Study On The Improvement Strategy Of K Shopping Mall Tenants' Satisfaction

The shopping mall has gradually developed into the most mainstream retail mode in the world.The shopping mall provides one-stop experience for consumers at the same time,including shopping,leisure and entertainment.the shopping center is also generally has a convenient transportation service,spacious interior space,good facilities and beautiful image design,rich marketing activities etc.,so the shopping mall mode is becoming more and more popular.In China,the shopping center is booming,but it also faces many problems.The management of the shopping center has become the focus of the industry.K shopping mall is a large shopping mall in Qingdao.It has been open for nearly 3 years,and its popularity is booming.Also its sales volume is increasing year by year,and its services are highly praised.K shopping mall is currently at a critical moment of brand adjustment and it has the goal of two points,one is to optimize the brand portfolio,the two is to improve the rental income.There are two difficulties in the brand adjustment of K shopping mall.First,with the development of online sales,tenants become very cautiously when they decide whether to open a store in a shopping mall.Secondly,the competition between shopping malls is more and more fiercely.The managements of K shopping mall aware the importance of improving the satisfaction of tenants if K shopping mall wants to win the high quality tenants at a higher rental level.But the K shopping mall managements have no idea about the current level of its tenant satisfaction,neither about the improvement strategy.So it is necessary to evaluate the tenant satisfaction level,and to develop strategies according to the satisfaction evaluation.This paper is based on the domestic and foreign research results about the shopping center,customer satisfaction.According to the actual situation of the K shopping mall,four quadrant model is selected as the K shopping mall tenants satisfaction evaluation model.Subsequently,the author designs tenant satisfaction questionnaire and carry out the survey,and the questionnaire and the results is proved reliability and validity.After analyzing the questionnaire,the paper comes to some conclusions.First,the tenant satisfaction of the K shopping mall is 92%.Second,through correlation analysis,it is found that there is a positive correlation between store performance and satisfaction.There is no significant correlation between floor,store property and residence time.Third,through the analysis of four quadrant model,the maintenance speed and maintenance results are the two tasks that the K shopping mall needs to improve urgently.And the indexes are divided into three strategies including immediate improvement,active maintenance and proper maintenance.Finally,based on the above analysis,there comes to eight strategies to enhance tenant satisfaction of K shopping mall,including actively promote the maintenance work and ensure the daily operation of facilities and equipment,continue to strengthen the construction of information system and enhance the tenants experience,maintain the frequency of promotion activities to build aggregation of the city,maintain timely promotion to help tenants to improve business performance,keep the customer relationship maintenance level and actively carry out membership cooperation with the tenants,maintain the staffs' service awareness and enhance communication with tenants,maintain the level of property services to provide clean and safe environment,properly maintain the brand mix and seize the opportunity to upgrade the brand mix.In conclusion,this paper uses questionnaire,correlation analysis and four quadrant model method to evaluate K shopping mall tenants' satisfaction level,clarifies the strategies of the tenants' satisfaction improvement issue.It has practical significance to K shopping mall.In addition,it also provides ideas and methods for the improvement of the tenant satisfaction of other shopping mall,and has certain reference significance.