Impact Marketing Strategies and Promotional Components and Customer Retention: an Exploratory Study Based on Shopping Centers in Hongkong

Abstract

An analysis of the shopping mall sector in Hong Kong, focusing on the connection between marketing strategy and customer retention, and the identification of the key elements of marketing strategy used to increase and sustain patronage. There has been a substantial increase in economic growth during the last several decades. Shoppers' preferences have shifted as well, from open-air marketplaces to climate-controlled shopping malls, where they may browse at their leisure. Due in large part to this transformation, circumstances and an atmosphere have emerged that are conducive to the shopping centre industry's meteoric rise. The manager of a shopping centre has recently placed a greater emphasis on investigating how the center's marketing strategy can help in maintaining the center's existing clientele in order to boost the center's patronage and rental income in light of the intense competition that exists between shopping centres and the growing recognition of the importance of maintaining customer loyalty within the shopping centre industry. After reviewing the related literature, consumers now know which components of marketing for shopping centres are most crucial to the industry. Large-scale shopping malls in a number of different nations commissioned a poll to learn more about consumers' attitudes about various marketing factors that might influence their likelihood to return to the mall.