Entertainment orientation of Italian shopping centres: antecedents and performance

Abstract

Purpose

The purpose of this paper is to propose a definition of the concept of “entertainment orientation” for shopping centres and to provide a framework for analysis of the main antecedents and performance outcomes related to a shopping centre's entertainment orientation.

Design/methodology/approach

The framework used in this study is based on contingency theory and resource‐based theory. The concept of entertainment orientation is approached from the perspective of external recreational services. Seven categories of antecedents are established – categorised as environment and centre‐specific factors. The performance of entertainment orientation is evaluated using sales and market measures.

Findings

The paper provides empirical evidence about the main factors that influence the adoption of entertainment orientation by shopping centres and finds a positive link between entertainment orientation and performance outcomes.

Research limitations/implications

The model should be tested on a larger sample using structural equation modelling.

Practical implications

The paper provides shopping centres and other retail organisations with clear guidance in developing strategies for incorporating entertainment into the traditional retail setting.

Originality/value

The paper addresses some gaps in the academic literature by focusing on the managerial issues related to the convergence of retail and entertainment.

Citation

De Nisco, A. and Rosaria Napolitano, M. (2006), "Entertainment orientation of Italian shopping centres: antecedents and performance", Managing Service Quality: An International Journal, Vol. 16 No. 2, pp. 145-166. https://doi.org/10.1108/09604520610650628