Creation and evaluation of quality of shopping centers’ marketing offer

Maria Knecht-Tarczewska

Abstract

The purpose of this dissertation was introduction of shopping center marketing offer quality creation process and evaluation of this quality by shoppers. The theoretical part of the paper concerns 1) shopping centers characteristics and presentation of shopping center evolution against other retail formats worldwide and specifically on polish market, 2) introduction of shopping centers management process taking under special consideration creation of marketing offer and its quality together with proposition of model-based approach to shopping center clients service and 3) presentation of service performance evaluation methods. The empirical part of the dissertation focus on identification of attributes significance for evaluating performance of shopping centers and evaluation of this performance by shoppers. The results of the research enabled: 1) confirmation of usefulness of modified shopping centers service performance method, 2) identification of the most significant dimensions for evaluating the shopping centers performance in shoppers opinion, 3) evaluation of shopping centers performance against particular service quality dimensions, 4) segmentation of shopping centers clients based on differences in importance of particular service dimensions assigned by shoppers and based on demographic and behavioural analysis and 5) identification of differences in shopping center service quality between particular generations of shopping centers in shoppers opinion.
Diploma typeDoctor of Philosophy
Author Maria Knecht-Tarczewska
Maria Knecht-Tarczewska,,
-
Title in EnglishCreation and evaluation of quality of shopping centers’ marketing offer
Languagepl polski
Certifying UnitFaculty of Economic Sciences (ES)
Disciplineekonomia / nauki ekonomiczne(nauki ekonomiczne) / nauki społeczne()
Defense Date22-10-2013
End date22-10-2013
Supervisor Jarosław Woźniczka (ES / IM / DMM)
Jarosław Woźniczka,,
- Department of Marketing Management

Internal reviewers Krystyna Mazurek-Łopacińska (ES / IM / DMR)
Krystyna Mazurek-Łopacińska,,
- Department of Marketing Research
External reviewers Edyta Rudawska
Edyta Rudawska,,
-
Pages297
Keywords in Englishshopping center, quality, marketing-mix, SERVQUAL
Abstract in EnglishThe purpose of this dissertation was introduction of shopping center marketing offer quality creation process and evaluation of this quality by shoppers. The theoretical part of the paper concerns 1) shopping centers characteristics and presentation of shopping center evolution against other retail formats worldwide and specifically on polish market, 2) introduction of shopping centers management process taking under special consideration creation of marketing offer and its quality together with proposition of model-based approach to shopping center clients service and 3) presentation of service performance evaluation methods. The empirical part of the dissertation focus on identification of attributes significance for evaluating performance of shopping centers and evaluation of this performance by shoppers. The results of the research enabled: 1) confirmation of usefulness of modified shopping centers service performance method, 2) identification of the most significant dimensions for evaluating the shopping centers performance in shoppers opinion, 3) evaluation of shopping centers performance against particular service quality dimensions, 4) segmentation of shopping centers clients based on differences in importance of particular service dimensions assigned by shoppers and based on demographic and behavioural analysis and 5) identification of differences in shopping center service quality between particular generations of shopping centers in shoppers opinion.
Thesis file
DOKTOR_Maria Knecht-Tarczewska, Kształtowanie i ocena jakości oferty marketingowej centrów handlowych.pdf 1,68 MB

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