The Mid Valley Megamall Tourism Essay

The middle vale Mega sum Tourism testifyIn the previous chapter, secondary data such(prenominal) as books, journals and online journals atomic number 18 employ to conduct the literature review. In this chapter, primary data is put in by dint of the movement study. This chapter give cover the look for framework consists of research suggest, research method, sampling method, research instrument and education poised from the end study. The analysis of the data is discussed in the next chapter.This cheek study is conducted for the purpose of investigating the take of guest blessedness of the local customers towards the accomplishance of a obtain summation. mid(prenominal) v all in alley mega prom is chosen as the subject in case study. The time frame for the whole research is 1 month. inquiry FRAMEWORK archetypical of all, the measurement objectives must be specified in order to simplify the research serve. Basically, there ar quartet types of customer satisfact ion survey which is based on the measurement objectives of the research (Vavra, 2002). Since this research is used to investigate the direct of performance of a shopping centre from the customers satisfaction in superior familiar, thus, it is known as overall status survey. agree to Vavra, overall status survey is emphasized more on the general issues, overall performance, and overall customers satisfaction. (2002)RESEARCH METHOD AND PURPOSEThis research is conducted utilise quantitative research method. From the customer satisfaction survey, the research tuition 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 existing need of customers with the distribution of questionnaires to the sample and to clarify whether the performance meet the customers expectations.POPULATION AND sample distribution METHODSampling method is a method of choosing a aggroup of peoples fro m the entire target population in order to obtain the involve information. Basically, there argon both types of sampling designs probability and non-probability. This research has follow non probability sampling technique which is most suitable for a widely dispersed population such as the customers of mid(prenominal) vale Megamall. It is unimaginable to use the probability sampling method for this research due to the clog in identifies the target populations as it is too large for research. The sample is selected to imagine the egregious results because less cost and time required and the sample is slow obtained while compared with the probability sampling technique.The target populations for this research are the Malayan customers of mid(prenominal) 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 snow customers ranged from 18 to 50 years old is considered as representative of Malaysian customers of middle valley Megamall.3.4 DESIGN OF QUESTIONNAIREQuestionnaire 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 resolution 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 run the rate of response. According to Vavra, there are four types of question do-nothing 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 back launch. The second section is about the general information regarding the relationship between the re spondents and the shopping mall. Besides, it is used to identify the actual need of the customers. The three section is about the investigation on the level of satisfaction of the customers from the sample chosen towards the mend, ware 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 admirer the shopping mall to sharpen their performance in the future.3.5 SCALEFor the questionnaire, e very(prenominal) 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 numerical overcomes which used by the customers to express their fe elings 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.3.6 DISTRIBUTION METHODDistribution method excessively 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 middle valley Megamall and at the same time they return the questionnaires.3.7 CASE analyze MID VALLEY MEGAMALL3.71 BACKGROUNDmid(prenominal) valley Megamall is one of the Malaysias largest urban development projects in the world. It was one of the projects inside the middle valley metropolis. middle 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(prenominal) Valley Megamall, Cititel Hotel, Menara IGB, avenue Offices, Boulevard Hotel, trade unionpoint middle Valley City, Centrepoint North and southeasterly Towers, The Gardens Retail Gallery, The Gardens Hotel, The Gardens Residences and two landmark office broods.IGB Corporation Berhad, a property and investment dimension company listed on Bursa Malaysia Securities Berhad is the developer of mid(prenominal) Valley City while the middle Valley Megamall is owned and operated by Kris Assets Holdings Berhad, a listed IGB subsidiary company. A two dimension master plan of middle Valley City is enclosed in appendix.3.72 DESCRIPTIONS OF MID VALLEY MEGAMALLmid(prenominal) Valley Megamall is selected for the case study. mid(prenominal) Valley Megamall is launched in year 1995 and it was opened in November 1999. Mid Valley Megamall is a complex cons ists 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 filmdom Cinemas. Besides, it comprises 13 junior and mini anchors and 403 specialty shops. Mid Valley Megamall has a gross embellish field of study of 4.5 one thousand million square feet and net lettable commonwealth exceeds 1.7 million square feet.Mid Valley City is planned and developed as a City in a CityMid Valley Megamall is a spot part of Mid Valley City. It was prizeed the Best sponsorping Complex cede 2000 by Tourism Malaysia and Best Retail Development Award 2001 by FIABCI Malaysia (International Real Estate Federation). Mid Valley Megamall is a good election for the local residents and foreign tourists.Jusco is the Malaysias shopping selling chain and supermarketsCarrefour is the largest hypermarket chain in the world in terms of size and the second large st retail group in the world in terms of revenue and third largest in terms of profit. It occupies one floor of Mid Valley Megamall. It provides a wide range of products, from fresh farm products, colourful seafood to household brands.Metrojaya occupied three floors of Mid Valley Megamall and offers wide range of local and multinational quality products which cater the need of medium and high income groups.Golden Screen Cinemas is the Malaysias largest chain of cinema which offers 18 screens and provides 2899 comfortable seats and spacious pin room. GSC not only arrests you the exceed blockbuster, but also the international screening. cipher Four Anchor Tenants of Mid Valley Megamall3.73 MISSION AND VISIONMid Valley Megamall is aimed to fulfilling everyones needs. In order to achieve the bursting charge, the highly energetic and skilful professionals are appointed in departments. In fact, Mid Valley Megamall emphasizes on their service standard and it wishes to create a moder n 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 agonistic retail industry.3.74 FACTORS INFLUENCE THE CUSTOMER SATISFACTIONLOCATION AND ACCESSIBILITYMid Valley Megamall is strategically located between Kuala Lumpur Central Business partition and Petaling Jaya. It is located in a convenient location that smoke 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 court of laws. The KTM commuter station can be accessed through a covered pedestrian bridge to the Megamall. Its believed to deal an average of 10,000 passengers each day. The station is disable-friendly, and fa cilities comprise toilets, lifts, covered platforms, ticket and information counters and ticket vending machines. Furthermore, Mid Valley has offers free complimentary close bus services (Trinton Bus) at an interval of 30 minutes to 1 hour that travel between Bangsar LRT Station and Mid Valley South lawcourt. Other option of transportation is the public transport available, the detail information about public transport is shown in figure. write in code The KTM Route(Source Mid Valley Megamall ex officio website)Monday-ThursdayFriday-SundayServices available at every 30* minutes intervals*Subject to traffic conditionsForm Bangsar LRT StationFirst sack 8.05 am coda qualifying 10.40pmFrom Mid Valley MegamallFirst Departure 8.10amLast Departure 10.45pmForm Bangsar LRT StationFirst Departure 8.05 amLast Departure 10.40pmFrom Mid Valley MegamallFirst Departure 8.10amLast Departure 10.55pmNo shuttle services between these time10.55am 11.25am3.10pm 4.10pm7.30pm 8.00pmNo shuttle bus services between there times10.55am 11.25am2.45pm 3.45pm7.15pm 7.45pmFigure Bus Schedule for Shutter Bus(Source Mid Valley Megamall official website)Bus NoBus RouteFrequencyBus stanch LocationT631University LRT Station Mid Valley Megamall University LRT Station20 30 minNorth CourtU66Klang Bus al-Qaida KL Sentral Brickfields Mid Valley Megamall Taman Medan15 20 minNorth Court South CourtU84Klang Bus Stand KL Sentral Bangsar LRT Station Mid Valley Megamall Kelana Jaya15 20 minNorth Court South CourtU85Klang Bus Stand KL Sentral Bangsar LRT Station Mid Valley Megamall SS2 Seapark15 20 minNorth Court South CourtU87Klang Bus Stand KL Sentral Bangsar LRT Station Mid Valley Megamall Bangsar Park15 20 minNorth Court South CourtFigure General Bus Services(Source Mid Valley Megamall official website.)Mid Valley Megamall can be accessed through five major highways and two railway lines. In the future, the improvement of avenue and public transportation will be done. It includes a designated monorail station, a connexion bridge to the Putra LRT Station and the upgrading of internal traffic flow. Being located in between Kuala Lumpur and Petaling Jaya, an amount of RM250 million was invested in constructing a flyover and conjure up the network of road for the purpose to connect the Federal Highway and all the major catchment and residential suburbs or businesses premises within Klang Valley to Mid Valley Megamall. The location plan is enclosed in appendix X. Meanwhile, the location of the department stores is also very important for the convenient of the customers.INFRASTRUCTURES AND FACILITIESMid Valley consists of four entrances located at the direction of east, south, north and west respectively. study Counters are available in Centre, North and South Court at ground floor. They are willing to assist those customers by showing a helpful attitude. In terms of automobile parking, Mid Valley is provided 4000 car lay in order to cater the need of high push during peak hours. Effective from 5 May 2008, the basement car parks of Mid Valley Megamall The Gardens Mall were separated where the car parks for Mid Valley Megamall are zones A and C. The exact location of the parking area is shown in the plan enclosed in appendix.Figure New Car Park Rates effective 26 March 2007 until the present.(Source Mid Valley Megamall official website.)Besides, Mid Valley Megamall also provides washrooms and baby changing facilities. The washrooms provided for the profit of all the customers while the baby changing facilities are provided for the benefit of a mother. In addition, Mid Valley Megamall is comprises five lifts which enable the customers to travel from floor to floor. Escalators also available at East, South and North Court and there are two travelators that connecting the lower ground floor with basement which is very convenient for the customers. A proper floor plan is enclosed in appendix for further clarification of the exact location for the facilities and infrastructures.PRODUCTS AND SERVICESMid Valley consists of five floors where each floor is specifying for certain products and services. Lower ground floor is for daily essentials such as hypermarket, supermarket, pharmacies and money-changers. Besides, this floor is providing a many fast food outlet and local delights. Ground floor is generally for the adults which include the apparel, footwear, accessories, beauty care, health care, bookstore and others essential items that fulfill the desires of an adult. First floor is the paradise for a kid, which include the fashion for kids, beauty and pilus saloons for the adults. Second floor is specialized for those who wish to decorate their house. Besides, IT Centre is also available in this floor to cater the need of young genesis in the ever changing technology of the world. Third floor is for entertainment such as Golden Screen Cinemas, Mid Valley collection Centre, Pets Wonderland, Cos mic Bowl, Megakidz and a food court. Besides the products, the proper display area also being taken into consideration in order to be easily accessible by the customer. Mid valley is able to turn on customers to spend more time and money in Mid Valley through the visual display merchandising.The store directoryAnchorsAccessoriesApparelDiscountersEntertainment army/ Property ShowroomFood and BeverageHealth/ Personal alimonyHouseware and FurnishingsInformation TechnologyJewelleryLeisureLuggageShoes and Bags degraded Goods and ApparelSundry and ServicesTailoringTextileWatches and PensMid Valley Megamall also provides certain services for the convenience of the customers. The services providedATMsBanksCobblerLaundrette silver ChangersPost OfficeAlteration ShopClinicDentistLocksmithNewstandsPrint ShopSTAFFIn addition, Mid Valley Megamall is continually investing in a all-embracing staff training and skills development programme which aimed at improving both the soft and hard skills of the staff and enable them to perform their responsibilities in a right manner. The quality and attitude of the staffs will be indirectly affecting the level of customer satisfaction towards Mid Valley Megamall. The important qualities of the staffs are friendliness, helpfulness, communication skill and responsiveness.BUILDING LAYOUTChallenge of the direction team of Mid Valley Megamall is to escort the customers willing to visit Mid Valley Megamall repeatedly. Mid Valley Megamall is a customer-centric shopping centre which offers best and wide range of services. It is operated by an experienced team of industry experts to ensure the innovative marketing and leasing initiatives. Besides, Mid Valley Megamall was invested over millions in comprehensive store renovation and upgrading activities in order to improve and enhance the malls environment.In terms of marketing, Mid Valley Megamall has planned the promotion aggressively with the guardianship to provide the delightful shoppin g experience to the shoppers. In order to bring excitement and hour of enjoyment to the shoppers, visual merchandising are used in creating a ludicrous atmosphere for the public and enhance the competitiveness of Mid Valley Megamall. The marketing and promotional activities are supported by themed and strong-concept in-house events throughout the mall such as Mid Valley Megamall vogue Week 2009 which introduce the hottest spring or summer collections through the mythologic design and chic runway shows. This show is designated for the fashion lover.During different festivals such as Hari Raya, Chinese New Year, Merry Christmas celebration, Mid Valley Megamall will decorate the centre court into atmosphere with unique and attractive theme. Mid Valley Megamall was the only shopping mall in Asia that achieved international actualization in MAXI Awards ceremony held in Hollywood last year. This award is organized by International Council of Shopping Centres. For the Hari Raya celebra tion 2008, Mid Valley Megamall themed as Cherish The Good Old Days in a Brand New Way that create a harmony atmosphere. This unique theme help Mid Valley Megamall won in the optic Merchandising category of the MAXI Award.3.5 SUMMARYThis chapter has discussed about the research process which include the research framework, research method and purpose, population of questionnaire, the scale for the questions and distributing method. A case study in Mid Valley Megamall has been discussed in this chapter it includes the background, description, mission and vision of Mid Valley Megamall. Furthermore, the factors that influences the customer satisfaction being discussed for the case study of Mid Valley Megamall. The factors are location and accessibility, infrastructure and facilities, product and services, staff and building layout.