Designing and testing the success model of shopping centres in Iran. (17th August 2020) - Ahmadi, Gholamhosein
The aim of this research is to identify the key factors of success of shopping centres in Iran. It will help investors, especially banks, reduce their investment risk. This research is a developmental study in terms of objective and descriptive-survey in terms of method. The tool to collect the data included interview and questionnaire based on Likert scale. Qualitative data were analyzed by using thematic analysis techniques and quantitative data were analyzed using SEM. The results revealed that six key factors play role in the success of shopping centres: 1) factors related to location; 2) factors related to administration of the shopping centres; 3) factors related to ownership and tenants; 4) factors related to goods and services; 5) factors related to marketing; 6) factors related to architecture and design. In addition, the moderating variable of the size of the shopping centre can change the effect of each of these factors.