Efficiency analysis of shopping malls through data envelopment analysis
Abstract
This paper aims to present the calculation of the efficiency of shopping centers from the data envelopment analysis (dea) model, the ranking of the most efficient shopping centers through the calculation of super efficiency with input orientation, and the comparative in productivity between 2017 and 2019, with the Malmquist index. Regarding the methodology, eighteen shopping centers in the city of Bogota were selected, to whose relevant data the dea model was applied, related to the level of efficiency and the Malmquist index, to measure the changes in their productivity. All the establishments have commercial locations, are recognized in the market, have a track record of more than three years, and are adequately distanced geographically from each other. The performance of shopping centers in Colombia had been measured so far only through two of the Key Performance Indicators (kpi) most used in the literature: traffic (number of visits) and sales (Acecolombia, 2020); their assessment had been based on the comparison of the results in these kpis with those of a previous period. This study presents the first analysis to measure the efficiency of the shopping mall industry in Colombia and one of the first applications of the dea model to evaluate such efficiency; its main conclusions are related to the opportunity that these centers have to reduce the investment in marketing and the management fee, in addition to the modification of the strategy in terms of investment in the commercial area.
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