Directions of increasing the efficiency of shopping center functioning based on consumer experience maximization
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2018, Vol 5, Issue 90
Abstract
Annotation. The purpose of the article is to analyze the modern environment of the shopping centers functioning and to determine the ways to increase the efficiency of their activities based on the consumer experience maximization. The article is devoted to the study of the effectiveness of the shopping center functioning on the basis of the offer to consumers of a unique value proposition. Methodology of research. The solution of the tasks set in the article has been carried out with the help of such general scientific and special research methods: analysis and synthesis, systematization and generalization, and a dialectical approach. Findings. The directions for improving the efficiency of domestic shopping centers in the context of the development of omnichannel trade and changes in consumer behavior have been determined. The concept of a shopping center, strengthening of positioning, regular improvement of tenant-mix, service innovations, marketing programs, inclusion of clients in creating a positive image of a shopping center are the basis for building visitor loyalty and competitive advantages. Practical value. The article substantiates that the implementation of the proposed activities will contribute to the growth of the efficiency of shopping centers, to increase the level of satisfaction of consumer needs by maximizing their consumer experience. The main scientific provisions of the article can be used in the practice of retailers.
Authors and Affiliations
V. Lisitsa, I. Yurko, E. Mykhaylenko
Keywords
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