Análisis de la eficiencia de centros comerciales, a través del análisis envolvente de datos
Resumen
Este documento tiene como objetivo presentar el cálculo de la eficiencia de centros comerciales a partir del modelo de análisis envolvente de datos (dea), el ranking de los centros comerciales más eficientes por medio del cálculo de la súper eficiencia con orientación al input y el comparativo en productividad entre 2017 y 2019, con el índice de Malmquist. Respecto a la metodología, se seleccionaron dieciocho centros comerciales de la ciudad de Bogotá, a cuyos datos pertinentes se aplicó el modelo dea, relacionado con el nivel de eficiencia y el índice de Malmquist, para medir los cambios en su productividad. Todos los establecimientos cuentan con ubicaciones comerciales, son reconocidos en el mercado, cuentan con una trayectoria superior a tres años y están distanciados geográficamente unos de otros. El desempeño de los centros comerciales en Colombia había sido medido hasta el momento solo a través de dos de los Key Performance Indicators (kpi) más utilizados en la literatura: el tráfico (número de visitas) y las ventas (Acecolombia, 2020); su valoración se había basado en la comparación de los resultados en estos kpi con los de un periodo anterior. Este estudio presenta el primer análisis para medir la eficiencia de la industria de centros comerciales en Colombia y una de las primeras aplicaciones del modelo dea para evaluar dicha eficiencia; sus principales conclusiones están relacionadas con la oportunidad que estos centros tienen para reducir la inversión en mercadeo y la cuota de administración, además de la modificación de la estrategia en cuanto a la inversión en la zona comercial.
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