Key Factors In Tenant Loyalty, The Case Of Commercial Boxes In Antananarivo's Shopping Malls, Madagascar

Liza Holiarivony Elsie RAVELOSON

Abstract


Tenant loyalty ensures the stability and growth of real estate companies. The present study focuses on determining the factors impacting on the loyalty of retail box tenants in shopping centers in Antananarivo. A pre-survey of a sample of 46 shopping center property owners and managers identified and clarified the main problems encountered by this type of business. Several factors are suggested as influencing tenant satisfaction, such as technical dimensions, functional dimensions and service quality. These three relationships form the first three hypotheses of the study. Secondly, the satisfaction of these customers is assumed to influence their loyalty, a relationship forming the fourth hypothesis of the research. A final sample of 234 individuals was defined, made up of the tenants of the commercial boxes, in order to study their loyalty. Analysis of the data collected, carried out using structural equation modelling and Smart PLS, showed a positive and significant correlation between the technical dimension, the functional dimension, relational quality and satisfaction of commercial box tenants in Antananarivo. The results also showed that the loyalty of commercial tenants is positively influenced by their satisfaction. This study underlines the importance for the real estate companies studied to consider the aforementioned factors in order to improve their tenant retention strategies and thus establish lasting relationships with their tenants.

Keywords


Key Factors, Loyalty, Tenant, Shopping Boxes, Antananarivo Shopping Malls, Madagascar

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DOI: http://dx.doi.org/10.52155/ijpsat.v49.2.7055

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