Successful neighborhood shopping mall in Hong Kong : an explanation

Abstract

This study focuses on the success of neighborhood shopping mall in Hong Kong. Many Western literatures have studied and suggested many success factors of a shopping mall, such as accessibility, location, design of the shopping mall, facilities provided by the shopping malls, management services standard, shopping malls environment, promotional activities. It is seldom to have similar study and research in Hong Kong. Some years ago, two local property management practitioners, Chan and Kwan devised a shopping mall management model for the study of a successful shopping mall. In the model, it has two core elements, Accessibility and Creativity, and five controllable and four uncontrollable variables, they are Management Services, Promotion activities, Shopping environment, Rent fixing, Trade and tenant mix, Change in customer needs, Innovation and new technology, Market competition, and Economic and demographic change. Few of similar studies have been done in Hong Kong afterwards and it seldom has focus on neighborhood shopping mall. However, due to the special environment of Hong Kong, neighborhood shopping mall developed its own niche and found successful due to the dense population. In addition, the rapid development of the retail market and shopping malls in Hong Kong, together with such a small area with plenty of shopping malls, it is valuable to have study about the topic. A detailed empirical background of the shopping malls in Hong Kong would be studied and followed by the conceptual study of the success of shopping mall and applicability in Hong Kong. A questionnaire survey was conducted to collect the view and behaviors of the shoppers of selected neighborhood shopping malls. In the survey, many aspects and factors related to the success of a shopping mall would be studied. Also, which factors contribute to the spending and visit to the shopping malls would be studied too. Conclusion and discussion would then be made based on the result from the survey.