指导英国essay：企业竞争力

企业竞争力
The business competitive power

 

为了提高企业的竞争力，企业的房地产业务必须能够最大限度地提高收入和利润。绩效管理和测量已成为组织中的一个重要因素。它有助于实现组织的愿景和使命，也提高目前的绩效水平。本研究的主要思路是澄清不同语境下的表现意义。

 

组织可以使用各种工具来衡量性能水平。然而，传统的方法是集中在个人的水平，因为这种措施和其他措施相比是简单和容易进行。不幸的是，它可以提高员工的绩效，而不能帮助组织实现他们的目标。为了更好地反映本组织的绩效水平，其他方面如客户满意度、投资率、资产率、市场份额的增长也需要加以考虑。然而，由于时间和成本约束，一些措施是复杂的。

 

基本上，在房地产市场有三种类型的部门，即，零售，办公和工业部门。零售业可以分为购物中心，超市、大卖场、商业街。客户是一个组织的重要资产，特别是在零售行业。在这个竞争激烈的世界中，零售业总是能够提供更好的物理环境，为顾客提供更多的便利，以获得顾客满意。毫无疑问，一个愉快的购物环境会吸引更多的顾客，从而会给组织带来更多的利润。但实际情况是，一个购物中心是如何管理来衡量和提高客户满意度是不可预测的。

 

In order to improve the business competitive power, the corporate real estate must be able to maximize the performance in terms of revenue and profit. Performance management and measurement has becomes an important element in an organization. It helps to achieve the organizations' vision and mission and also enhance the current performance level. The main idea of this research is to clarify the meaning of performance in different context.

 

The organizations can use various kinds of tools to measure the performance levels. However, the traditional approaches are concentrating more on individuals' level because this kind of measure is simple and easy to be conducted compared to the others measures. Unfortunately, it can just enhance the performance of employees, without helping the organization to achieve their goals. In order to better reflects the performance level of the organization, others aspects such as customer satisfaction, rate on investment, rate on assets, and growth in market shares also need to be taken into consideration. However, some of the measures are complicated due to the time and cost constraint.

 

Basically, there are three types of sector in the property market, namely, retail, office and industrial sectors. Retail sector can be split into shopping centres, supermarket or hypermarket and high street. Customer is an important asset for an organization especially in retail sector. In this competitive world, retail sector is always compete to provide better physical environment and offer more amenities to their customer in order to gain customer satisfaction. No doubt, a pleasant shopping environment will attract more customers and consequently will bring more profit to the organization. But the reality is how far a shopping center is managed to measure and enhance customer satisfaction is unpredictable.

 

To become a customer-driven organization, one must be constantly in touch with their customer base. In today's market, the retailers must concentrate on providing what the customers' desire in terms of product and service.

 

研究背景-Background of Study:

 

Shopping Center is one of the corporate real estate that requires a proper performance measure system to achieve their organization's goal and objectives. There is a relationship between customers and the shopping center where the customers' satisfaction will affect the reputation of the shopping center in public. In another words, it means that the shopping center is perform better if the customers' satisfaction is high.

 

Customer satisfaction is very important for a shopping center to determine the actual need of the customers and further enhance the current condition of the shopping center to suit the preference of the customers. Therefore, it is essential for a shopping center to identify the source of satisfaction in order to accomplish the objectives of the shopping center in fulfilling the needs of customers.

 

Although the market has paying attention to the customer satisfaction in retail sector, there is limited universal conceptual framework used to measure the customer satisfaction. The main purpose of this research is to find out the level of customer satisfaction in a shopping center based on several criteria based on the frameworks related to dimension of performance variables and understand one of the performance management and measurement system namely, the 'Balanced Scorecard'.

 

This study is aimed to enhance understanding of performance monitoring in a shopping center. Performance in a shopping center can be measured from the financial perspective, customer perspective, behavioral perspective and operational perspective. This research is just focus on the customer satisfaction in a shopping centre.

 

In this study, a case study is conducted at Mid Valley Megamall. The purpose of the case study is to analyze the performance of the Mid Valley Megamall based on the customer satisfaction. This study is to investigate the important variables concerning the customer satisfaction. At the end of this study, some recommendations on how to improve the current performance is given.

 

研究问题-Research Question:

 

The performance measurement of a corporate real estate is a very complicated process. There are different kinds of measuring method for different kinds of organization. Shopping center is one type of operational real estate. The performance of a shopping center can be measured from different perspective such as operational perspective, financial perspective, customer perspective and behavioral perspective.

 

In fact, some shopping center will have a simple performance measurement system, while some of the shopping center will have a comprehensive performance measurement system, this phenomenon happens due to different strategy and objective of the shopping center. Since the information about the financial details in a shopping center is hardly obtained due to the privacy limitation, customer surveys are more suitable for the research study. Therefore, this study is to investigate on how to measure the performance of shopping center based on customers' satisfaction and what is the factors that most likely to influence the customer satisfaction.

 

目的-Objectives:

 

In order to enhance the understanding of performance monitoring in a shopping center, the following objectives are highlighted:

 

1. To increase understanding of the concept of performance management and measurement. 2. To investigate the level of customers' satisfaction in a shopping center. 3. To provide recommendation for the shopping center on how to improve the performance based on customer satisfaction.

 

Scope of Study:

 

The case study is focus on one of the method used to measure the performance which is based on customers' satisfaction on the quality of services, facilities, enjoyment, hygiene factor and staffs' attitude. Mid Valley Megamall is chosen as the subject for case study.

 

Significance:

 

This case study is very significant for those undergraduates who are interested to do a further study on what are the factors influences the performance of the shopping center. It is important for the owners because this research will improve their understanding on the performance of the shopping center. Besides, this study also intends to improve the understanding of the concept of performance. One must know the performance of the organization, and then can determine how to utilize the organizations' resources to improve the customer satisfaction.

 

研究方法-Research Methodology:

 

This study is under categories of exploratory research. In this study, the data is collected through the primary and secondary resources.

 

Primary resources can be obtained by distribute the survey questionnaires to the customers in order to investigate satisfaction level of customers in terms of the location, product performance, staff, building layout, infrastructure and facilities. The format of the questionnaires will be based on Likert scale where the customers are asked to answer the questionnaires based on the satisfaction level range from 1 (totally dissatisfied) to 5 (totally satisfied) . The sample size is 100 customers in Mid Valley Megamall. The sampling method is known as non probability sampling.

 

Secondary resources can be obtained from books, Journals, internet and Electronic Library Database of University Malaya. The database consists of various kind of information such as Electronic books and Electronic Journals. After the analysis of the findings, some suggestions on how to improve the performance in shopping center are recommended.

 

研究结构-Structures of the Research:

 

In order to complete the study in an order way, the structure of the dissertation being figured as follows:

 

Chapter 1: Introduction.

This chapter consists of introduction, background of study, research question, objectives, scope of study, significance of study, research methodology and the structure of the research.

 

Chapter 2: Literature Review.

This chapter is discussing about the concept of corporate real estate, performance, Balanced Scorecard overview, customer satisfaction, frameworks related to dimension of customer satisfaction and factors influence the customer satisfaction.

 

Chapter 3: Case Study.

In this chapter, the data is collected from the questionnaires which distributed to the customers of the shopping center, namely, Mid Valley Megamall. The study is aimed to measure the performance of the shopping center based on customers' satisfaction on location, product performance, staff, building layout, infrastructure and facilities.

 

Chapter 4: Data Analysis.

In this chapter, the result of the case study will be discussed. The information will be analyzed in the form of table, graph or pie chart. This chapter also include the factor which is most satisfied by the customer in shopping center in the case study.

 

hapter 5: Conclusion and Recommendation.

The last chapter of the research is the summary of the whole study and the conclusion will be related to the findings. This chapter includes the recommendation on how to improve the performance of the shopping center in case study based on the findings.