Proposing a Model to Explain the Success of Shopping Mall in Iran

The main aim of this paper is to present a new model in order to identify and investigate the role of commercial complexes and parameters affecting success. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability. Sample of 386 customers of five Successful commercial complexes in Tehran was selected. Also, Structure Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) and two software packages "SPSS and LISREL" are used for analyzing the data. The findings indicate a significant impact of variables of commercial complex physical environment and desire to stay in commercial complex on Their success and the effects of this variable on customer’s loyalty, but the impact of the variable of customer’s sensation on commercial complex success is not approved.