruity makes customersmore dependent on the shopping mall, continuous commitmentresults, not to mention emotional commitment. Fifth, the hypothesis that the higher is the customer’s commitmentto the shopping mall, the higher is the loyalty, provedto be correct. Sixth, loyalty proved to have an effect on customer equity. Seventh, shopping mall awareness was found to have an effecton customer equity. Eighth, this study classified customer groups into the threecategories of fashion-oriented, sociability-oriented, and rationality-oriented, according to the lifestyles of users of multipurposeshopping malls’ SNS. Implications obtained from the study include the following: In a bid to provide assistance in developing marketing strategiesfor complex shopping malls using social network services,social network service users were categorized by characteristics,and the differences in the use and awareness of SNSwere identified. This study reviewed previous studies on SNS and lifestyleat home and abroad, but the questions on lifestyle focusing onfundamental SNS users have yet to be developed, presentingdifficulties in fully describing the lifestyles of SNS users. Thus, further study to develop the more specific and reliablequestions regarding the lifestyles of SNS users should bepursued.
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