Experience Marketing Management for Commercial Success in a Shopping Mall in Peru

Elsa Denisse Paredes-Rivadeneyra, Franklin Cordova-Buiza, Claudia Amparo Torres-Linares

Research output: Chapter in Book/ReportConference contributionpeer-review

Abstract

This article aims to establish the relationship between experience marketing and the commercial success of Megaplaza Independencia, a mall located in Lima, the capital of Peru. The research has a non-experimental design, of correlational scope. For data collection, the survey was applied, the instrument was the questionnaire with the Likert scale. Likewise, the documentary analysis technique was used for the review of the financial statements of the Shopping Center, both validated by Cronbach’s Alpha. The results show that experience marketing strategies such as having a variety of available brands, organizing events and sales promotions, allow obtaining commercial success, which is reflected in increased sales revenue, greater affluence and increased leasable area. This research concluded that there is a weak positive relationship between experience marketing and the commercial success of Megaplaza Independencia.

Original languageAmerican English
Title of host publicationManagement, Tourism and Smart Technologies - ICMTT 2023 Volume 2
EditorsCarlos Montenegro, Álvaro Rocha, Juan Manuel Cueva Lovelle
PublisherSpringer Science and Business Media Deutschland GmbH
Pages137-147
Number of pages11
ISBN (Print)9783031437328
DOIs
StateIndexed - 2024
EventInternational Conference on Management, Tourism and Technologies, ICMTT 2023 - Bogotá, Colombia
Duration: 4 May 20236 May 2023

Publication series

NameLecture Notes in Networks and Systems
Volume774
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

ConferenceInternational Conference on Management, Tourism and Technologies, ICMTT 2023
Country/TerritoryColombia
CityBogotá
Period4/05/236/05/23

Bibliographical note

Publisher Copyright:
© 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords

  • Experiential marketing
  • consumer
  • retail
  • shopping center

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