PERFORMANCE OF HDB NEW GENERATION NEIGHBOURHOOD CENTRES

Abstract

This research aims to examine the performance of the HDB New Generation Neighbourhood Centres (NGNCs), based on management and the shoppers' viewpoints Vista Point (VP), Taman Jurong Shopping Centre (TJSC) and Admiralty Place (AP) were the three case studies chosen for this research. Since this research is basically an exploratory and correlational study, survey methodology was chosen as the technique for data collection. The author interviewed the property managers managing the various centres personally. To ensure full response, the same method was used to gather a total of 180 interviews from the shoppers in the three centres. Statistical Package for Social Science (SPSS) was the primary tool used for the data analysis. The generated regression model was fairly robust with an adjusted R2 of 0.762. From a list of fourteen independent variables, six variables were found to have a strong correlation with the performance of NGNCs. These variables were sustenance, orientation, transport, tenant mix, compatibility and decision making. The results of the study showed that the perception of the shoppers towards the performance of the NGNCs was generally favourable. However there is still much room for improvement in these centres. It was found that there were some gaps in the two parties' perceptions, which requires the attention of the management. The author also thinks that the management should concentrate their efforts on the factors that could affect the performance of the NGNCs and the areas that were deemed unsatisfactory by the shoppers.