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
N1 - Publisher Copyright:
© 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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.
KW - Experiential marketing
KW - consumer
KW - retail
KW - shopping center
UR - http://www.scopus.com/inward/record.url?scp=85181982421&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-43733-5_13
DO - 10.1007/978-3-031-43733-5_13
M3 - Conference contribution
AN - SCOPUS:85181982421
SN - 9783031437328
T3 - Lecture Notes in Networks and Systems
SP - 137
EP - 147
BT - Management, Tourism and Smart Technologies - ICMTT 2023 Volume 2
A2 - Montenegro, Carlos
A2 - Rocha, Álvaro
A2 - Cueva Lovelle, Juan Manuel
T2 - International Conference on Management, Tourism and Technologies, ICMTT 2023
Y2 - 4 May 2023 through 6 May 2023
ER -