Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/221948
Title: SOURCES OF SHOPPING SATISFACTION IN MRT STATIONS
Authors: LEE WEI SHING
Keywords: Real Estate
RE
Fu Yuming
2014/2015 RE
Issue Date: 2-Jun-2015
Citation: LEE WEI SHING (2015-06-02). SOURCES OF SHOPPING SATISFACTION IN MRT STATIONS. ScholarBank@NUS Repository.
Abstract: Today, most if not all MRT stations have some form of shop spaces incorporated into the station premise. These small retail centres cater primarily to commuters who use the transport facility daily and provide great convenience to commuters due to the seamless connectivity from the station to the shopping area, allowing commuters to shop before or after a journey. A survey was conducted at Raffles Place MRT Station, which investigated 242 commuters’ perceptions towards a number of mall attributes in the station. The motivation was to find out what leads to a satisfactory shopping experience in a transit retailing context. The significance was that knowing what drive commuters to patronize retail shops in transit station hinges on how satisfied they are with the premise and its attributes. This is also to ensure that the retail spaces maintain relevance with the key target customer segments, in this case, commuters. The results show that the gender of commuter, convenience and variety related attributes leads to differ satisfaction and patronage levels, with convenience being the overwhelming influence. With regards to gender, atmosphere and advertising and promotional activities are perceived different by male and female commuters. Atmosphere is also perceived differently by younger and older commuters. The implications for future transit malls are that commuters should not be viewed as merely incidental shoppers but a considerable target segment that has its own distinct demands, as per any shopper in a regular mall.
URI: https://scholarbank.nus.edu.sg/handle/10635/221948
Appears in Collections:Bachelor's Theses

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