China Aviation - Annual Satisfaction Survey of Commercial Real Estate
Company overview
China Aviation Technology Shenzhen Co., Ltd. is a wholly-owned subsidiary of China Aviation Technology International Holdings Ltd. and falls under the China Aviation Industry Corporation. As a "pioneer force" and "experimental field" for the development of aviation industry, the company has established operations across multiple sectors including electronics information, modern services, and property asset management. It possesses strong capabilities in the development of urban complexes and premium commercial real estate. Its "Zhonghang City" project and the "Jiufang" shopping mall brand, through unified, high-standard planning and premium operational performance, have gradually become an integral part of Shenzhen's modern urban lifestyle.
Research background
As competition among urban commercial complexes intensifies and consumer demand evolves rapidly due to upgrading consumption patterns, the Shenzhen Jiufang Mall—key commercial component of the Zhonghang City project—must deeply understand the diverse needs of customers, tenants, and visitors. In addition, it requires continuous optimization of service quality and business mix to enhance overall operational performance and customer satisfaction. Therefore, China Aviation Technology Shenzhen Co., Ltd. has initiated a systematic research project to comprehensively assess the current operational status and potential improvement areas of the Jiufang commercial complex.
Research scope
In May 2018, CEIDEA Research was commissioned by China Aviation Technology Shenzhen Co., Ltd. to conduct a full-year, four-theme research project on the Shenzhen Jiufang commercial complex and Zhonghang Center. The research included customer needs investigation, tenant satisfaction survey, customer satisfaction survey, and undercover mystery shopping assessments. Survey participants covered end consumers, brand retailers, corporate clients, and general visitors. Data collection methods included questionnaires, in-depth interviews, on-site observations, and experiential scoring. Information was gathered across multiple dimensions including shopping experience, service quality, property management, business mix, indoor wayfinding systems, and customer engagement channels, providing a systematic evaluation of the overall performance of the commercial complex.
Expected outcomes
The findings of this research will provide China Aviation with a comprehensive data-based portrait of the current operational status of the Jiufang commercial complex, systematically identifying existing issues and key customer concerns. The report will focus on offering actionable recommendations for improving customer satisfaction and loyalty, including feasible improvement strategies in tenant relationship management, business mix optimization, and enhanced property service standards. Additionally, the research will support the refinement of office space leasing strategies and management systems, laying a solid data foundation and decision-making basis for the company's mission to "exceed commercial achievements and co-create a better world."
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