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Türkiye Alışveriş Merkezi Sektörü İçin Alternatif Kiralayan-Kiracı Değişkenleri: Keşfedici Bir Araştırma

Year 2020, Volume: 12 Issue: 3, 27 - 38, 30.09.2020

Dursun Onur İlhan

Abstract

Alışveriş merkezi yatırımı ve yeni mağaza açılış süreçlerinde, yatırımcıların ve perakendecilerin kira sözleşmeleriyle kurduğu iş birliği önem arz etmektedir. Ancak Türkiye’deki mevcut kira sözleşmesi sürecinde sorunlar olduğu görülmektedir. Teknoloji ile bilgi temelli stratejiler ortaya koyulması ve alışveriş merkezi projelerini yatırımcı ve perakendecilerin tam uyum içinde geliştirebilmesi açısından yetersizlik vardır. Ayrıca kiranın belirlenmesi de mağaza ciro potansiyeline endekslenmiştir. Halbuki küresel bir dönüşüm geçiren perakendede artık cironun ötesinde kavramlar gündemdedir. Değişen tüketici istek ve ihtiyaçları ve çoklu kanal deneyimi, Türkiye’de de kira sözleşmelerini yeniden ele almayı gerekli kılmaktadır. Bu doğrultuda, işbu çalışma beşli Likert ölçeğine dayanan yeni bir kiralayan-kiracı iş birliği dokümanı ortaya koymakta ve ciro verisine ek olarak “ekonomik karşılık” konseptini öne sürmektedir. Bu yeni konseptin değişkenleri sırasıyla “marka bilinirliği”, “marka itibarı”, “marka sinerjisi”, “tüketiciye dokunma” ve “sergi alanı olma” şeklinde irdelenmiştir. İşbu dokümanda kiracılar gerek projelerin genel melekelerini gerekse de kendileri için uygunluklarını da değerlendirmektedir. Sonuçta şeffaf ve ölçümlenebilir bilgi temelli kararların önü açılmaktadır.

Keywords

Alışveriş Merkezleri Perakende Kiracı İlişkileri

References

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  • Acemoğlu, D., Aghion, P., Lelarge, C., Van Reenen, J. ve Zilibotti, F. (2003), “Technology, Information, and the Decentralization of the Firm”, The Quarterly Journal of Economics, 122(4), 1759–1799.
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  • AYD ve Akademetre (2017), AVM Tüketici Algı Araştırması VI: AVM Ziyaretçisi Büyüteç Altında, İstanbul: Saraçoğlu Matbaacılık.
  • Bagdare, S. (2013), “Antecedents of Retail Customer Experience”, Journal of Marketing Communications, 8(3), 45-51.
  • Beiro, M. G., Bravo, L., Caro, D., Cattuto, C., Ferres, L. ve Graells-Garrido, E. (2018), “Shopping Mall Attraction and Social Mixing at a City Scale”, EPJ Data Science, 7(28).
  • Bell, D. R., Gallino, S. ve Moreno, A. (2014), “How to Win in an Omnichannel World”, MIT Sloan Management Review, 56(1), 45-53.
  • Bird, J. (2018), The Future Of The Shopping Mall Is Not About Shopping, https://www.forbes.com/sites/jonbird1/2018/06/17/the-future-of-the-shopping-mall-is-not-about-shopping/, [İndirme Tarihi: 30.9.2018].
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  • Chierici, R., Bosco, B.D., Mazzucchelli, A., & Chiacchierini, C. (2018), “Enhancing Brand Awareness, Reputation and Loyalty: The Role of Social Media”, International Journal of Business and Management, 14(1), 216-228.
  • Davies, R. (2013), Retail and Commercial Planning, Oxfordshire: Routledge.
  • Deb, S. ve Mitra, K. (2016), Spatial Economics Of Shopping Malls: A Configurational Approach in Rent and Tenanting Decision, Münih: GRIN Publishing.
  • Dekimpe, M. G. (2019), “Retailing and retailing research in the age of big data analytics”, International Journal of Research in Marketing, https://www.sciencedirect.com/science/article/pii/S016781161930062X, [İndirme Tarihi: 4.1.2020].
  • Demirel, Y. ve Seçkin, Z. (2008), “Bilgi Ve Bilgi Paylaşımının Yenilikçilik Üzerine Etkileri”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 189-202.
  • Dotzour, M. G., Grissom, T. V., Liu, C. H. ve Pearson, T. (1990), “Highest and best use: The evolving paradigm”, Journal of Real Estate Research, 5(1), 17-32.
  • Einav, L. ve Levin, J. (2014), “Economics in the age of big data”, Science, 346, 715-722.
  • Goyal, P. ve Tarrant, M. (2018), Why retail's brick-and-mortar design still has good bones, https://www.bloomberg.com/professional/blog/retails-brick-mortar-design-still-good-bones/, [İndirme Tarihi: 2.2.2020].
  • Gülşen, İ. ve Özdemir, Ş. (2018), “Perakendecilikte Teknolojik Yenilikler ve Uygulamalar”, Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 869-876.
  • Hirt, M. ve Willmott, P. (2014), Strategic principles for competing in the digital age, https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/strategic-principles-for-competing-in-the-digital-age, [İndirme Tarihi: 4.1.2020].
  • Huff, D. L. (1964), “Defining and Estimating a Trading Area”, Journal of Marketing, 28(3), 34-38.
  • Ilhan, D. O. ve Ferman, M. (2018), “A General Evaluation of Major Components and the Future of Shopping Center Marketing”, 5th International Annual Meeting of Sosyoekonomi Society, 83-91.
  • Ilhan, D. O. ve Ferman, M. (2019), “An Evaluation Model Based on Sustainable Development for the Istanbul shopping center market”, Aurum Sosyal Bilimler Dergisi, 4(2), 129-154.
  • Jahn, S., Nierobisch, T., Toporowski, W. ve Dannewald, T. (2018), “Selling the Extraordinary in Experiential Retail Stores”, Journal of the Association for Consumer Research, 3(3), 412-424.
  • Kahr, J. ve Thomsett, M. C. (2006), Real Estate Market Valuation and Analysis, Hoboken, NJ: Wiley & Sons.
  • Kariyo, S. (2016), Kira/ciro oranındaki bozulma dikkat çekiyor!, https://www.bloomberght.com/yorum/hande-berktan/1922843-kiraciro-oranindaki-bozulma-dikkat-cekiyor, [İndirme Tarihi: 2.2.2020].
  • Khurram, M., Qadeer, F. ve Sheeraz, M. (2018), “The Role of Brand Recall, Brand Recognition and Price Consciousness in Understanding Actual Purchase”, Journal of Research in Social Sciences, 6(2), 219-241.
  • Kotov, D. (2013), Behavioral Biases and Corporate Decision Making on Investing Abroad, https://mpra.ub.uni-muenchen.de/49858/, [İndirme Tarihi: 3.10.2018].
  • McClain, L. (2000), “Shopping center wheelchair accessibility: ongoing advocacy to implement the Americans with Disabilities Act of 1990”, Public Health Nurs., 17(3), 178-186.
  • Nichols, J. C. (1945), Mistakes We Have Made in Developing Shopping Centers, https://collections.shsmo.org/manuscripts/kansascity/nichols/JCN078.pdf, [İndirme Tarihi: 11.8.2018].
  • Omotayo, F. O. (2015), “Knowledge management as an important tool in organisational management: A review of literature”, Library Philosophy and Practice.
  • Orth, U. R., Bouzdine-Chameeva, T. ve Brand, K. (2013), “Trust during retail encounters: A touchy proposition”, Journal of Retailing, 89(3), 301-314.
  • Porter, S. S. ve Claycomb, C. (1997), “The influence of brand recognition on retail store image”, Journal of Product & Brand Management, 6(6), 373-387.
  • Rigby, D. K. (2011), The Future of Shopping, https://hbr.org/2011/12/the-future-of-shopping, [İndirme Tarihi: 3.10.2018].
  • Schoen, E. J. (2016), “The 2007–2009 Financial Crisis: An Erosion of Ethics: A Case Study”, Journal of Business Ethics, 146, 805–830.
  • Segal, D. B. (1999), “Retail Trade Area Analysis: Concepts and New Approaches”, The Journal of Database Marketing, 6(3), 267-277.
  • Shine, B. C., Park, J., ve Wyer, R. S. (2007), “Brand Synergy Effects in Multiple Brand Extensions”, Journal of Marketing Research, 44(4), 663–670.
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012), “Customer Engagement: Exploring Customer Relationships Beyond Purchase”, Journal of Marketing Theory and Practice, 20(2), 122-146.
  • Weinswig, D. (2017), Differentiation Will Be Key to the Reinvigoration of the Mall, Says FGRT Report Series, https://www.deborahweinswig.com/news/press-releases/differentiation-will-be-key-to-the-reinvigoration-of-the-mall-says-fgrt-report-series/, [İndirme Tarihi: 30.9.2018].
  • Wheaton, W.C. (2000), “Percentage Rent in Retail Leasing: The Alignment of Landlord–Tenant Interests”, Real Estate Economics, 28, 185-204.
  • Yiu, C. Y. ve Xu, S. (2012), “A tenant‐mix model for shopping malls”, European Journal of Marketing, 46(3), 524-541.

Year 2020, Volume: 12 Issue: 3, 27 - 38, 30.09.2020

Dursun Onur İlhan

Abstract

References

  • Aamoth, G. (2015), Don't Undermine Omnichannel Efforts With Siloed Solutions, https://risnews.com/dont-undermine-omnichannel-efforts-siloed-solutions, [İndirme Tarihi: 2.3.2020].
  • Acemoğlu, D., Aghion, P., Lelarge, C., Van Reenen, J. ve Zilibotti, F. (2003), “Technology, Information, and the Decentralization of the Firm”, The Quarterly Journal of Economics, 122(4), 1759–1799.
  • Asturias, L. (2004), Retail centers for community: addressing both pedestrian and car traffic, https://digitalcommons.fiu.edu/cgi/viewcontent.cgi?article=3318&context=etd, [İndirme Tarihi: 19.7.2019].
  • AYD ve Akademetre (2017), AVM Tüketici Algı Araştırması VI: AVM Ziyaretçisi Büyüteç Altında, İstanbul: Saraçoğlu Matbaacılık.
  • Bagdare, S. (2013), “Antecedents of Retail Customer Experience”, Journal of Marketing Communications, 8(3), 45-51.
  • Beiro, M. G., Bravo, L., Caro, D., Cattuto, C., Ferres, L. ve Graells-Garrido, E. (2018), “Shopping Mall Attraction and Social Mixing at a City Scale”, EPJ Data Science, 7(28).
  • Bell, D. R., Gallino, S. ve Moreno, A. (2014), “How to Win in an Omnichannel World”, MIT Sloan Management Review, 56(1), 45-53.
  • Bird, J. (2018), The Future Of The Shopping Mall Is Not About Shopping, https://www.forbes.com/sites/jonbird1/2018/06/17/the-future-of-the-shopping-mall-is-not-about-shopping/, [İndirme Tarihi: 30.9.2018].
  • Cabral, L. M. B. (2000), “Stretching Firm and Brand Reputation”, The RAND Journal of Economics, 31(4), 658-673.
  • Chierici, R., Bosco, B.D., Mazzucchelli, A., & Chiacchierini, C. (2018), “Enhancing Brand Awareness, Reputation and Loyalty: The Role of Social Media”, International Journal of Business and Management, 14(1), 216-228.
  • Davies, R. (2013), Retail and Commercial Planning, Oxfordshire: Routledge.
  • Deb, S. ve Mitra, K. (2016), Spatial Economics Of Shopping Malls: A Configurational Approach in Rent and Tenanting Decision, Münih: GRIN Publishing.
  • Dekimpe, M. G. (2019), “Retailing and retailing research in the age of big data analytics”, International Journal of Research in Marketing, https://www.sciencedirect.com/science/article/pii/S016781161930062X, [İndirme Tarihi: 4.1.2020].
  • Demirel, Y. ve Seçkin, Z. (2008), “Bilgi Ve Bilgi Paylaşımının Yenilikçilik Üzerine Etkileri”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(1), 189-202.
  • Dotzour, M. G., Grissom, T. V., Liu, C. H. ve Pearson, T. (1990), “Highest and best use: The evolving paradigm”, Journal of Real Estate Research, 5(1), 17-32.
  • Einav, L. ve Levin, J. (2014), “Economics in the age of big data”, Science, 346, 715-722.
  • Goyal, P. ve Tarrant, M. (2018), Why retail's brick-and-mortar design still has good bones, https://www.bloomberg.com/professional/blog/retails-brick-mortar-design-still-good-bones/, [İndirme Tarihi: 2.2.2020].
  • Gülşen, İ. ve Özdemir, Ş. (2018), “Perakendecilikte Teknolojik Yenilikler ve Uygulamalar”, Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 869-876.
  • Hirt, M. ve Willmott, P. (2014), Strategic principles for competing in the digital age, https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/strategic-principles-for-competing-in-the-digital-age, [İndirme Tarihi: 4.1.2020].
  • Huff, D. L. (1964), “Defining and Estimating a Trading Area”, Journal of Marketing, 28(3), 34-38.
  • Ilhan, D. O. ve Ferman, M. (2018), “A General Evaluation of Major Components and the Future of Shopping Center Marketing”, 5th International Annual Meeting of Sosyoekonomi Society, 83-91.
  • Ilhan, D. O. ve Ferman, M. (2019), “An Evaluation Model Based on Sustainable Development for the Istanbul shopping center market”, Aurum Sosyal Bilimler Dergisi, 4(2), 129-154.
  • Jahn, S., Nierobisch, T., Toporowski, W. ve Dannewald, T. (2018), “Selling the Extraordinary in Experiential Retail Stores”, Journal of the Association for Consumer Research, 3(3), 412-424.
  • Kahr, J. ve Thomsett, M. C. (2006), Real Estate Market Valuation and Analysis, Hoboken, NJ: Wiley & Sons.
  • Kariyo, S. (2016), Kira/ciro oranındaki bozulma dikkat çekiyor!, https://www.bloomberght.com/yorum/hande-berktan/1922843-kiraciro-oranindaki-bozulma-dikkat-cekiyor, [İndirme Tarihi: 2.2.2020].
  • Khurram, M., Qadeer, F. ve Sheeraz, M. (2018), “The Role of Brand Recall, Brand Recognition and Price Consciousness in Understanding Actual Purchase”, Journal of Research in Social Sciences, 6(2), 219-241.
  • Kotov, D. (2013), Behavioral Biases and Corporate Decision Making on Investing Abroad, https://mpra.ub.uni-muenchen.de/49858/, [İndirme Tarihi: 3.10.2018].
  • McClain, L. (2000), “Shopping center wheelchair accessibility: ongoing advocacy to implement the Americans with Disabilities Act of 1990”, Public Health Nurs., 17(3), 178-186.
  • Nichols, J. C. (1945), Mistakes We Have Made in Developing Shopping Centers, https://collections.shsmo.org/manuscripts/kansascity/nichols/JCN078.pdf, [İndirme Tarihi: 11.8.2018].
  • Omotayo, F. O. (2015), “Knowledge management as an important tool in organisational management: A review of literature”, Library Philosophy and Practice.
  • Orth, U. R., Bouzdine-Chameeva, T. ve Brand, K. (2013), “Trust during retail encounters: A touchy proposition”, Journal of Retailing, 89(3), 301-314.
  • Porter, S. S. ve Claycomb, C. (1997), “The influence of brand recognition on retail store image”, Journal of Product & Brand Management, 6(6), 373-387.
  • Rigby, D. K. (2011), The Future of Shopping, https://hbr.org/2011/12/the-future-of-shopping, [İndirme Tarihi: 3.10.2018].
  • Schoen, E. J. (2016), “The 2007–2009 Financial Crisis: An Erosion of Ethics: A Case Study”, Journal of Business Ethics, 146, 805–830.
  • Segal, D. B. (1999), “Retail Trade Area Analysis: Concepts and New Approaches”, The Journal of Database Marketing, 6(3), 267-277.
  • Shine, B. C., Park, J., ve Wyer, R. S. (2007), “Brand Synergy Effects in Multiple Brand Extensions”, Journal of Marketing Research, 44(4), 663–670.
  • Vivek, S. D., Beatty, S. E. ve Morgan, R. M. (2012), “Customer Engagement: Exploring Customer Relationships Beyond Purchase”, Journal of Marketing Theory and Practice, 20(2), 122-146.
  • Weinswig, D. (2017), Differentiation Will Be Key to the Reinvigoration of the Mall, Says FGRT Report Series, https://www.deborahweinswig.com/news/press-releases/differentiation-will-be-key-to-the-reinvigoration-of-the-mall-says-fgrt-report-series/, [İndirme Tarihi: 30.9.2018].
  • Wheaton, W.C. (2000), “Percentage Rent in Retail Leasing: The Alignment of Landlord–Tenant Interests”, Real Estate Economics, 28, 185-204.
  • Yiu, C. Y. ve Xu, S. (2012), “A tenant‐mix model for shopping malls”, European Journal of Marketing, 46(3), 524-541.
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Dursun Onur İlhan

Publication Date September 30, 2020
Published in Issue Year 2020Volume: 12 Issue: 3

Cite

APA İlhan, D. O. (2020). Türkiye Alışveriş Merkezi Sektörü İçin Alternatif Kiralayan-Kiracı Değişkenleri: Keşfedici Bir Araştırma. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 12(3), 27-38.
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