SADEGHIAN, Mona; HEIDARZADEH HANZAEE, Kambiz; MANSOURIAN, Yazdan    KHONSIAVASH, Mohsen. Investigation the effective factors on malls patronage: a qualitative research approach. []. , 16, 72, pp. 204-209.   02--2020. ISSN 1990-8644.

An important issue of shopping malls and shopping centers brands, attracting more visitors and customers to these multi-purpose shopping malls and centers sales more in order to receive more success for brands beyond the multipurpose shopping malls or shopping centers. Also, more profitability of investors in investing in this area, lead us to the purpose of this study by investigating the factors affecting more on the patronage of multipurpose shopping malls and shopping centers. The methodology of this research is qualitative research by phenomenology approach, via depth interviews on 15 participants who have at least, one shopping mall and shopping center visiting and purchasing their FMCG needs there. In this study, shopping malls customers lived experience from multi-purpose shopping malls and centers explored and the factors affecting shopping mall and shopping centers patronage intention investigated. Also, we analyzed the finding of depth interview by using three-stage of the phenomenological approach of qualitative coding such as open coding, axial coding as well as selective coding. Finally, in this study, we found that independent variables such as shopping mall and shopping center value and the other independents variable as shopping mall and shopping center perception have the greatest impact on multi-purpose shopping malls customer patronage.

: Mall patronage intention; mall perception; shopping value; mall environment; mall recognition.

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