1st Edition
Shopping Centre Marketing Value Creation and Customer Engagement
There are almost 10,000 shopping centres in Europe, and in the United States there are over 100,000, many of which have entered the end-of-life phase due to growing e-retail. Therefore, the issue of how customers perceive the value of these facilities and customer engagement in the relationship with the shopping centre is becoming increasingly important.
In this book, the authors evaluate the relationship between the perceived value of a shopping centre and customer engagement by identifying consumer motives, purchase behaviour and responsiveness to marketing strategies. It offers an analysis of the conceptualisation and history of shopping centres and utilises both theoretical and empirical research, presenting results from extensive studies and building a framework for value creation in retail spaces.
The book will find a wide audience among scholars interested in marketing and retail management. The practical implications discussed will also provide further research opportunities and insights for astute practitioners.
List of Tables
List of Figures
Introduction
1 Shopping centres as a retail format
1.1 Contemporary understanding of the term “shopping centre”
1.2 The origin and development of shopping centres
1.3 A shopping centre and its stakeholders
1.4 Customer behaviour in shopping centre space
2 Customer engagement in the context of value creation
2.1 Customer engagement: concept, motives and forms of engagement
2.2 Value in marketing
2.3 Creating customer value
2.4 Relationship between customer engagement and customer value
3 A Shopping centre as a space for creating value
3.1 A shopping centre’s value proposition – factors of attractiveness
3.2 The perceived value of a shopping centre and its dimensions
3.3 How a shopping centre creates value
3.4 Research methodology
4 The perceived value of a shopping centre and customer engagement
4.1 The exploratory phase of research
4.2 Forms and motives of the engagement of the shopping centre customer
in the context of research
4.3 Components of shopping centre value in the opinion of customers
4.4 The typology of shopping centre customers
4.5 The impact of shopping centre value on customer engagement
Conclusions and recommendations for shopping centre managers
Annex 1
Annex 2
Annex 3
Biography
Piotr Krowicki is a graduate of interdisciplinary PhD studies and is currently Assistant Professor at the Department of Management at the WSB University in Dąbrowa Górnicza.
Grzegorz Maciejewski is Professor at the University of Economics in Katowice, and Head of the Market and Consumption Department.
