Customer Satisfaction in Shopping Centre

Customer Satisfaction in Shopping CentreIn the previous chapter, secondary data such as books, journals and online journals are used to conduct the literature review. In this chapter, primary data is collected through the gaffe study. This chapter will cover the interrogation framework consists of investigate purpose, research rule, try out method, research instrument and information collected from the case study. The analysis of the data is discussed in the next chapter.This case study is conducted for the purpose of investigating the level of customer happiness of the local customers towards the writ of execution of a obtain centre. mid(prenominal) valley megamall is chosen as the subject in case study. The sequence frame for the whole research is 1 month.RESEARCH FRAMEWORKFirst of all, the measurement objectives must be specified in order to simplify the research process. Basically, there are four types of customer satisfaction survey which is based on the measurement objectives of the research (Vavra, 2002). Since this research is used to investigate the level of performance of a obtain centre from the customers satisfaction in general, thus, it is known as overall status survey. correspond to Vavra, overall status survey is emphasized more than on the general issues, overall performance, and overall customers satisfaction. (2002).RESEARCH METHOD AND PURPOSEThis research is conducted using valued research method. From the customer satisfaction survey, the research information collected from the warning is the primary data. The aim of this study is to investigate the level of customers satisfaction in a shopping centre, to let out the actual need of customers through the distribution of questionnaires to the sample and to clarify whether the performance meet the customers expectations.POPULATION AND SAMPLING METHODSampling method is a method of choosing a group of peoples from the entire target population in order to obtain the required inf ormation. Basically, there are two types of sampling designs probability and non-probability. This research has adopted non probability sampling technique which is most suitable for a widely dispersed population such as the customers of middle vale Megamall. It is impossible to use the probability sampling method for this research due to the difficulty in identifies the target populations as it is too large for research. The sample is selected to estimate the gross results because less cost and time required and the sample is easily obtained while compared with the probability sampling technique.The target populations for this research are the Malaysian customers of mid(prenominal) valley Megamall and the sample is limited to adult from 18 to 50 years old. This sample is chosen because these groups of person confabulate the shopping mall more frequently than other demographic profile. The sample size of 100 customers ranged from 18 to 50 years old is considered as representative of Malaysian customers of middle vale Megamall.DESIGN OF QUESTIONNAIREQuestionnaire is used as research instrument for this study. The questionnaires are prepared according to the objectives which set up at the beginning. In order to obtain bettor response from the sample, the questionnaires are designed to be simple and easy to be understood. If the length of the questionnaires is too long, it will affect the rate of response. According to Vavra, there are four types of question can be collected, namely facts, attitudes, prediction behavior and demographics. (2002). Diversified types of question are more interesting for the customers.The questionnaire consists of three give awayings. The first section is about the demographic profile of the respondent. The objective is to know the respondents back farming. The second section is about the general information regarding the relationship between the respondents and the shopping mall. Besides, it is used to identify the actual need of the customers. The third section is about the investigation on the level of satisfaction of the customers from the sample chosen towards the location, product performance, staff, building layout, infrastructure and facilities provided in the shopping mall. This section is important in determine whether the shopping mall meet the requirements of the customers. Furthermore, it includes the recommendations from the customers in order to help the shopping mall to enhance their performance in the future.SCALEFor the questionnaire, every question has its own response options such as open-ended response and close-ended response. Open-ended questions require the opinions of the customers regarding the overall performance of the shopping mall. Close-ended questions are more efficient and quantifiable because it consists of numeric scales which used by the customers to express their feelings in a simple way. The scale is known as Likert Scale. The 5-point numerical scale is adopted which ranging from 1 to 5, 1 represents not satisfied, 2 represents somewhat dissatisfied, 3 represents neither satisfied or dissatisfied, 4 represents somewhat satisfied and 5 represents strongly satisfied. The scale help the respondents to make a clear decision based on their level of satisfaction.DISTRIBUTION METHODDistribution method withal known as field method and it defined as the way used by the interviewer to distribute the questionnaires to the sample. The questionnaires in research are distributed to the customers personally at the mid(prenominal) valley Megamall and at the same time they return the questionnaires.CASE STUDY MID valley MEGAMALLBACKGROUND middle valley Megamall is one of the Malaysias largest urban development projects in the world. It was one of the projects inside the Mid vale City. Mid Valley City desires to be the most modern and integrated mixed-use developments in the world. The bend starts in year 1995. At present, it lie ins Mid Valley Megamall, Cit itel Hotel, Menara IGB, Boulevard Offices, Boulevard Hotel, sexual unionpoint Mid Valley City, Centrepoint North and South Towers, The Gardens Retail Gallery, The Gardens Hotel, The Gardens Residences and two landmark portion towers.IGB Corporation Berhad, a property and investment holding company listed on Bursa Malaysia Securities Berhad is the developer of Mid Valley City while the Mid Valley Megamall is owned and operated by Kris Assets Holdings Berhad, a listed IGB subsidiary company. A two dimension master plan of Mid Valley City is enclosed in appendix.DESCRIPTIONS OF MID VALLEY MEGAMALLMid Valley Megamall is selected for the case study. Mid Valley Megamall is launched in year 1995 and it was opened in November 1999. Mid Valley Megamall is a complex consists of a shopping mall, an office tower block, 30 signature offices and two hotels. It is the first shopping mall comprises four successful anchor tenants, namely Jaya Jusco, Metrojaya, Carrefour and Golden riddle Cinemas. Besides, it comprises 13 junior and mini anchors and 403 specialty shops. Mid Valley Megamall has a gross tarradiddle area of 4.5 gazillion square feet and net lettable area exceeds 1.7 million square feet.Mid Valley City is planned and developed as a City in a CityMid Valley Megamall is a key part of Mid Valley City. It was awarded the Best Shopping Complex Award 2000 by Tourism Malaysia and Best Retail Development Award 2001 by FIABCI Malaysia (International Real estate of the realm Federation). Mid Valley Megamall is a good choice for the local residents and foreign tourists.MISSION AND VISIONMid Valley Megamall is aimed to achieveing everyones needs. In order to achieve the mission, the extremely energetic and talented professionals are appointed in departments. In fact, Mid Valley Megamall emphasizes on their service standard and it wishes to create a modern and swish shopping paradise for their customers. As long as the customers are in the Mid Valley Megamall, they wil l make sure everyone enjoy the services and products provided. Besides, Mid Valley Megamall aims to maintain the growth of the shopping mall in the competitive retail industry.FACTORS INFLUENCE THE CUSTOMER SATISFACTIONLOCATION AND ACCESSIBILITYMid Valley Megamall is strategically located between Kuala Lumpur Central Business District and Petaling Jaya. It is located in a convenient location that can be easily accessible from all corners on the Klang Valley. Besides it is surrounded by Petaling Jaya, Bangsar and Damansara.There is a KTM Komuter train-stop and a LRT Station nearby while taxis are available at the entrances of Centre, North and South Courts. The KTM commuter station can be accessed through a covered pedestrian bridge to the Megamall. Its believed to bring an average of 10,000 passengers each day. The station is disable-friendly, and facilities comprise toilets, lifts, covered platforms, ticket and information counters and ticket vending machines. Furthermore, Mid Val ley has offers free complimentary shutter bus services (Trinton Bus) at an interval of 30 minutes to 1 instant that travel between Bangsar LRT Station and Mid Valley South Court. Other option of transportation is the public transport available.Mid Valley Megamall can be accessed through five major highways and two railway lines. In the future, the improvement of road and public transportation will be done. It includes a designated monorail station, a link bridge to the Putra LRT Station and the upgrading of internal traffic flow. Being located in between Kuala Lumpur and Petaling Jaya, an amount of RM250 million was invested in constructing a flyover and enhance the network of road for the purpose to connect the Federal Highway and all the major catchment and residential suburbs or businesses premises within Klang Valley to Mid Valley Megamall. The location plan is enclosed in appendix X. Meanwhile, the location of the department stores is also very important for the convenient of the customers.NFRASTRUCTURES AND FACILITIESMid Valley consists of four entrances located at the direction of east, south, north and west respectively. Information Counters are available in Centre, North and South Court at ground floor. They are willing to assist those customers by showing a helpful attitude. In wrong of car parking, Mid Valley is provided 4000 car parks in order to cater the need of high crowd during peak hours. Effective from 5 May 2008, the basement car parks of Mid Valley Megamall The Gardens core were separated where the car parks for Mid Valley Megamall are zones A and C. The rent location of the parking area is shown in the plan enclosed in appendix.Besides, Mid Valley Megamall also provides washrooms and baby changing facilities. The washrooms provided for the benefit of all the customers while the baby changing facilities are provided for the benefit of a mother. In addition, Mid Valley Megamall is comprises five lifts which enable the customers to trav el from floor to floor. Escalators also available at East, South and North Court and there are two travelators that connecting the dishonor ground floor with basement which is very convenient for the customers. A proper floor plan is enclosed in appendix for further clarification of the exact location for the facilities and infrastructures.PRODUCTS AND SERVICESMid Valley consists of five floors where each floor is specifying for certain products and services. Lower ground floor is for daily essentials such as hypermarket, supermarket, pharmacies and money-changers. Besides, this floor is providing a numerous fast food outlet and local delights. Ground floor is mainly for the adults which include the apparel, footwear, accessories, beauty care, health care, bookstore and others essential items that fulfill the desires of an adult. First floor is the paradise for a kid, which include the fashion for kids, beauty and hair saloons for the adults. Second floor is specialized for those w ho wish to decorate their house. Besides, IT Centre is also available in this floor to cater the need of young generation in the ever changing technology of the world. Third floor is for entertainment such as Golden Screen Cinemas, Mid Valley Exhibition Centre, Pets Wonderland, Cosmic Bowl, Megakidz and a food court. Besides the products, the proper display area also creation taken into consideration in order to be easily accessible by the customer. Mid valley is able to stimulate customers to spend more time and money in Mid Valley through the visual display merchandising.The store directoryPERFORMANCE observe IN A SHOPPING CENTER ground ON CUSTOMER SATISFACTION CHAPTER THREEAnchors.Accessories.Apparel.Discounters.Entertainment.Exhibition/ Property Showroom.Food and Beverage.Health/ Personal Care.Houseware and Furnishings.Information Technology.Jewellery.Leisure.Luggage.Shoes and Bags.Sporting Goods and Apparel.Sundry and Services.Tailoring.Textile.Watches and Pens.PERFORMANCE M ONITORING IN A SHOPPING CENTER BASED ON CUSTOMER SATISFACTION CHAPTER THREEMid Valley Megamall also provides certain services for the convenience of the customers. The services providedPERFORMANCE MONITORING IN A SHOPPING CENTER BASED ON CUSTOMER SATISFACTION CHAPTER THREEATMs.Banks.Cobbler.Laundrette.Money Changers.Post Office. revolution Shop.Clinic.Dentist.Locksmith.Newstands.Print Shop.PERFORMANCE MONITORING IN A SHOPPING CENTER BASED ON CUSTOMER SATISFACTION CHAPTER THREESTAFFIn addition, Mid Valley Megamall is continually investing in a comprehensive staff training and skills development programme which aimed at improving both the soft and straining skills of the staff and enable them to perform their responsibilities in a right manner. The quality and attitude of the staffs will be indirectly affecting the level of customer satisfaction towards Mid Valley Megamall. The important qualities of the staffs are friendliness, helpfulness, communication skill and responsiveness.BU ILDING LAYOUTChallenge of the management team of Mid Valley Megamall is to run into the customers willing to visit Mid Valley Megamall repeatedly. Mid Valley Megamall is a customer-centric shopping centre which offers best and wide range of services. It is operated by an experienced team of industry experts to ensure the innovative merchandise and leasing initiatives. Besides, Mid Valley Megamall was invested over millions in comprehensive store renovation and upgrading activities in order to improve and enhance the malls environment.In terms of marketing, Mid Valley Megamall has planned the promotion aggressively with the mission to provide the delightful shopping experience to the shoppers. In order to bring excitement and hour of enjoyment to the shoppers, visual merchandising are used in creating a unique atmosphere for the public and enhance the competitiveness of Mid Valley Megamall. The marketing and promotional activities are supported by shankd and strong-concept in-hous e events throughout the mall such as Mid Valley Megamall Fashion Week 2009 which introduce the hottest spring or summer collections through the fabulous design and chic runway shows. This show is designated for the fashion lover.During different festivals such as Hari Raya, Chinese New Year, Merry Christmas celebration, Mid Valley Megamall will decorate the centre court into atmosphere with unique and attractive theme. Mid Valley Megamall was the only shopping mall in Asia that achieved foreign recognition in MAXI Awards ceremony held in Hollywood last year. This award is organized by International Council of Shopping Centres. For the Hari Raya celebration 2008, Mid Valley Megamall themed as Cherish The Good Old Days in a Brand New Way that create a harmony atmosphere. This unique theme help Mid Valley Megamall won in the Visual Merchandising category of the MAXI Award.SUMMARYThis chapter has discussed about the research process which include the research framework, research method and purpose, population of questionnaire, the scale for the questions and distributing method. A case study in Mid Valley Megamall has been discussed in this chapter it includes the background, description, mission and vision of Mid Valley Megamall. Furthermore, the factors that influences the customer satisfaction being discussed for the case study of Mid Valley Megamall. The factors are location and accessibility, infrastructure and facilities, product and services, staff and building layout.