World Trade Business Management - Customer Satisfaction Survey of World Trade Center Mall
Company overview
The World Trade Center is located in the core area of Longgang District, Shenzhen — Longgang Central City, adjacent to the Longowntown District Government and Longgang Square, with convenient transportation, surrounded by the Metro Line 3 stations at Longgang Square and Jixiang. As a key commercial complex in the region, the mall spans a total area of 73,800 square meters, consisting of four above-ground levels and one underground level. The project features Huarun Universal as the primary supermarket, along with key tenants such as Suning Easy Purchase, Baiyu Cinema, Xinbao City Seafood Hall, and China Mobile Service Hall, and includes a wide range of both international and domestic mainstream brands, offering a one-stop experience for shopping, entertainment, and dining, serving as a major urban commercial landmark in Longgang District
Research background
In recent years, with the successive completion of multiple new commercial developments within the Longgang area, the World Trade Center, which previously benefited from its geographical advantages, has faced increasingly intense competition in the retail sector, resulting in a noticeable loss of foot traffic and a decline in overall commercial performance. To effectively respond to changing market dynamics and enhance service quality and business mix, World Trade Business Management plans to conduct an in-depth satisfaction assessment among both consumers and merchants, identifying operational weaknesses and exploring opportunities for optimization.
Research scope
In June 2015, CEIDEA Research was commissioned by World Trade Business Management to conduct a specialized satisfaction study of the World Trade Department Store Mall. The research targeted two main groups: the first group consisted of in-store consumers, whose satisfaction levels regarding shopping experience, service quality, variety of offerings, facility conditions, and participation in events were primarily assessed; the second group comprised existing mall tenants, whose opinions and suggestions on operations management, leasing support, promotional cooperation, and the business environment were investigated. The study combined questionnaire surveys with in-depth interviews to ensure comprehensive and representative data collection.
Expected outcomes
Through this satisfaction study, CEIDEA Research systematically evaluated the overall image of the World Trade Department Store in the minds of both consumers and merchants, accurately identifying core weaknesses in areas such as business mix, operational services, and market promotion. The final research findings will provide data support and strategic insights for World Trade Business Management in key areas including product mix optimization, customer service enhancement, marketing event planning, and improvement of leasing strategies, ultimately contributing to the recovery of the mall's overall commercial value and sustained traffic growth.
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