Effectiveness of customer relationship management in shopping malls: Mall-retailer collaboration empirics

This study examines the collaborative impact of Customer Relationship Management (CRM) between shopping mall management and retailers on customer traffic. Through a multiple case study involving 30 interviews with managers from various traditional shopping malls and factory outlets, the research highlights how tailored CRM strategies, such as tenant mix, accessibility, and customer engagement, foster customer satisfaction and loyalty, ultimately affect performance. Mall management focuses on attracting visitors by building a strong mall image and creating partnerships, whereas retailers emphasize customer retention through loyalty programs and personalized services. The study finds that proactive, collaborative CRM efforts, such as setting shared objectives and aligning strategies, significantly enhance customer experience and mall performance. However, existing CRM measurement systems often overlook the integrated nature of mall and retailer relationships, limiting the assessment of CRM outcomes. This research proposes an integrated model to assess CRM effectiveness across multiple organizational levels, providing insights into optimizing CRM policies to drive customer satisfaction, retention, and mall success. Limitations include the study's focus on physical malls, with future research suggested to explore CRM adaptations bridging physical retail and e-commerce environments.