Shopping Center Management Innovation in Thailand

Abstract

This research aims to analyze the management of shopping malls in Thailand, identify existing challenges, and propose innovative management strategies to address current and future demands. Employing a qualitative research approach, data were collected from 30 key informants, including shopping mall executives, tenant store managers, and customers from malls across various regions of the country. Semi-structured interviews were used as the primary data collection tool, and thematic content analysis was applied for data interpretation.

The findings reveal that shopping malls possess relatively clear and systematic organizational structures and operational processes. There is a progressive adoption of technology to enhance customer experience and security continuously. However, critical issues remain, such as internal communication barriers hindering full adaptation to new technologies, technological limitations, traffic congestion, insufficient parking spaces, confusing store layouts, and a lack of certain brand categories, particularly in provincial malls. The study proposes management innovations including the integration of artificial intelligence to drive customer experience, the creation of experiential destination spaces, seamless omnichannel connectivity, and investment in smart, secure infrastructure. Furthermore, the research recommends continuous employee training and skill development, crafting memorable customer experiences that emotionally connect patrons to the mall, strengthening cybersecurity and data protection, regularly adjusting tenant mixes, and exploring strategic partnerships with external stakeholders. These recommendations can guide strategic planning to enhance competitiveness and foster sustainable growth in Thailand’s shopping mall industry.