Refining and Validating Image Congruence, Satisfaction and Loyalty Amongst Mall Shoppers in India

Understanding of motives behind the shopping behaviour of mall shoppers can help the mall managers attract new customers and to retain existing shoppers. Mall loyalty is the key factor of interest for managers because a loyal customer will patronise the mall in future and will spread positive word of mouth about the mall. Mall loyalty is considerably influenced by mall satisfaction and similarity between shoppers’ self-image and mall image (image congruence). The relationships between these variables in Indian context are not elaborated in detail. Therefore, the scales measuring these variables are not well explored for Indian context. In the current study, the reliability of scales measuring all the four types of self-image congruence (actual, ideal, social and ideal social), customer satisfaction and mall loyalty are tested using various methods of item-to-total score correlation criteria. The findings also provide implications and limitations for future work.