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

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

Producción científica: Libro o Capítulo del libro Contribución a la conferenciarevisión exhaustiva

Resumen

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.

Idioma originalInglés estadounidense
Título de la publicación alojadaManagement, Tourism and Smart Technologies - ICMTT 2023 Volume 2
EditoresCarlos Montenegro, Álvaro Rocha, Juan Manuel Cueva Lovelle
EditorialSpringer Science and Business Media Deutschland GmbH
Páginas137-147
-11
ISBN (versión impresa)9783031437328
DOI
EstadoIndizado - 2024
EventoInternational Conference on Management, Tourism and Technologies, ICMTT 2023 - Bogotá, Colombia
Duración: 4 may. 20236 may. 2023

Serie de la publicación

NombreLecture Notes in Networks and Systems
Volumen774
ISSN (versión impresa)2367-3370
ISSN (versión digital)2367-3389

Conferencia

ConferenciaInternational Conference on Management, Tourism and Technologies, ICMTT 2023
País/TerritorioColombia
CiudadBogotá
Período4/05/236/05/23

Nota bibliográfica

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

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