Shanghai Shopping Mall Tenants' Satisfaction Measurement System And Empirical Research

In China, the shopping mall is a business company which provides consumers with a comprehensive service, it been developed, managed and operated by the company and contains many variety of retail shops and services facilities. The shopping mall has a short history in China, only about 10 years, but with the improvement of living standards, while to meet the shopping integration, facilitation needs in major cities, the shopping mall have begun to flourish develop in Shanghai, Beijing and Shenzhen. The article takes the representative of the shopping mall--Shanghai Grand Gateway, to study the tenant satisfaction measurement system and its empirical application in the shopping mall. At first, the article introduces the concept, characteristics of shopping mall and tenants, then put together home and abroad literature about customer satisfaction and evaluation system, and summarize the various of models about customer satisfaction based on reading literature, meanwhile combine with the real situation, learn from the successful experience and precedent of structural equation model which applied in consumer satisfaction. As the lack of domestic tenant satisfaction measurement system used in the shopping mall, the article proposes the following solution because of this situation.This paper presents a multi-dimensional multi-level shopping mall tenants satisfaction evaluation index system, the indicator system turned into the tenant importance and satisfaction surveys questionnaires of a shopping mall rents/benefits, services and image, then determine the evaluation system at all levels of index weights through survey of tenants. In addition, this article uses the application of statistical software SPSS 17.0 to analyse tenant satisfaction data, verify the tenant satisfaction questionnaire reliability and validity, the results show that the evaluation index system and questionnaire is reasonable for the shopping mall.The research method is used in empirical research on this basis which the evaluation index system applied in shopping mall tenant satisfaction. This article proposes three methods of analysis results:correlation analysis, evaluation used to identify the important factor which the tenants evaluate shopping mall's rent or efficiency, service quality, image, satisfaction and loyalty; Variance analysis, to identify differences between different types of tenants have different need and satisfaction of shopping mall; Quadrant Analysis, to find the existence of competitive strengths and weaknesses when shopping mall operates now. In addition, use the structural equation further validate this hypothesis based on the correlation analysis, meanwhile to analyze and verify the model which proposed in this paper.