KEY SUCCESS FACTOR IN SHOPPING CENTER

MANAGEMENT
(Source: Marta Frasquet, Spain)
SHOPPING CENTER RESOURCES AND
CAPABILITIES
Tangible Resources

 Accessibility
o Strategic location

o Easy of access

o Enough parking space

SHOPPING CENTER RESOURCES AND
CAPABILITIES
Tangible Resources
 Tenant Mix & Specialisation
o Variety in the tenant mix
o Variety of styles
o Quality of retailers
o Well known tenant
o Participation of chains & franchises
o Participations of hypermarket
o Participations of department store
o Participations of independent retailers
o Reasonable price
o Attractive leisure facilities
SHOPPING CENTER RESOURCES AND
CAPABILITIES
Tangible Resources
 Atmosphere

o Attractive architecture and design

o Attractive Sales promotion

o Attractive events & exhibitions

 Technologies Resources
o Ability of technologies applied to management
SHOPPING CENTER RESOURCES AND
CAPABILITIES
Intangible resources
 Service
o Free parking
o Customers service
o Long opening hours

 Human Resources
o Charismatic leader in the management team
o Professional in the management team
o Personnel specialized in marketing

 Financial Resource
o Availability of financial resource
SHOPPING CENTER RESOURCES AND
CAPABILITIES.
Capabilities
 Marketing
o Interest in customers satisfactions and loyalty

o Use of advertising campaigns

o Use of market research

o Public relations

o Monitoring of competitors

o Use of others marketing activities

SHOPPING CENTER RESOURCES AND
CAPABILITIES
Capabilities
 Tenant Mix Control
o Collaborations between tenant & management

o Management of vacant outlets

o Financial management
SHOPPING CENTER RESOURCES AND
CAPABILITIES
Capabilities
 Tangible resource are mainly the outcome of decisions during the
development process
 They are highly visible and now transferable, therefore they are easy to
imitate by potential entrants but not by actual competitors
 Intangible resource are more valuable and difficult to imitate, and are
bound to the people or have been obtained over a long period of time
 Finally, the capability are strongly related to the management process, and
allow to resources to be capitalized upon they are highly idiosyncratic and
very difficult to imitate
THE SENSE OF PLACE AT AGING SHOPPING
CENTER
(Source: Agus Sachari, Astrid Kusumowidagdo)
The Affective Factors
Physical Factors
 Physical factors are from the design of the place and the existing facilities
at both shopping centers. Physical conditions was factors needed for the
visitors to feel sense of place

Social Factors
 The presence of peers and employed of the store.
 The presence of friends and family, interactions bargain with the shop
owners.
 Togetherness with the community to play chess, karaoke.
The Affective Factors
Cultural Factors

 The presence of the products, cultures, and intimacy of

characteristic of people.

 The announces community events

 The unique impressions for the visitors

The Affective Factors
Age of Visitors Factor
 The age factor plays important factor to drive the
attachment of the place with the visitors. Those who
grew up with this shopping center share specific
memories about this factor
The Affective Factors
Memories Factors
 Memories factors are tied to the history of one’s life
in the past, especially for those whose usually visited
this shopping center when they were young.
 Visitors who are mostly frequently encountered here
are those who sometimes visited this place with their
family during childhood and adolescense time, as
revealed by the following opinions
The Affective Factors
Place Statisfaction Factor
 Place statisfaction factor in performing activities
during the process of searching the product,
interacting with the employees and shop owner.
Shopping with family and having social interaction
with friends.
Type of relations that occured
There are four relations found in the age of shopping
centers:
 Biography relations
 Functional relations
 Social relations
 Iconic relations
Type of relations that occured
Biography Relations
 The relation is caused by the life phase of the visitors who
have common grounds with the existense of shopping
center, an important past events and memories that were
happened.
Type of relations that occured
Functional Relations
 Functional relations were based the need of buying
something that is facilitated by this shopping center
 Facilities
 Have a strategic positions
 Easyly reached from all directions
 Variety of goods
Type of relations that occured
Social Relations
 Social relations can be described as a relationship formed by
The communication and interaction between:
o The visitors and other visitors
o The visitors with the employees of the store/shopping center
 Urban lifestyles
 Bargaining Activities
 Karaoke Joint
 Chinese Festivals
 Peranakan Culinary
Type of relations that occured
Iconic Relations
 A first to establish in the country
 Located at strategic place at the center of Jakarta
 Famous by distinctive architecture
 Wholesale center for eastern Indonesia
The depth of relation that occured
 Wants to linger in shopping center
 Love the shopping center atmosphere and want to be there much longer
 Attached to several places
 In the shopping center:
 There are unique bounds or attachments to certain places,
 The product is unique
 The closeness with the shop owners and the store atmosphere
 Active participations at the shopping center
 The visitors feel that the have a sense of belonging to the shopping center
 A variety of factors as explained in the discusion about affective factors

Fig. Three Aspects of Sense of Place at Shopping Centers

 LITERATURE REVIEW:
The Effect of Shopping Mall Attributes Toward
Customer Satisfaction
(Source: Cyntia Astono, 2004)
The Effect of Shopping Mall Attributes
Toward Customer Satisfaction
 Now days customer prefer shopping malls that provide a different
experience mostly in their physical design, also brings added value to
retailer’s products.
 Shopping mall as a design product must function as a creator of those
expected ecperience that can suit the current condition of the people both
for economic benefit as well as emotional benefit that is generated by
customer (William, 2006).
 Thus for shopping malls to design their effective marketing strategics, they
need to fulfill and pay attention towards all of the shopping mall’s
attributes that help to create the new expected shopping experience.
 The shopping malls attributes could be classified into several grouped.
 They are convenience, mall’s environment, tenant presence, service
quality (Wong et al, 2012) and marketing focus (Singh & Prastar, 2013).
Shopping Mall Attribute The Conceptual Framework

CONVINIENCE

MALL ENVIRONMENT

CUSTOMER
TENANT PRESENCE SATISFACTION

SERVICE QUALITY

MARKETING FOCUS
 Shopping Mall Attributes And The Sub
Attributes
Shopping Mall Attributes Sub Attributes
Convinience  Easy to be reach
 Operating hours is long enough
 Provide everything customer need
 Has accessible lifts
 Has accessible escalators
 Has a good floor plan
Mall’s Environment  Has a wide atrium
 Has a good temperature control
 Has a good illumination settings
 Has a good architectural design
 Is very clean
Tenant Presence  The tenant are selling a quality product
 There are wide variety of tenant available
 There are enough reputable brands within the shopping malls
 There are a wide variety of eatery
 There are existences of entertainment facilities (cinema, karaoke, playground, etc)
Service Quality  The customer service is very friendly
 The customer service is giving accurance information
 The sales people is very friendly
 The sales people is giving accurate information
 The security guard is really vigilant
Marketing Focus  Offer discount frequently
 Offer a sizeble discount
 Provide gift for customers
 Holds many attractive events (therapatic events, children live shows, exhibitions, fashion shows)
 Has informative conventional marketing tools (newspaper, posters, mall banners, billboard)
 Has infomative on line marketing tools (website, facebook, twitter, instagram)