Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics
This study examines the collaborative impact of Customer Relationship Management (CRM) between shopping mall management and retailers on customer traffic. Through a multiple case study involving 30 interviews with managers from various traditional shopping malls and factory outlets, the research hig...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-01-01
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| Series: | Administrative Sciences |
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| Online Access: | https://www.mdpi.com/2076-3387/15/1/31 |
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| author | Manuel García-Nieto Juan Manuel Ramón-Jerónimo Raquel Flórez-López |
| author_facet | Manuel García-Nieto Juan Manuel Ramón-Jerónimo Raquel Flórez-López |
| author_sort | Manuel García-Nieto |
| collection | DOAJ |
| description | This study examines the collaborative impact of Customer Relationship Management (CRM) between shopping mall management and retailers on customer traffic. Through a multiple case study involving 30 interviews with managers from various traditional shopping malls and factory outlets, the research highlights how tailored CRM strategies, such as tenant mix, accessibility, and customer engagement, foster customer satisfaction and loyalty, ultimately affect performance. Mall management focuses on attracting visitors by building a strong mall image and creating partnerships, whereas retailers emphasize customer retention through loyalty programs and personalized services. The study finds that proactive, collaborative CRM efforts, such as setting shared objectives and aligning strategies, significantly enhance customer experience and mall performance. However, existing CRM measurement systems often overlook the integrated nature of mall and retailer relationships, limiting the assessment of CRM outcomes. This research proposes an integrated model to assess CRM effectiveness across multiple organizational levels, providing insights into optimizing CRM policies to drive customer satisfaction, retention, and mall success. Limitations include the study’s focus on physical malls, with future research suggested to explore CRM adaptations bridging physical retail and e-commerce environments. |
| format | Article |
| id | doaj-art-5f0926f6c67b4e22b82e3c93dc5f5715 |
| institution | Kabale University |
| issn | 2076-3387 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj-art-5f0926f6c67b4e22b82e3c93dc5f57152025-01-24T13:15:23ZengMDPI AGAdministrative Sciences2076-33872025-01-011513110.3390/admsci15010031Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration EmpiricsManuel García-Nieto0Juan Manuel Ramón-Jerónimo1Raquel Flórez-López2Department of Financial Economics and Accounting, Pablo de Olavide University, 41013 Seville, SpainDepartment of Financial Economics and Accounting, Pablo de Olavide University, 41013 Seville, SpainDepartment of Financial Economics and Accounting, Pablo de Olavide University, 41013 Seville, SpainThis study examines the collaborative impact of Customer Relationship Management (CRM) between shopping mall management and retailers on customer traffic. Through a multiple case study involving 30 interviews with managers from various traditional shopping malls and factory outlets, the research highlights how tailored CRM strategies, such as tenant mix, accessibility, and customer engagement, foster customer satisfaction and loyalty, ultimately affect performance. Mall management focuses on attracting visitors by building a strong mall image and creating partnerships, whereas retailers emphasize customer retention through loyalty programs and personalized services. The study finds that proactive, collaborative CRM efforts, such as setting shared objectives and aligning strategies, significantly enhance customer experience and mall performance. However, existing CRM measurement systems often overlook the integrated nature of mall and retailer relationships, limiting the assessment of CRM outcomes. This research proposes an integrated model to assess CRM effectiveness across multiple organizational levels, providing insights into optimizing CRM policies to drive customer satisfaction, retention, and mall success. Limitations include the study’s focus on physical malls, with future research suggested to explore CRM adaptations bridging physical retail and e-commerce environments.https://www.mdpi.com/2076-3387/15/1/31customer relationship managementshopping mallcustomer satisfactioncustomer retention |
| spellingShingle | Manuel García-Nieto Juan Manuel Ramón-Jerónimo Raquel Flórez-López Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics Administrative Sciences customer relationship management shopping mall customer satisfaction customer retention |
| title | Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics |
| title_full | Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics |
| title_fullStr | Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics |
| title_full_unstemmed | Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics |
| title_short | Effectiveness of Customer Relationship Management in Shopping Malls: Mall–Retailer Collaboration Empirics |
| title_sort | effectiveness of customer relationship management in shopping malls mall retailer collaboration empirics |
| topic | customer relationship management shopping mall customer satisfaction customer retention |
| url | https://www.mdpi.com/2076-3387/15/1/31 |
| work_keys_str_mv | AT manuelgarcianieto effectivenessofcustomerrelationshipmanagementinshoppingmallsmallretailercollaborationempirics AT juanmanuelramonjeronimo effectivenessofcustomerrelationshipmanagementinshoppingmallsmallretailercollaborationempirics AT raquelflorezlopez effectivenessofcustomerrelationshipmanagementinshoppingmallsmallretailercollaborationempirics |