SUCCESS OF SUNTEC CITY MALL

Abstract

Suntec City Mall, which was fully completed in 1997, has to be competitive as there has been an increasing competition in the retail industry. This study seeks to assess the success of Suntec City Mall, and to examine the factors that influence its performance. Face-to-face questionnaire interviews were conducted with the shoppers to find out their level of satisfaction of the mall. Other methods for data collection included site visits, as well as in-depth interviews with the management of Suntec City Mall. Simple descriptive statistics were used to analyse the data. Suntec City Mall enjoyed high rental rates, high occupancy rates, high sales turnover, and 97% of the shoppers' interviewed were generally satisfied with the overall management of the mall. The analysis of the shoppers' perspective, consumer behaviour and their shopping patterns revealed that shoppers' are very satisfied with the Suntec City Mall. Main factors influencing on the performance of the Mall varied from the physical characteristics of the building, accessibility to and within the shopping mall, car park facilities, tenant mix, advertising and promotion, to the maintenance standards of the Mall.