Social Dimension of Shopping Centers Operation: Managerial Perspectives

Josef Kunc, František Križan, Markéta Novotná and Kristína Bilková
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Josef Kunc: Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, 602 00 Brno, Czech Republic
František Križan: Department of Regional Geography and Regional Development, Faculty of Natural Sciences, Comenius University in Bratislava, 842 15 Bratislava, Slovakia
Markéta Novotná: Department of Regional Economics and Administration, Faculty of Economics and Administration, Masaryk University, 602 00 Brno, Czech Republic
Kristína Bilková: Institute of Geography, Slovak Academy of Sciences, 814 73 Bratislava, Slovakia

Sustainability, 2022, vol. 14, issue 2, 1-14

Abstract: Shopping centers do not operate in a vacuum but in a society of diverse stakeholders who influence their profit and growth. Therefore, shopping centers management addresses the problem of incorporating social dimensions in their management. The paper aims to identify and evaluate managerial approaches and marketing strategies of shopping centers in the Czech Republic in the context of social dimensions leading to sustainable operation. The research builds methodologically on an online questionnaire survey with top management of shopping centers. It took place at the turn of the years 2019/2020. Out of 88 Czech existing shopping centers, 30 completed responses were received (response rate 34%). The managerial approaches and marketing activities of shopping centers aimed at customers, internal employees, and tenants of the shopping centers were assessed. In addition to profit, the main social aspect on which the management of shopping centers places an emphasis is also loyalty. A properly set working environment and working conditions are essential to achieve higher employee productivity and consequently higher profits. The shopping centers should increase their social roles to preserve the well-being of their employees and enhance customer satisfaction.

Keywords: shopping centers; marketing management; customers; internal stakeholders; social dimension; Czech Republic (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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