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

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

doi:10.1007/978-3-031-43733-5_13

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

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

Faculty of Business Sciences

Research output: Chapter in Book/Report › Conference contribution › peer-review

4 Scopus citations

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 language	American English
Title of host publication	Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2
Editors	Carlos Montenegro, Álvaro Rocha, Juan Manuel Cueva Lovelle
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	137-147
Number of pages	11
ISBN (Print)	9783031437328
DOIs	https://doi.org/10.1007/978-3-031-43733-5_13
State	Indexed - 2024
Event	International Conference on Management, Tourism and Technologies, ICMTT 2023 - Bogotá, Colombia Duration: 4 May 2023 → 6 May 2023

Publication series

Name	Lecture Notes in Networks and Systems
Volume	774
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	International Conference on Management, Tourism and Technologies, ICMTT 2023
Country/Territory	Colombia
City	Bogotá
Period	4/05/23 → 6/05/23

Bibliographical note

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

Keywords

Experiential marketing
consumer
retail
shopping center

Access to Document

10.1007/978-3-031-43733-5_13

Cite this

Paredes-Rivadeneyra, E. D., Cordova-Buiza, F., & Torres-Linares, C. A. (2024). Experience Marketing Management for Commercial Success in a Shopping Mall in Peru. In C. Montenegro, Á. Rocha, & J. M. Cueva Lovelle (Eds.), Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2 (pp. 137-147). (Lecture Notes in Networks and Systems; Vol. 774). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-43733-5_13

Paredes-Rivadeneyra, Elsa Denisse ; Cordova-Buiza, Franklin ; Torres-Linares, Claudia Amparo. / Experience Marketing Management for Commercial Success in a Shopping Mall in Peru. Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2. editor / Carlos Montenegro ; Álvaro Rocha ; Juan Manuel Cueva Lovelle. Springer Science and Business Media Deutschland GmbH, 2024. pp. 137-147 (Lecture Notes in Networks and Systems).

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title = "Experience Marketing Management for Commercial Success in a Shopping Mall in Peru",

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{\textquoteright}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.",

keywords = "Experiential marketing, consumer, retail, shopping center",

author = "Paredes-Rivadeneyra, {Elsa Denisse} and Franklin Cordova-Buiza and Torres-Linares, {Claudia Amparo}",

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Paredes-Rivadeneyra, ED, Cordova-Buiza, F & Torres-Linares, CA 2024, Experience Marketing Management for Commercial Success in a Shopping Mall in Peru. in C Montenegro, Á Rocha & JM Cueva Lovelle (eds), Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2. Lecture Notes in Networks and Systems, vol. 774, Springer Science and Business Media Deutschland GmbH, pp. 137-147, International Conference on Management, Tourism and Technologies, ICMTT 2023, Bogotá, Colombia, 4/05/23. https://doi.org/10.1007/978-3-031-43733-5_13

Experience Marketing Management for Commercial Success in a Shopping Mall in Peru. / Paredes-Rivadeneyra, Elsa Denisse; Cordova-Buiza, Franklin; Torres-Linares, Claudia Amparo.
Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2. ed. / Carlos Montenegro; Álvaro Rocha; Juan Manuel Cueva Lovelle. Springer Science and Business Media Deutschland GmbH, 2024. p. 137-147 (Lecture Notes in Networks and Systems; Vol. 774).

Research output: Chapter in Book/Report › Conference contribution › peer-review

TY - GEN

T1 - Experience Marketing Management for Commercial Success in a Shopping Mall in Peru

AU - Paredes-Rivadeneyra, Elsa Denisse

AU - Cordova-Buiza, Franklin

AU - Torres-Linares, Claudia Amparo

PY - 2024

Y1 - 2024

N2 - 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.

AB - 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.

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KW - consumer

KW - retail

KW - shopping center

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DO - 10.1007/978-3-031-43733-5_13

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BT - Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2

A2 - Montenegro, Carlos

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PB - Springer Science and Business Media Deutschland GmbH

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Y2 - 4 May 2023 through 6 May 2023

ER -

Paredes-Rivadeneyra ED, Cordova-Buiza F, Torres-Linares CA. Experience Marketing Management for Commercial Success in a Shopping Mall in Peru. In Montenegro C, Rocha Á, Cueva Lovelle JM, editors, Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2. Springer Science and Business Media Deutschland GmbH. 2024. p. 137-147. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-43733-5_13

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

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

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Cite this