TRANSFORMATION OF THE TENANT STRUCTURE OF SHOPPING CENTERS IN UKRAINE UNDER MARTIAL LAW: AN EMPIRICAL STUDY AND ASSESSMENT OF THE IMPACT ON CUSTOMER EXPERIENCE

Abstract

The relevance of this study is driven by the need to adapt the tenant structure of shopping and entertainment centers in Ukraine under martial law, as market instability and changing consumer behavior increase the importance of flexible retail management. The purpose of the article is to identify the main directions of tenant mix transformation and to evaluate their influence on customer experience in Ukrainian shopping centers. The research methodology is based on empirical data collection, comparative analysis, and structural evaluation of tenant composition in selected shopping centers in Ukraine and Poland. The results demonstrate a gradual shift from a product-centered model toward an experience-oriented tenant structure, including the expansion of service, leisure, and value retail formats. The study confirms that the timely adjustment of tenant mix to current market conditions and consumer expectations strengthens the competitive position and functional resilience of shopping centers. The practical value of the research lies in the possibility of applying the proposed analytical approach and findings in managerial decision-making aimed at improving customer experience under martial law conditions. The findings also highlight the increasing importance of functional diversification of tenant mix as a strategic response to crisis-driven market volatility. The analysis indicates that shopping centers demonstrating a higher share of service, food and leisure operators tend to create more sustainable traffic patterns and stronger customer engagement. This confirms that the transformation of tenant composition should be considered not only as an operational adjustment but also as a strategic tool for enhancing the experiential value of physical retail environments. The obtained findings may serve as a basis for further research into the relationship between tenant mix configuration and measurable customer experience indicators in shopping centers, while also providing additional evidence of the growing role of tenant mix in shaping customer-oriented retail environments.