Social Dimension of Shopping Centers Operation: Managerial Perspectives


KUNC Josef KRIŽAN František NOVOTNÁ Markéta BILKOVÁ Kristína

Year of publication 2022
Type Article in Periodical
Magazine / Source Sustainability
MU Faculty or unit

Faculty of Economics and Administration

Web odkaz na web časopisu
Keywords shopping centers; marketing management; customers; internal stakeholders; social dimension; Czech Republic
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Description Shopping centers do not operate in a vacuum but in a society of diverse stakeholders who influence their profit and growth. Therefore, shopping centers management addresses the problem of incorporating social dimensions in their management. The paper aims to identify and evaluate managerial approaches and marketing strategies of shopping centers in the Czech Republic in the context of social dimensions leading to sustainable operation. The research builds methodologically on an online questionnaire survey with top management of shopping centers. It took place at the turn of the years 2019/2020. Out of 88 Czech existing shopping centers, 30 completed responses were received (response rate 34%). The managerial approaches and marketing activities of shopping centers aimed at customers, internal employees, and tenants of the shopping centers were assessed. In addition to profit, the main social aspect on which the management of shopping centers places an emphasis is also loyalty. A properly set working environment and working conditions are essential to achieve higher employee productivity and consequently higher profits. The shopping centers should increase their social roles to preserve the well-being of their employees and enhance customer satisfaction.
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