Prioritizing improvements at a shopping mall using an IPA framework approach

Abstract: Purpose – The purpose of this thesis work is to develop a model which can aid in prioritizing which customer service that should be the focus of improvement, using the two parameters; customers’ judgment of importance and the current performance as perceived by the customer. The thesis work examines customer services within a shopping mall In Thailand. To fulfill the purpose, three research questions were stated: How important is each of the three customer services: safety & security, cleaning operation and guest service according to the customer in a shopping mall in Thailand. How do Thai customers rank the current performance of the three customer services: safety & security, cleaning operation and guest service in a Thai shopping mall? How can a model be developed to aid in prioritizing where to focus improvements by combining values of customers’ judgment of importance and current perceived performance of the three customer services? Methodology – The gathering of data was done by interviewing and observing personnel of different customer services. This information was then used in creating surveys for the customers of the shopping mall to answer questions regarding the importance and performance of each service. A model was developed based on theories and the data gathered from the case study was used to illustrate its functions. Findings – The result of the first two research questions provided data which was used as input in the model created. The model is based on several theories and uses a “percentage of max” value to enable comparison between values. The model limits the “actual improvement” received when suggesting an improvement of a certain percentage by taking different theories into account. Implications – The model is made solely based on theories regarding customer satisfaction and performance and should therefore be seen as a guideline for practical use. The model focuses on the relation between importance and performance without any consideration to costs or any other parameters which has to be investigated and taken into consideration by the management team. Research limitations – This thesis work has been based around a single case study of a shopping mall in Thailand which could limit its generalization. However the model is solely based on theory and the data from the case study has only been used to test the model. Thus, the model should be applicable for other similar companies as long as the same input data can be gathered. Further studies could be done regarding how costs can be applied to the model as well as how different measurements. For example, the relation between amount of customers and amount of workers can be used in combination with the model.