Customer Satisfaction in Shopping Centre

Customer Satisfaction in shop CentreIn the previous chapter, secondary info such as books, journals and online journals ar utilise to conduct the literature review. In this chapter, primary data is serene through the case s go off. This chapter entrust cover the explore material consists of query purpose, enquiry mode, sampling 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 aim of node satisfaction of the local guests towards the exploit of a shop centre. middle valley mega pith is chosen as the stem in case study. The time frame for the whole research is 1 month.RESEARCH FRAMEWORKFirst of all, the measurement objectives must be undertake in order of battle to simplify the research process. Basically, there ar quartette types of customer satisfaction survey which is based on the measurement objectives of the rese arch (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 kn profess as overall emplacement survey. According to Vavra, overall status survey is empha sized more than on the general issues, overall performance, and overall customers satisfaction. (2002).RESEARCH METHOD AND PURPOSEThis research is conducted using quantitative research method. From the customer satisfaction survey, the research information collected from the assay is the primary data. The aim of this study is to investigate the level of customers satisfaction in a obtain centre, to lay the actual fill of customers through the distribution of promontorynaires to the type and to clarify whether the performance meet the customers expectations. existence AND SAMPLING METHODSampling method is a method of choosing a group of peoples from the entire target population in order to earn the shootd information. Bas ically, 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 mid(prenominal) valley Mega essence. It is impossible to use the probability sampling method for this research collectible 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 comfortably obtained plot compared with the probability sampling technique.The target populations for this research are the Malaysian customers of mid(prenominal) vale Mega amble and the sample is limited to adult from 18 to 50 years old. This sample is chosen because these groups of person visit 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 dete rrent example of Malaysian customers of middle valley Megamall.DESIGN OF QUESTIONNAIREQuestionnaire is used as research instrument for this study. The headwaynaires are prepared according to the objectives which set up at the beginning. In order to obtain better response from the sample, the questionnaires are knowing to be open 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 sections. The first section is most the demographic profile of the respondent. The objective is to know the respondents background. The second section is nearly the general information regarding the relationship between the respondents and the shopping mall. Besides, it is used to identify the actu al wishing of the customers. The third section is about the investigation on the level of satisfaction of the customers from the sample chosen towards the repair, 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, invariablyy 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 quantitative because it consists of numeric casings which used by the customers to express their feelings in a simple way. The scale is cognise as Likert Scale. The 5-point numerical scale is adopted which ranging from 1 to 5, 1 represents not live up to, 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 also 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 vale Megamall and at the same time they return the questionnaires. fortune STUDY MID VALLEY MEGAMALLBACKGROUNDMid vale Megamall is 1 of the Malaysias largest urban development projects in the world. It was one of the projects inside the Mid valley City. Mid valley City desires to be the most modern and incorporate mixed-use developments in the world. The construction starts in year 1995. At present, it comprises Mid va le Megamall, Cititel Hotel, Menara IGB, Boulevard Offices, Boulevard Hotel, Northpoint Mid valley City, Centrepoint North and southerly Towers, The Gardens sell Gallery, The Gardens Hotel, The Gardens Residences and two landmark shoes towers.IGB Corporation Berhad, a property and investment funds holding company listed on Bursa Malaysia Securities Berhad is the developer of Mid valley City bit the Mid vale Megamall is owned and operated by Kris Assets Holdings Berhad, a listed IGB secondary company. A two dimension master plan of Mid valley City is enclosed in appendix.DESCRIPTIONS OF MID VALLEY MEGAMALLMid vale 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 p ermeate Cinemas. Besides, it comprises 13 junior and mini anchors and 403 specialty shops. Mid Valley Megamall has a gross shock world of 4.5 million square feet and net lettable area exceeds 1.7 million square feet.Mid Valley City is plan and positive as a City in a CityMid Valley Megamall is a key part of Mid Valley City. It was awarded the Best shop convoluted pureness 2000 by Tourism Malaysia and Best Retail Development Award 2001 by FIABCI Malaysia (International Real Estate Federation). Mid Valley Megamall is a hefty choice for the local residents and foreign tourists.MISSION AND VISIONMid Valley Megamall is aimed to fulfilling everyones needs. In order to achieve the mission, the highly energetic and talented professionals are appointed in departments. In fact, Mid Valley Megamall emphasizes on their returns standard and it wishes to grow a modern and stylish shopping paradise for their customers. As long as the customers are in the Mid Valley Megamall, they will m ake 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 guest SATISFACTIONLOCATION AND ACCESSIBILITYMid Valley Megamall is strategically rigid between Kuala Lumpur Central Business District and Petaling Jaya. It is located in a agreeable location that can be easily accessible from all corners on the Klang Valley. Besides it is surrounded by Petaling Jaya, Bangsar and Damansara. at that place is a KTM Komuter train-stop and a LRT Station nearby while taxis are usable 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 middling 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 Valley has offers free complimentary shutter muckle services (Trinton Bus) at an interval of 30 minutes to 1 bit that travel between Bangsar LRT Station and Mid Valley South Court. former(a) option of transportation is the public transport acquirable.Mid Valley Megamall can be accessed through five-spot 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. creation 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 in spite of appearance Klang Valley to Mid Valley Megamall. The location plan is enclosed in appendix X. Meanwhile, the location of the department stores is als o very important for the convenient of the customers.NFRASTRUCTURES AND FACILITIESMid Valley consists of four entrances located at the direction of east, south, sum and west respectively. Information Counters are available in Centre, North and South Court at ground floor. They are willing to assist those customers by fork uping a helpful attitude. In terms of political machine 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 root cellar car parks of Mid Valley Megamall The Gardens Mall were separated where the car parks for Mid Valley Megamall are zones A and C. The exact 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 i s comprises five lifts which enable the customers to travel from floor to floor. Escalators also available at East, South and North Court and there are two travelators that connecting the lower ground floor with basement which is very convenient for the customers. A proper floor plan is enclosed in appendix for get ahead 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 free-and-easy essentials such as hypermarket, supermarket, pharmacies and money-changers. Besides, this floor is providing a numerous fast food for thought outlet and local delights. Ground floor is mainly for the adults which include the apparel, footwear, accessories, strike 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 who 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 expounding Centre, Pets Wonderland, Cosmic Bowl, Megakidz and a food court. Besides the products, the proper display area also being 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 ocular display merchandising.The store directory carrying into action observe IN A obtain totality BASED 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. clear G oods and Apparel.Sundry and Services.Tailoring.Textile.Watches and Pens.PERFORMANCE MONITORING 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.Alteration 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 instruct and sciences development programme which aimed at improving both the soft and serious skills of the staff and enable them to perform their responsibilities in a right manner. The timber 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.BUILDING LAYOUTChallenge of the management team of Mid Valley Megamall is to jibe 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 go through team of industry experts to ensure the innovative marketing 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 catch to the shoppers. In order to bring excitement and hour of enjoyment to the shoppers, ocular merchandising are used in creating a unique standard pressure for the public and enhance the competitiveness of Mid Valley Megamall. The market ing and promotional activities are supported by themed and strong-concept in-house 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, glad Christmas celebration, Mid Valley Megamall will decorate the centre court into cash dispenser with unique and attractive theme. Mid Valley Megamall was the only shopping mall in Asia that achieved international 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 quondam(a) 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. abbreviationTh is 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.