<p>This study employs hierarchical Bayesian binomial logit models to examine the store image indicators that influence customer satisfaction at competing shopping malls in Malaysia, and whether area attractiveness and brand asset indicators affect shopping mall satisfaction. We construct proposed shopping mall satisfaction and area attractiveness ranking models for quantification with store image indicators and area attractiveness as explanatory variables, and the area attractiveness ranking model uses area brand asset indicators. The areas under assessment are Subang Jaya and Petaling Jaya. The shopping malls examined in this study are Sunway Pyramid, located in Subang Jaya, and 1Utama shopping center, located in Petaling Jaya. As the two areas are adjacent, the malls share a competitive relationship. We also estimate the two models simultaneously, providing measures to enhance shopping mall satisfaction and area attractiveness based on the estimation results of the models.</p>