Explanation and Design of a Success Model for Shopping Malls Based on Grounded Theory | ||
| The International Journal of Humanities | ||
| Article 7, Volume 23, Issue 3, 2016, Pages 97-120 PDF (292.44 K) | ||
| Authors | ||
| Alireza Bakhshizadeh; Asadollah Kordnaeij* ; mohammadreza asadollahi; Seyed Hamid Khodadad Hosseini; Parviz Ahmadi | ||
| Abstract | ||
| In recent years, the construction of shopping Malls has been increasingly grown across the country. But only some of them have been successful to accommodate a large number of visitors while the other ones are constantly changing the commercial units’ use. Meanwhile the lack of demand for commercial units in form of multi-purpose complexes as well as recent general recession in country’s business has aroused this situation. Research conducted on shopping Malls are mostly focused on sale of place, marketing and financing as well as a few studies on the factors associated with success of these complexes. So it is necessary to discuss about the factors affecting the success of shopping Malls which is a very new subject. The main issue of this research is to provide a success model of shopping Malls considering the unique characteristics in Iran. The method used for this research is qualitative one (grounded theory) and its nature is applied-developmental. Data was collected through a deep interview with professors, experts in construction, handover and operation of shopping Malls and sale brokers for commercial real estate and sampling is done via snowball method. Data has been collected by clarifying the subject and when it reaches the saturation point, "open coding" is carried out. Then concepts are extracted and the factors are completed after focusing on the subject and finding links by “axial coding”. Finally, the specific dimensions and a conceptual model called “success model for shopping Malls” have been presented by “selective coding”. | ||
| Keywords | ||
| Marketing; MALL; Shopping Mall; Model of success | ||
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