Experience Marketing Management for Commercial Success in a Shopping Mall in Peru

Paredes-Rivadeneyra E.D.; Cordova-Buiza F.; Torres-Linares C.A. · Lecture Notes in Networks and Systems (2024) · DOI: 10.1007/978-3-031-43733-5_13

Resumen

This article aims to establish the relationship between experience marketing and the commercial success of Megaplaza Independencia, a mall located in Lima, the capital of Peru. The research has a non-experimental design, of correlational scope. For data collection, the survey was applied, the instrument was the questionnaire with the Likert scale. Likewise, the documentary analysis technique was used for the review of the financial statements of the Shopping Center, both validated by Cronbach’s Alpha. The results show that experience marketing strategies such as having a variety of available brands, organizing events and sales promotions, allow obtaining commercial success, which is reflected in increased sales revenue, greater affluence and increased leasable area. This research concluded that there is a weak positive relationship between experience marketing and the commercial success of Megaplaza Independencia.

Instituciones: Universidad Continental; Universidad Privada del Norte