An Exploratory Study Based on Shopping Centres in Hong Kong Examines the Relationship Between Impact Marketing Strategies, Promotional Components, and Customer Retention

Abstract

Analysis of the shopping mall sector in Hong Kong with a focus on consumer retention and how it relates to marketing strategies, as well as a breakdown of the core elements of such strategies. Recent decades have seen a dramatic increase in industrialization and prosperity. Customers' preferences have shifted as well, moving away from the open air of general shops in favour of the comfort of enclosed shopping malls with heating and cooling. This change has helped create circumstances and an atmosphere that have facilitated the shopping centre industry's meteoric rise. The manager of a shopping centre has recently placed a greater emphasis on investigating how the center's marketing strategy can help in maintaining the center's existing clientele in order to increase the center's patronage and rental income in light of the intense competition that exists between shopping centres and the growing recognition of the importance of maintaining customer loyalty within the shopping centre industry. A correlation between satisfied customers and long-term loyalty is established by the survey. The study indicated that shoppers who frequented the mall many times each week were better happy overall. This result implies that shoppers' happiness may have some bearing on the retail center's success in retaining their trade. According to the results of the survey, repeat customers are more likely to spend money when they shop, suggesting that stores might boost their revenue and profitability by keeping hold of their present customers.