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Managing the Shopping Center Ambience Attributes by Using Importance-Performance Analysis: The Case from Serbia

Author

Listed:
  • Jelica J. Marković
  • Lukrecija Djeri
  • Ivana Blešić
  • Adam Galamboš
  • Tamaš Galamboš

Abstract

This paper examined customers' perceived importance and performance of shopping center ambience on the examples of the Mercator shopping center and Sad Novi Bazaar shopping center in Novi Sad, Serbia. The shopping center ambience was examined through exterior and interior attributes. It was found that a number of them are very important to customers and their shopping behavior. According to the present research, the most important exterior attributes are: address and location, parking availability, congestion and traffic, exterior display windows and entrances. The most important interior attributes are: cleanliness, temperature, merchandise, lighting, music, scents, absence of tobacco smoke, width of aisles and P.A. usage. The paper also provided information for two studied shopping centers with ambience attributes that performed well or not and everything was presented on the importance-performance grids, which can serve managers as guidelines for further development.

Suggested Citation

  • Jelica J. Marković & Lukrecija Djeri & Ivana Blešić & Adam Galamboš & Tamaš Galamboš, 2014. "Managing the Shopping Center Ambience Attributes by Using Importance-Performance Analysis: The Case from Serbia," Central European Business Review, Prague University of Economics and Business, vol. 2014(2), pages 18-27.
    • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:2:id:81:p:18-27
    DOI: 10.18267/j.cebr.81
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    References listed on IDEAS

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    1. Stoel, Leslie & Wickliffe, Vanessa & Lee, Kyu Hye, 2004. "Attribute beliefs and spending as antecedents to shopping value," Journal of Business Research, Elsevier, vol. 57(10), pages 1067-1073, October.
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    More about this item

    Keywords

    shopping center ambience; importance-performance analysis; Mercator; Sad Novi Bazaar; Serbia;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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