Understanding TRX Mall success: a study of influential factors for new generations

This study aims to investigates on what makes the Tun Razak Exchange (TRX) Mall attractive, especially to new generations. This research will help to understand what new generations like and why they choose to visit this mall. This research also wants to know if the mall's ways of advertising and getting people interested are working well. This research focuses on new generations because they have different needs and wants than other shoppers. They use technology a lot and want special experiences. To understand this, the researcher read many studies about how people shop and how stores try to get customers. These studies tell the researcher that new generations like shopping that feels like an adventure, using phones and computers, and seeing things on social media. Old studies show that new generations want unique experiences, not only just buying things. This means malls need to change to stay popular. In this study, will find out which ways of advertising work best for new generations. This includes using technology, social media, and events that bring people together. The researcher also wants to see how the mall itself, like its design and how easy it is to get around that affects the shopping experience. To do this, this research uses mixedmethod approach, comprising both qualitative and quantitative methods. First, the researcher will send out to the mall’s visitor surveys questions while in-depth interviews are conducted with management and retailers to gain insights into operational strategies and customer engagement practices. This helps the researcher get a full picture of what is happening. The researcher hopes this study will help us understand what new generations want and how malls can use new ways of advertising to attract them. By connecting what we know from this study with what happens in real life, the researcher wants provide actionable recommendations for retail managers seeking to enhance visitor engagement and satisfaction in an increasingly competitive market.