Outlets malls of the future: an approach to customer’s expectations

Tamar Buil López-Menchero, Pedro Mata García, María Gomez Campillo and Juan-Francisco Delgado-de Miguel

Economic Research-Ekonomska Istraživanja, 2021, vol. 34, issue 1, 2593-2608

Abstract: In recent years, the number of outlets has increased significantly; however, little research has been done with reference to users’ expectations about the outlets in the years to come. Our research tries to determine which expectations customers have about the future outlet mall in terms of stores, entertainment venues and technological innovation, and whether these expectations are conditioned by demographic factors. We examined a sample of 1531 respondents from an online panel survey. We used the chi-square test of independence to compare proportions among demographic characteristics. Our findings showed that there are significant differences between men’s and women’s expectations when analysing stores categories. Personal factors, like age and occupation, condition preferences over leisure activities and technological innovations. These results represent an important starting point for decision makers who wish to manage outlet malls based on a customer-centric strategy.

Date: 2021
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DOI: 10.1080/1331677X.2020.1835519

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