A study of marketing strategy of shopping centre for customer retention in Hong Kong
Chu, Ka-wai; g1Vag
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
CHU KA WAI
Submitted in partial fulfillment of the requirements for the degree of Master of Housing Management The University of Hong Kong December 2009
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
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.
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
3.1.1 3.1.2 3.1.3
Documentation Customer Survey Site Investigations
3.2.1 3.2.2 3.2.3
ifc mall apm New Town Plaza
4 Chapter Four - Data Analysis and Results
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
Discussions, Implications and Recommendations
Chapter Five – Conclusions and Recommendations
5.1 5.2 5.3 Summary/Conclusion Management Implications Limitations and Scope for Further Study
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...