In the prior chapter, extra data such as catalogs, publications and online journals are used to carry out the books review. In such a chapter, major data is accumulated through the research study. This chapter covers the research framework includes research goal, research method, sampling method, research device and information collected from the research study. The examination of the data is discussed in the next chapter.
This research study is conducted for the purpose of investigating the level of customer satisfaction of the local customers towards the performance of a shopping centre. Mid valley megamall is chosen as the subject in case analysis. The time structure for your research is four weeks.
RESEARCH Platform:
First of most, the measurement targets must be given in order to simplify the study process. In essence, there are four types of client satisfaction survey which is based on the measurement targets of the research (Vavra, 2002). Since this research can be used to investigate the amount of performance of a shopping centre from the customer's satisfaction in general, thus, it is recognized as overall status review. Relating to Vavra, overall status review is emphasized more on the overall issues, overall performance, and overall customers' satisfaction. (2002).
- RESEARCH METHOD AND PURPOSE:
This research is conducted using quantitative research method. From the client satisfaction survey, the study information collected from the test is the primary data. The purpose of this study is to investigate the level of customers' satisfaction in a shopping centre, to identify the genuine need of customers through the circulation of questionnaires to the sample and clarify whether the performance meet up with the customers' targets.
- POPULATION AND SAMPLING METHOD:
Sampling method is a method of choosing a group of peoples from the entire target population to be able to get the required information. Essentially, there are two types of sampling designs: likelihood and non-probability. This research has used non possibility sampling strategy which is most well suited for a extensively dispersed population including the customers of Mid Valley Megamall. It really is impossible to work with the possibility sampling method for this research because of the difficulty in identifies the prospective populations as it is too big for research. The test is selected to calculate the gross results because less cost and time required and the sample is easily obtained while weighed against the probability sampling strategy.
The aim for populations for this research will be the Malaysian customers of Mid Valley Megamall and the sample is bound to adult from 18 to 50 years old. This test is chosen because these sets of person go to the shopping mall more frequently than other demographic account. The sample size of 100 customers ranged from 18 to 50 years old is considered as rep of Malaysian customers of Mid Valley Megamall.
- DESIGN OF QUESTIONNAIRE:
Questionnaire can be used as research instrument for this study. The questionnaires are ready based on the objectives which setup at the beginning. To be able to obtain better response from the sample, the questionnaires are made to be easy and simple to be known. If the space of the questionnaires is too long, it will affect the rate of response. Matching to Vavra, there are four types of question can be gathered, namely facts, behaviour, prediction action and demographics. (2002). Diversified types of question tend to be more interesting for the customers.
The questionnaire includes three parts. The first section is approximately the demographic profile of the respondent. The target is to learn the respondents' history. The next section is approximately the general information regarding the relationship between your respondents and the shopping mall. Besides, it can be used to recognize the actual need of the customers. The third section is about the inspection on the level of satisfaction of the clients from the test chosen towards the positioning, product performance, personnel, building structure, infrastructure and facilities provided in the retail center. This section is important in determine if the shopping mall meet up with the requirements of the clients. Furthermore, it includes the tips from the clients to be able to help the shopping mall to enhance their performance in the foreseeable future.
- SCALE:
For the questionnaire, every question has its response options such as open-ended response and close-ended response. Open-ended questions require the viewpoints of the customers regarding the overall performance of the shopping mall. Close-ended questions are more efficient and quantifiable because it involves numeric scales which utilized by the customers expressing their feelings in a simple way. The level is known as Likert Scale. The 5-point numerical scale is adopted which ranging from 1 to 5, 1 represents not satisfied, 2 represents relatively dissatisfied, 3 represents neither satisfied or dissatisfied, 4 represents relatively satisfied and 5 represents firmly satisfied. The scale help the respondents to make a clear decision based on their degree of satisfaction.
- DISTRIBUTION METHOD:
Distribution method also called field method and it thought as the way used by the interviewer to spread the questionnaires to the test. The questionnaires in research are allocated to the customers privately at the Mid Valley Megamall and at the same time they come back the questionnaires.
CASE STUDY: MID VALLEY MEGAMALL:
- BACKGROUND:
Mid Valley Megamall is one of the Malaysia's most significant urban development tasks on the planet. It had been one of the projects inside the Mid Valley City. Mid Valley City really wants to be the modern and designed mixed-use developments on earth. The construction starts in 12 months 1995. At present, it includes Mid Valley Megamall, Cititel Hotel, Menara IGB, Boulevard Office buildings, Boulevard Hotel, Northpoint Mid Valley City, Centrepoint North and South Towers, The Gardens Retail Gallery, The Gardens Hotel, The Gardens Residences and two landmark office towers.
IGB Organization Berhad, a house and investment holding company listed on Bursa Malaysia Securities Berhad is the developer of Mid Valley City as the Mid Valley Megamall is owned or operated and operated by Kris Belongings Holdings Berhad, a listed IGB subsidiary company. A two dimensions get good at plan of Mid Valley City is enclosed in appendix.
- DESCRIPTIONS OF MID VALLEY MEGAMALL:
Mid Valley Megamall is selected for the case study. Mid Valley Megamall is launched in yr 1995 and it was opened up in November 1999. Mid Valley Megamall is a complicated involves a retail center, an office tower stop, 30 signature offices and two hotels. It's the first shopping mall comprises four successful anchor tenants, specifically Jaya Jusco, Metrojaya, Carrefour and Golden Screen Cinemas. Besides, it comprises 13 junior and little anchors and 403 area of expertise outlets. Mid Valley Megamall has a gross floor section of 4. 5 million square ft and online lettable area exceeds 1. 7 million square feet.
Mid Valley City is planned and developed as a "City in a City"Mid Valley Megamall is a key part of Mid Valley City. It was awarded the Best Shopping Complex Prize 2000 by Tourism Malaysia and Best Retail Development Honor 2001 by FIABCI Malaysia (International Real Estate Federation). Mid Valley Megamall is an excellent choice for the local residents and overseas tourists.
- MISSION AND VISION:
Mid Valley Megamall is targeted to rewarding everyone's needs. To be able to achieve the quest, the highly full of energy and talented specialists are appointed in departments. Actually, Mid Valley Megamall emphasizes on the service standard and it would like to create a modern and stylish shopping paradise for their customers. As long as the customers are in the Mid Valley Megamall, they'll make sure everyone benefit from the services provided. Besides, Mid Valley Megamall aims to maintain the growth of the retail center in the competitive retail industry.
- FACTORS INFLUENCE THE CUSTOMER SATISFACTION:
LOCATION AND ACCESSIBILITY:
Mid Valley Megamall is strategically located between Kuala Lumpur Central Business Region and Petaling Jaya. It really is found in a convenient location that may be easily accessible from all sides on the Klang Valley. Besides it is bounded by Petaling Jaya, Bangsar and Damansara.
There is a KTM Komuter train-stop and a LRT Station near by while taxis can be found at the entrances of Centre, North and South Courts. The KTM commuter place can be reached through a covered pedestrian bridge to the Megamall. It's thought to bring an average of 10, 000 passengers every day. The place is disable-friendly, and facilities comprise toilets, lifts, protected platforms, solution and information counters and solution vending machines. Furthermore, Mid Valley has offers free complimentary shutter bus services (Trinton Bus) at an period of thirty minutes to 1 one hour that travel between Bangsar LRT Stop and Mid Valley South Court. Other option of travel is the general public travel available.
Mid Valley Megamall can be reached through five major highways and two railway lines. In the foreseeable future, the improvement of street and public transport will be achieved. It includes a chosen monorail station, a web link bridge to the Putra LRT Place and the upgrading of interior traffic move. Being situated in between Kuala Lumpur and Petaling Jaya, some RM250 million was committed to constructing a flyover and enhance the network of street with the objective to hook up the National Highway and everything the major catchment and home suburbs or businesses premises within Klang Valley to Mid Valley Megamall. The location plan is enclosed in appendix X. On the other hand, the positioning of the department stores is also very important for the convenient of the customers.
NFRASTRUCTURES AND FACILITIES:
Mid Valley consists of four entrances located at the path of east, south, north and western respectively. Information Counters are available in Centre, North and South Court at ground floor. They are prepared to assist those customers by displaying a helpful attitude. In terms of car parking, Mid Valley is provided 4000 car parks to be able to cater the necessity of high group during peak time. Effective from 5 May 2008, the basement car parks of Mid Valley Megamall & The Gardens Shopping mall were separated where the car parks for Mid Valley Megamall are areas A and C. The exact location of the car 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 good thing about all the customers while the baby changing facilities are given for the benefit of a mother. In addition, Mid Valley Megamall is includes five lifts which permit the customers to travel from floor to floor. Escalators also available at East, South and North Court and there are two travelators that linking the lower floor floor with basement which is very convenient for the customers. A proper floor plan is enclosed in appendix for even more clarification of the exact location for the facilities and infrastructures.
PRODUCTS AND SERVICES:
Mid Valley consists of five floors where each floor is specifying for certain products and services. Lower earth floor is for daily basics such as hypermarket, supermarket, pharmacies and money-changers. Besides, this floor offers a numerous fast food shop and local delights. Floor floor is principally for the people such as the apparel, shoes, accessories, beauty good care, health care, bookstore yet others essential items which fulfill the needs of an adult. First floor is the paradise for a youngster, which include the style for kids, beauty and scalp saloons for the men and women. Second floor is customized for individuals who wish to enhance their residence. Besides, IT Centre is also available in this floor to provide the need of young technology in the ever changing technology of the world. Third floor is perfect for entertainment such as Golden Display Cinemas, Mid Valley Exhibition Centre, House animals Wonderland, Cosmic Dish, Megakidz and a food courtroom. Besides the products, the proper display area also being taken into account to become easily accessible by the client. Mid valley is able to stimulate customers to invest more time and money in Mid Valley through the visual display merchandising.
The store listing:
PERFORMANCE MONITORING INSIDE A SHOPPING CENTER ACCORDING TO CUSTOMER SATISFACTION Section THREE:
- Anchors.
- Accessories.
- Apparel.
- Discounters.
- Entertainment.
- Exhibition/ Property Showroom.
- Food and Drink.
- Health/ Personal Health care.
- Houseware and Furnishings.
- Information Technology.
- Jewellery.
- Leisure.
- Luggage.
- Shoes and Handbags.
- Sporting Goods and Apparel.
- Sundry and Services.
- Tailoring.
- Textile.
- Watches and Pens.
PERFORMANCE MONITORING WITHIN A SHOPPING CENTER BASED ON CUSTOMER SATISFACTION CHAPTER THREE:
Mid Valley Megamall also provides certain services for the convenience of the customers. The services provided:
PERFORMANCE MONITORING IN A VERY SHOPPING CENTER BASED UPON CUSTOMER SATISFACTION Section THREE:
- ATMs.
- Banks.
- Cobbler.
- Laundrette.
- Money Changers.
- Post Office.
- Alteration Shop.
- Clinic.
- Dentist.
- Locksmith.
- Newstands.
- Print Shop.
PERFORMANCE MONITORING IN A SHOPPING CENTER BASED UPON CUSTOMER SATISFACTION Section THREE:
STAFF:
In addition, Mid Valley Megamall is continuously investing in a comprehensive personnel training and skills development program which targeted at improving both the gentle and hard skills of the personnel and permit them to execute their tasks in the right manner. The quality and attitude of the staffs will be indirectly impacting on the level of client satisfaction towards Mid Valley Megamall. The top qualities of the staffs are friendliness, helpfulness, communication skill and responsiveness.
BUILDING Design:
Challenge of the management team of Mid Valley Megamall is to ensure the customers willing to visit Mid Valley Megamall consistently. Mid Valley Megamall is a customer-centric shopping centre which offers best and wide selection of services. It is operated by an experienced team of industry experts to ensure the progressive marketing and leasing initiatives. Besides, Mid Valley Megamall was spent over millions in comprehensive store restoration and improving activities in order to boost and improve the mall's environment.
In terms of marketing, Mid Valley Megamall has prepared the advertising aggressively with the objective to supply the delightful shopping experience to the customers. To be able to bring exhilaration and hour of pleasure to the buyers, 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 reinforced by themed and strong-concept in-house occurrences throughout the shopping mall such as Mid Valley Megamall Fashion Week 2009 which expose the hottest springtime or summer selections through the wonderful design and chic runway shows. This show is selected for the fashion lover.
During different celebrations such as Hari Raya, Chinese language New 12 months, Merry Christmas celebration, Mid Valley Megamall will beautify the centre courtroom into atmosphere with unique and attractive theme. Mid Valley Megamall was the only shopping mall in Asia that achieved international acceptance in MAXI Prizes ceremony placed in Hollywood last year. This honor is prepared by International Council of Shopping Centres. For the Hari Raya celebration 2008, Mid Valley Megamall themed as "Cherish THE NICE Old Days in a Brand New Way" that create a harmony atmosphere. This unique theme help Mid Valley Megamall gained in the Aesthetic Merchandising category of the MAXI Honor.
SUMMARY:
This chapter has reviewed about the study process which include the research framework, research method and goal, population of questionnaire, the scale for the questions and distributing method. A research study in Mid Valley Megamall has been mentioned in this chapter; it includes the background, description, mission and perspective of Mid Valley Megamall. Furthermore, the factors that affects the client satisfaction being mentioned for the case study of Mid Valley Megamall. The factors are location and accessibility, infrastructure and facilities, product and services, staff and building layout.
