Factors affecting customer satisfaction for upstairs shops in high-rise buildings

Abstract

Due to severe competition for street-level storefronts and mall spaces, shops have shifted uptown as the need for commercial space has expanded. Given the growth of upstairs businesses for years, understanding how various factors impact consumer satisfaction become crucial. As with this, landlords and tenants would then take priority of aspects that have a significant impact on customer satisfaction in their business decisions. The research aims to study the difference between upstairs shopping in high-rise buildings and shopping in malls or on streets, investigate the significant factors affecting customer satisfaction with the upstairs shopping experience in high-rise buildings and provide suggestions for retailers to choose high-rise buildings and for owners to improve the attributes identified in this research that would significantly increase customer satisfaction. A literature review yielded a total of 20 qualities, including categories of convenience, building environment, tenant presence, and customer service. Real estate specialists were interviewed for their viewpoints on qualities, the importance of ownership, and recommendations for landlords who want to succeed. The Kano Model was used in this study to identify the attributes that would contribute to customer satisfaction. A questionnaire based on the consumers' perceived levels of satisfaction and dissatisfaction is developed and a survey is conducted to collect data. According to the results of data analysis, "location convenience," "accessibility of lifts and escalators," "temperature control and illumination settings," "hygiene of public spaces," "Washrooms," "customer service attitude," and "accuracy of information provided by customer service" are all must-be requirements. "Opening hours," "Provide everything required," "Parking services," and so forth. "Public space spaciousness," "public space architectural design," "decorations and signs in public places," "Product quality," "Product price," "Variety of renters," "Tenants' reputability and fame," and "Tenants' aftersales services" are all attractive qualities. The top three most significant attributes, according to the importance ranking, are "convenience of location," "hygiene of public areas," and "accessibility of lifts and escalators." They are both must-be characteristics, emphasizing their critical relevance in determining client contentment when upstairs shopping. Following a review of each of the characteristics that impact consumer satisfaction when shopping upstairs, recommendations are suggested to improve customer satisfaction and enable landlords to prioritise planning and development decisions. To begin, buildings, particularly the most heavily trafficked areas, should be meticulously cleaned on a regular basis, especially during a pandemic when hygiene is a major concern for customers. Second, if a building lacks adequate washrooms and lifts, it is recommended that the situation be addressed during refurbishment or renovation to ensure that they are adequate, clean, and easily accessible to customers. Third, directional signage should be clear and sufficient throughout the buildings to assist customers in finding the appropriate location. Fourth, a clear market positioning is essential because it aids in the decision-making process for various planning strategies. Fifth, putting supporting services on hardware could be a way to attract tenants, especially if the building is geared at small, start-up tenants who aren't familiar with building services. Lastly, while numerous elements have been recognized as appealing to customers, it is suggested that the requirements be prioritized based on two factors for planning: importance and conformance with current building layouts. Each building has unique traits that should be emphasized in order to make it stand out by preserving its original characteristics and maximizing its potential.