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钱柜娱乐777:购物中心顾客满意度研究case study部分

时间:2018-05-08 08:49来源:钱柜777官网作者:cinq 点击:
本文是留学生作业案例研究case study写作部分参考,主要内容是以MeGAMALL作为研究对象,通过数据收集对购物中心顾客满意度进行研究。
在前面的章节中,二手数据,如书籍,期刊和在线期刊被用来进行文献综述。在这一章中,通过案例研究收集主要数据。本章将包括研究目的、研究方法、抽样方法、研究工具和案例研究所收集的信息。下一章将对数据进行分析。
本案例研究旨在调查当地顾客对购物中心性能的满意度。选择MeGAMALL作为研究对象。整个研究的时间框架为1个月。
 
In 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 case study. This chapter will cover the research framework consists of research purpose, research method, 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 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 study. The time frame for the whole research is 1 month.
 
RESEARCH FRAMEWORK: 研究框架:
First 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 shopping centre from the customer's satisfaction in general, thus, it is known as overall status survey. According to Vavra, overall status survey is emphasized more on the general issues, overall performance, and overall customers' satisfaction. (2002).
 
RESEARCH METHOD AND PURPOSE: 研究方法与目的:
This research is conducted using quantitative research method. From the customer satisfaction survey, the research information collected from the sample is the primary data. The aim of this study is to investigate the level of customers' satisfaction in a shopping centre, to identify 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 METHOD: 人口和抽样方法:
Sampling method is a method of choosing a group of peoples from the entire target population in order to obtain the required information. 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 Mid Valley 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 Valley Megamall 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 representative of Malaysian customers of Mid Valley Megamall.
 
DESIGN OF QUESTIONNAIRE: 问卷设计:
Questionnaire 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 better 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 sections. The first section is about the demographic profile of the respondent. The objective is to know the respondents' background. 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.
 
SCALE: 规模:
For 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 METHOD: 分配方法:
Distribution 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 Valley Megamall and at the same time they return the questionnaires.
 
CASE STUDY: MID VALLEY MEGAMALL: 案例研究:
BACKGROUND: 背景
Mid Valley Megamall is one of the Malaysia's 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 integrated mixed-use developments in the world. The construction starts in year 1995. At present, it comprises Mid Valley Megamall, Cititel Hotel, Menara IGB, Boulevard Offices, 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 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 MEGAMALL:
Mid 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 Screen Cinemas. Besides, it comprises 13 junior and mini anchors and 403 specialty shops. Mid Valley Megamall has a gross floor area of 4.5 million square feet and net 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 Award 2000 by Tourism Malaysia and Best Retail Development Award 2001 by FIABCI Malaysia (International Real Estate Federation). Mid Valley Megamall is a good choice for the local residents and foreign tourists.
 
MISSION AND VISION:
Mid Valley Megamall is aimed to fulfilling everyone's 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 service standard and it wishes to create a modern and stylish shopping paradise for their customers. As long as the customers are in the Mid Valley Megamall, they will 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 SATISFACTION:
LOCATION AND ACCESSIBILITY:
Mid 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. It's 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 Valley has offers free complimentary shutter bus services (Trinton Bus) at an interval of 30 minutes to 1 hour that travel between Bangsar LRT Station and Mid Valley South Court. Other option of transportation is the public transport available.


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