Assessing Customer Preferences for Shopping Centers: Effects of Functional and Communication Factors

Miglė Černikovaitė, Žaneta Karazijienė, Lina Bivainienė and Valdas Dambrava
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Miglė Černikovaitė: Department of Communication, Faculty of Human and Social Studies, Mykolas Romeris University, 08303 Vilnius, Lithuania
Žaneta Karazijienė: Department of Economics Engineering, Faculty of Business Management, Vilnius Gediminas Technical, University, 10223 Vilnius, Lithuania
Lina Bivainienė: Department of Advertising and Communication, Faculty of Business Management, Vilniaus Kolegija/ University of Applied Sciences, 08303 Vilnius, Lithuania
Valdas Dambrava: Department of Advertising and Communication, Faculty of Business Management, Vilniaus Kolegija/ University of Applied Sciences, 08303 Vilnius, Lithuania

Sustainability, 2021, vol. 13, issue 6, 1-17

Abstract: Retail companies operating in Lithuania are very important for the national economy. Domestic consumption has remained one of the most important drivers of Lithuania’s economic development. The objective of this article is to investigate the customer preferences and to identify selected factors of shopping centers in Vilnius, Lithuania. The study of Vilnius shopping centers is based on a complex model that integrates the following factors: shopping center goods and services, customer service, image factors, physical factors, situational factors and demographic characteristics of target consumers. Expert interviews aimed to determine the customer preference factors by perception of professional experts in relation to the phenomenon under study. The consumer survey questionnaire focuses on all the identified factors that determine the choice of a shopping center. This article identifies theoretical factors for the selection of retail shopping centers, reviews the market trends and peculiarities of Vilnius shopping centers, evaluates the factors for the selection and assess functional, emotional and communicational consumer preferences for the choice of Vilnius shopping centers.

Keywords: retail companies; shopping centers; attraction factors; functional; communication and emotional factors; customer preferences (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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