This research aimed to provide a contribution to the development of relationship
marketing in the shopping centre literature. It does this by exploring the antecedents
to, and consequences of, trust. A strong model of trust is developed, with five key
determinants led by empowerment (the other four determinants are inverse power,
responsiveness, the centre brand and flexibility). However, differences apply to
neighbourhood and regional shopping centres, with aspects like power and
empowerment more important for the regional centres. Perhaps, surprisingly, it is
argued that regional centres could learn from neighbourhood centres in terms of how to
use flexibility and branding to enhance trust between centre management and retail
tenants. In particular, regional shopping centres could learn how to apply internal
branding techniques to get greater retailer tenant buy-in to the centre brand.
The research findings inform Australian shopping centre managers as to how to
improve the relationships, which they have with their retail tenants. Improved
relationships will contribute not only to individual shopping centre brands but also to
developing a stronger retail sector overall.