Customer Strategy

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

Bibliography: 5 customers, but less examines on retaining existing customers (Kotler, 2001). However, in today’s turbulent and fiercely competitive retailing environment, the shopping centre manager faces the tasks not only to attract shoppers patronizing the mall but also to maximize retention of current patrons (Yavas, 2003)