Customer Preferences on Shopping Mall Characteristics: Terengganu, Malaysia

This study presents the results and analysis of shopping mall characteristics preferred among customers in Terengganu, Malaysia. There are many reasons why customers choose the right shopping mall and the types of shopping mall preferences also influence customers. In reality, there are a lot of shopping malls available in our country but customers always have their preference. The purpose of this study is to analyze shopping mall preferences among customers. A questionnaire was distributed to 166 respondents. The results showed that five (5) types of shopping mall characteristics were determined to be the key elements for the customers which are strategic location, condition and environment of the facilities, quality and services, accessibility of the transportation, and tenants mix. This research gives insight to retailers, shopping mall management, and stakeholders in planning for future shopping mall development.