ABSTRACT
Several shopping malls are in operation in the recent years. These shopping malls draw buyers to distinguish themselves from the competition and to achieve success in a competitive market. They accomplish this by showcasing the appealing aspects of the mall from the viewpoint of the customer and recognizing the actions of the buyer. This chapter aims to analyze the influence of Facilities (FA), Products (PR), Promotion Price (PRP), Staff (ST), Customer Service (CS), and Convenience (CO) on Mall Attractiveness (MA) in the COVID-19 pandemic in Vietnam. Data were collected from Vietnam consumers living in Ho Chi Minh City and who habitually usually go to shopping malls. We used R 4.0.2 for analyzing statistics. The results show that the Facilities (FA), Product (PR), Promotion Price (PRP), Staff (ST), Customer Service (CS), and Convenience (CO) have had an important and positive impact on Mall Attractiveness (MA) in the COVID-19 Pandemic. Previous studies revealed that using linear regression. This study uses the optimal choice by the Application of the Bayesian Algorithm (BIC) for Mall Attractiveness.
