SHOPPERS' AVOIDANCE OF SMRT XCHANGES

Abstract

Transit-malls are common in many countries. In Singapore, SMRT Corporation, a governmentlinked mass rapid transit (MRT) service provider has started in 2005; makes use of the space in the train stations as retail space. The retail space in the SMRT Xchanges is leased out to offset the operation costs of the MRT services. It was reported in the press that Dhoby Ghaut Xchange was virtually a ‘ghost town’ and the tenant turnover was high. Hence it is the objective of this research to examine what are the factors that lead to shoppers’ avoidance of these shopping centres despite located in locations with high human traffic. A survey was conducted in 4 of the SMRT Xchanges, namely, Dhoby Ghaut Xchange, Choa Chu Kang Xchange, Tanjong Pagar Xchange and Raffles Xchange. 300 shoppers were surveyed to find out the shoppers’ perceptions of the SMRT Xchanges to identify the factors affecting avoidance behaviours. The survey results show that the SMRT Xchanges need to have a stronger tenant-mix that offers a wider variety of shops and food and beverage choices. It was also found that locational factors, variety and atmosphere have important influence on shoppers’ patronage. The lack of these factors could lead to shoppers’ avoidance. Hence, more attention is needed for SMRT at the planning stage to ensure a successful SMRT Xchange.