An exploratory study of tenant‐manager relationships in New Zealand’s managed shopping centres

Presents research which explores tenant‐manager relationships in managed shopping centres. In order to address this issue a sample of 16 shopping centre managers and 45 clothing retailers within these centres was taken in the lower North Island of New Zealand. Clothing retailers were chosen because of their tendency to locate in centres. Results showed that most managers were located at the centre site ‐ which assists in manager‐tenant communications. Managers tended to set tenant rent based on the area and site to be leased. When it came to shopping centre managers selecting tenants, store credibility and willingness to take part in public relations activities were the most important factors. Once the tenants were selected, managers encouraged most of them to contribute to an in‐house marketing fund. When it came to specific relationship issues, managers tended to have more positive views of their relationship with the tenants than the tenants themselves. Concludes that, although the centres have enjoyed success in New Zealand until now, there is still a need for managers and retailers to strive to work together in order to benefit equally from the relationship they have.