Mall Management Strategies for Enhancing the Retailers’ Satisfaction
M.S.R.SESHA GIRI, Y.R.KRISHNA
Indian malls; retailers; ambience; entertainment; mall operators store atmosphere, service
This current study discovers the need of mall management strategies for enhancing the retailers’ satisfaction in India. Growth in organized retail formats in India has been boosted by the liberalization policies pursued by the government. The transformation in the retail landscape is apparent, as malls are being set-up across the country. The purpose was to understand the retailers’ reasons for selecting a mall, and the predictors to their satisfaction with a mall towards improving patronage in the shoppers. The social association that the consumer relates to the experience of shopping depends on the environment of the store. Research has given priority to customers’ perception and behaviour towards malls. There is little research from the retailers’ perspective. This paper explores retailers’ satisfaction towards malls. Developing a store image that is culturally significant for the shopper will help form the retailer’s image and reputation. The questionnaire was administered on mall retailers. Our focus was retailers having outlets in malls in Hyderabad and Secunderabad. Retailers were asked to complete a structured questionnaire in which they had to indicate their agreement on a 5-point Likert type scale (1 – strongly disagree, 5 – strongly agree). A questionnaire based on a five-item Likert scale, as well as Systematic sampling, was employed for data collection. Data analysis was accomplished using SPSS software. The results show that the correlation is positive between retailer satisfaction and mall management. There was no positive relationship of entertainment and ambience of the malls with retailers’ satisfaction towards malls. The results suggest that Indian retailers give more emphasis to efficient space allocation, layout management and promotional endeavours taken up by mall owners while selecting a mall. The availability of services, marketing and professional management of malls is considered imperative by mall retailers. Retailers’ satisfaction with malls is affected by efficient mall management and can be increased by professional mall management, arrangement of stores, promotional activities and inclusion of anchor stores.