The purpose of this study is to investigate the factors and activities that the developer should concern to do business in community shopping centers. The results show the main factors and activities that influence the business of community shopping centers, also, support the developers of community shopping centers to understand the nature of their business. Since 2008, Community Mall or modern living centers have become the most dominant area for real estate developers.
It is Thai consumer behavior that causes lifestyle changes that correlate highly with the growth of a shopping mall.
Research Objectives
In addition, this paper aims to investigate the mechanism to maintain the facilities, to provide solutions to new and existing developers, and to understand the factors that developers should consider for the development of new community centers. This paper will be beneficial to community center owners who can use the findings in this paper to manage and maintain the cash flow of their tenant renting their facilities.
Expected Benefits
This thematic paper will mainly focus on the trend of community shopping centers, and the main activities and stage of operation in each period of the life cycle.
LITERATURE REVIEW
Factors for developing community mall
De Wit (1988) pointed out that a project should be considered an overall success not only a single factor whether the project meets the technical performance specifications or the goal to be carried out, and the high level of satisfaction among the project team, customers and users of the project effort. , this is a total success. Goals and expectations should include technical, financial, educational, social and professional aspects (Sanvido et al., 1992). Most investors will determine the benefits of shopping center investment from different perspectives than other careers, managing the shopping center to preserve the value of the property, creating and profiting at the same time, rental fees, marketing activities and leasing, relations between tenants and customers, public subsidies and support for transport in the service of the shopping center.
Well management to avoid being late according to the plan can control the financial aspects of the project and not the budget and creditworthiness of the project itself (Arain and Low, 2005). To clarify the meaning of planning, it means that the project should be executed before or on time, without any delay due to planning (Clarke, 1999). The attachment above shows how the attractiveness of the mall attracts the users' experience, where it tends to induce impulse purchases from the user.
In fact, the number of non-pleasurable feelings of the seductive experience motivates the participants in the highest among all the groups. Impulse buying, the majority of the reflection in the seductive experience describes impulse buying or efforts to avoid impulse buying. The nature of the shopping center image can be divided into three image dimensions, namely shopping environment and variety, parking and shopping environment and professionalism (Ruiz, 1999).
Strategic stage
The mall's image can be managed, promoted and improved by mall managers, but they must be recognized for it (Kupke, 2004). Most of the company noticed that loyalty is a competitive advantage when competing with other companies, if without customer loyalty, even the best company in the world can lose their business model. Service quality is a significant driving force in the development and understanding of knowledge to deal with the customer (Gerrard and Cunningham, 2001).
Service quality was defined as the gap between customers' expectations of the service and their perception of the service experience. This gap depends on the size and direction of the four gaps related to service quality assurance on the marketer's side. According to Sternberg and Lubart (1999), entrepreneurship is a form of creativity and can be characterized as a business activity because most new businesses are of a general model, but can turn the idea of creation into opportunities and business growth (Lee et al. , 2004; Nystro¨m, 1993).
Kiosks used small sales and store space, located in mall walkways, kiosk rental fees can be expensive compared to standard space (Dalton and Holland, 2003). Competition between products is no longer important, but the marketer's task is to identify the components that need to be developed to compete with competitors: product offering and positioning, store location, customer service, quality, sales design with minority and. In the next century, the successful retailer must be able to build its core strategies and adapt to the situation; once consumers perceive a brand, everything in the store or associated with the store has its own brand value.
Conceptual framework
RESEARCH METHODOLOGY
Reliability is a concern with the unexpected information that the change in data or theory is flexibility and evolves on the analysis methods. First, the conclusions of the data must be reasonable, and second, to confirm the research findings by confirming with another researcher. Triangular method will be chosen to support this thematic paper which will compare two case studies which will be based on the literature review.
The purpose of triangulation is to obtain the information and then confirm the findings through the different perspectives. The technique of using the information to support the knowledge by adopting the data collection to become the evidence or confirmation supports the process of triangulation method (Burns and Acar, 2001). Normally the data will be collected through focused interviews, focused interviews were primarily developed for communication research; the experimental can be based on the current situation suitable for the case studies for observing the uncontrolled situation (Merton et al., 1956).
The priority of the interview process should begin with the general information and objectives of the case study and the interviewee's personal information. In general, interviews should allow for answering and preparing for excessive questionnaire and research disclosure (Miles and Huberman, 1994; Yin, 1994). It is the job of the interviewer to avoid a bias towards his own perspective, which can lead to unproductive information.
FINDING AND DATA ANALYSIS
Interview 1
- Attitude & Readiness
- Construction period
- Operation Period
- Maturity
The policy and penalty for attendance at the community center should be stated in the contract. As for services, they said there are two types of services: 1) Community store services and 2) Shopping services. The services of a community shopping center are about the availability of parking, air conditioning system, toilet, security and so on.
These two services are required as important for the community center to be provided to the user. These can help transform behavior in the neighborhood and become loyal to the community center. The research and data collection they gained from the previous project will support and develop their team to become an expert in the community retail industry.
They declared as the largest community center in the Ratchaphruek area which is the community shopping center for the family. He mentioned that the reason for developing malls is because they want to serve a shopping destination for people in the surrounding area. The parking area is directly connected to the shopping center areas of the community which create a sense of convenience for the users.
Interview 2
- Readiness & Attitude
- Construction Period
- Operation Period
- Maturity
The founder of this community mall was the General Manager of the company before he discovered that community mall business is attractive. Once all these factors were taken care of, managing the community center will be easy. He aims that this mall would be a place where people can relax and enjoy their life.
Moreover, he takes care of the service quality of the community shopping center himself, instead of hiring a professional to manage it. According to the survey results, tenants will be the most important player in retaining customers in the neighborhood shopping center. The concept of "The Habor Of Joy" means the modern community shopping center with joyful, happy, warm and one-stop service.
This community center is the first community center to have a Starbucks drive through (www.muangthai.com). Green areas provide more requirements and more ventilation for the community shopping center (www.manager.co.th). I went to this community mall on a weekday afternoon for the interview with the founder.
DISCUSSION AND CONCLUSION
- Conclusion
- Recommendations
- Limitation
- Future Research
Successful developers have their own strategy for managing and operating a community center to survive in the business. Strategies and activities for the development and operation of community stores are different compared to the same sector. However, there are several common factors/activities that impact the business in this industry as shown in the diagram below.
This is not a key to success, but it is a guideline for developing and operating a community mall in Thailand, which can be beneficial for the new developers and investors who want to enter or invest in this business sector. Tenant selection is another essential factor because tenants themselves can motivate traffic to the neighborhood shopping center. The main success of doing community mall is taking care of our customer and our customers' customer (user).
As a result, the data may not represent all community centers in the Thai market, but this research can raise awareness about factors and activities that are important for significant community store development. Future research can be done to investigate user opinion on the same factors to compare the requirement of both supply and demand side in the community center market. More research needs to be done to identify the needs of customers and identify factors that influence customer satisfaction.
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