Adaptacja metod pomiaru jakości usług do oceny oferty marketingowej centrów handlowych
Adjustment of the perceived service quality measurement methods in the evaluation of marketing offer of shopping centers

Summary/Abstract: Shopping centers are popular, multi-service commercial buildings, characterized by the dynamic development. However, while the measurement of the service quality of individual retail outlets and service companies has been well documented in the literature, measurement of the service performance provided by the shopping centers is the subject of a few, only foreign studies. Indeed, the most widely used methods for measuring the quality of services do not reflect the specific characteristics of the shopping centers’ offer. Therefore the intention of the author is to present the method for measuring the shopping centers’ performance, which consists of five dimensions, namely: architecture and design of the facilities, shopping center accessibility, retail-mix, personal interaction and the concept of operation.

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