Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity

What factors drive mall loyalty of male and female shoppers? A literature-based model was tested in two North American shopping malls (regular and upscale) with 905 shoppers (476 women and 429 men). The findings reveal that atmosphere affects mall loyalty and shoppers' identification with the mall. In the case of male shoppers, the drivers of mall loyalty are mall atmosphere, prices, and identification with the mall. With female shoppers, the drivers are mall's atmosphere, its physical design, and the perceived quality of products and services. The findings should guide managers in the allocation of resources to enhance mall image and attract more male shoppers.