شناسایی و تبیین موفقیت در مراکز خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 استادیار دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

3 استاد دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

شناسایی عوامل تعیین­کننده موفقیت مراکز خرید می‌تواند راهنمای سرمایه­گذاران این حوزه باشد و از ورشکستگی مراکز خرید جلوگیری نماید. براین اساس هدف این پژوهش طراحی الگویی برای موفقیت مراکز خرید در ایران تعیین شده است. این پژوهش بر اساس نتیجه، توسعه­ای، از نظر هدف کاربردی  و از نظر نوع داده نیز از شیوه آمیخته یا ترکیبی بهره می‌برد. جامعه آماری مورد مطالعه در این پژوهش مشتمل بر مدیران اجرایی، خبرگان و پژوهشگران حوزه مراکز خرید در شهرهای اصفهان و تهران است. روش جمع‌آوری اطلاعات، مصاحبه­های عمیق و نیمه ساختاریافته است. تحلیل داده‌های کیفی با بهره‌گیری از تحلیل مضمون و شبکه مضامین صورت گرفته است و در بخش کمّی از طریق معادلات ساختاری مورد تأیید قرار گرفته است. نتایج نشان داد، شش عامل کلیدی شامل عوامل موقعیت مکانی، عوامل مدیریت مرکز خرید، عوامل مالکیت و مستأجران، عوامل کالا وخدمات، عوامل بازاریابی، و عوامل معماری و طراحی در موفقیت مراکز خرید نقش دارند. سرمایه‌گذاری در مراکز خرید باید با توجه به عوامل شناسایی شده صورت گیرد و سرمایه‌گذاران اقتصادی بودن مراکز خرید را با توجه به این عوامل ارزیابی نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

Discovering key success factors in shopping centers: a qualitative study

نویسندگان [English]

  • Gholamhosein Ahmadi 1
  • Ali Kazemi 2
  • Bahram Ranjbarian 3
1 Ph.D. Student in Marketing Management, Faculty of Economic and administrative Sciences, University of Isfahan, Isfahan, Iran
2 Assistant Professor, Faculty of Economic and administrative Sciences, University of Isfahan, Isfahan, Iran
3 Professor, Faculty of Economic and administrative Sciences, University of Isfahan, Isfahan, Iran
چکیده [English]

The recognition of success factors of shopping malls could be a lead for investors and it also could prevent the bankruptcy of the shopping centers and malls. The object of this study is to design a success pattern for shopping malls in Iran.This study is applied and mixed or hybrid in terms of purpose and type of data, respectively. Statistical population is experts, executive managers and the customers of shopping centers in Tehran, Isfahan, and Mashhad provinces. Semi-structural interviews were done and the collected data was analyzed by theme analysis.  Furthermore, to examine the relationship between variables in the model, structural equation modeling (path analysis) was run in the Lisrel Software. Findings indicated that six factors are critical for the success of shopping centers including: 1) geographical situation factors, 2) owners and renters’ factors, 3) shopping center management factors, 4) goods and services factors, 5) marketing factors, and 6) design and architecture factors. Investment in shopping centers should be conducted based on the identified factors and investors can evaluate the feasibility of shopping centers’ projects according to the identified success factors.

کلیدواژه‌ها [English]

  • Shopping centers
  • Success factors
  • Investment
  • Themes network
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