The Generation of Enjoyable Buying Experiences as the Basis for Managing Shopping Centres in Vizcaya

Abstract

In this empiric paper a study of the current situation in shopping centres in Viscaya is carried out, with the central aim of analysing the importance given by these formats to the generation of enjoyable buying experiences, as a strategic and differentiating factor in commercial management. To this end, this paper carries out a review of the theoretical contributions that support the need to take action on the design and settings of shopping centres based on a study of the effect of ambient variables on the shopping experience, in the generation of emotions and, in general, the cognitive-affective-behavioural sequence of shopping centre consumers. An empiric research of a qualitative type was decided upon (based on personal interviews of shopping centre managers and of professionals and experts in the sector), through which conclusions were obtained on the state of the sector, on marketing strategies and ambient variables management, on consumer buying styles as well as their buying conduct. Among the most noteworthy conclusions was that the customer, when going to a shopping centre, goes not only with the intention of buying, but also with the desire to have a complete consumption and emotional experience, and must therefore be taken into account by shopping centre managers in their management strategies if they wish to obtain maximum profitability from their commercial space.