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Title

A study of marketing strategy of shopping centre for customer retention in Hong Kong

Author(s)

Chu, Ka-wai; g1Vag

Citation

Issue Date

2009

URL

http://hdl.handle.net/10722/128605

Rights

The author retains all proprietary rights, (such as patent rights) and the right to use in future works.

A STUDY OF MARKETING STRATEGY OF SHOPPING CENTRE FOR CUSTOMER RETENTION IN HONG KONG

by

CHU KA WAI

DISSERTATION

Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong Kong December 2009

DECLARATION

I declare that this dissertation, entitled A study of marketing strategy of shopping centre for customer retention in Hong Kong, represents my own work, except where due acknowledgement is made, and that is has not been previously included in a thesis, dissertation or report submitted to this University or other institution for a degree, diploma or other qualification.

CHU KA WAI

ii

ACKNOWLEDGEMENT

I wish to express my sincere gratitude to my supervisor, Dr. Eddie Hui, for his professional guidance and support. He has provided many valuable advices and opinions during my

preparation of this research paper.

Moreover, I would like to thank my interviewees for their valuable time to fill in the questionnaire. They made a lot of contributions in my data collection. I also want to

take this opportunity to thank my friends, family and colleagues for their unfaltering support and assistance.

iii

Abstract 1 Chapter One - Introduction
1.1 Background 1.2 Research Questions 1.3 Significance 1.4 Goals and Objectives

2 Chapter Two - Literature Review/ Background 2.1 Definition and Concept of Shopping and Shopping Centre 2.1.1 Shopping 2.1.2 Shopping Centre

2.2 Background of Shopping Centre Development 2.3 Classifications of Shopping Centre 2.3.1 Territorial Shopping Centre 2.3.2 District Shopping Centre

2.3.3 Neighbourhood Shopping Centre 2.4 Definition and Concept of Marketing and Marketing Strategy 2.4.1 Marketing 2.4.2 Marketing Strategy 2.4.3 Marketing Mix

2.5 Definition and Concept of Customer Retention 2.6 Shopping Centre Marketing Mix Framework 2.6.1 Place – Location/ Accessibility 2.6.2 Physical Evidence - Exterior Design 2.6.3 Product - Interior Design, Tenant Mix and Leisure Attractions 2.6.4 Promotion - Communications Mix iv

2.6.5 Price - Cost of Access 2.6.6 Process - Customer Service 2.6.7 People - Customer Participants

3 Chapter Three - Methodology
3.1
3.1.1 3.1.2 3.1.3

Research Methods
Documentation Customer Survey Site Investigations

3.2
3.2.1 3.2.2 3.2.3

Shopping Centres
ifc mall apm New Town Plaza

4 Chapter Four - Data Analysis and Results
4.1 4.2
4.2.1 4.2.2 4.2.3 4.2.4

Overall Results Analysis For Different Categories
Gendor Age Group Education Level Income Level

4.3 4.4 4.5

Analysis For Customer Satisfaction of Shopping Centre Analysis For Customer Spending Behavior of Shopping Centre Analysis of the Relationship between Marketing Strategy, Customer Satisfaction and Customer Retention of Shopping Centre

4.6

Discussions, Implications and Recommendations
v

Chapter Five – Conclusions and Recommendations
5.1 5.2 5.3 Summary/Conclusion Management Implications Limitations and Scope for Further Study

Appendix Bibliography

vi

ABSTRACT

This paper examines the relationship between the marketing strategy and the customer retention of shopping centre industry in Hong Kong and identifies the major components of marketing strategy for enhancing and sustaining the customer retention to the shopping centre. The economic development had grown rapidly in the past decades. The

shopping behaviour of the customers has also changed a lot from purchasing in a general store to the enclosed shopping mall with comfortable environment and air-conditioning facility, which created a good condition and atmosphere to the fast growth of...
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