العوامل المؤثرة على اختيار المجمعات التجارية الكبرى من وجهة نظر المستهلك الأردني

This study aims to investigate the most important factors that may impact customer's behavior of selection of malls. Moreover, this study aims to examine the elements of mall marketing mix. A self-administered questionnaire was developed and distributed to a convenience sample of 500 respondents. The findings of factor analysis revealed that five important factors affected customer's selection of malls. These five factors explained 74% of the variance of the dependent variable. These factors are the following: entertainment, diversity of products and stores, design and availability of space, inside environment (light, store diversity, ventilation and security), and finally, convenience and accessibility. Results showed also that malls marketing mix can include, in addition to the four traditional elements (product, price, promotion and distribution), other elements that are related to the service marketing mix like: physical environment (e.g., leisure and entertainment facilities; good design, and enough space) in addition to people element (e.g., availability of qualified and sufficient number of employees). Finally, the study suggests some recommendations to improve malls attractiveness for people. KEYWORDS: