Development of shopping centre classification model using analytical hierarchy process (AHP) / Ihfasuziella Ibrahim

Shopping centre in Malaysia has shown progressive growths and increasing level of
competitiveness. The shopping centre springing up around us like mushrooms after the
rain. The changes format of urbanization, globalization, new technologies and
innovations are leading the entire retail market makes our shopping centres
management more challenging. Shopping centre plays a crucial role in promoting
economic growth and urban development. Now, with the emergence of more shopping
centre, undoubtedly the competitions between malls have become stiffer. As a result,
the characteristics of Malaysia’s shopping centre have become more complex. The
shopping centre in Malaysia has highest vacancy rate because of lack of quality,
performance, and location to attract the visitors. The shopping centre need more
attractive to sustain the building. Instead, malls need to move in a different direction,
away from commoditized shopping experiences and toward a broadened value
proposition for consumers. Therefore, the purpose of this thesis is to establish the
classification of shopping centre based on size, building and locational characteristics’
quality of shopping centre in Malaysia. Integral to achieve this objective, various
characteristics that cover all fields are grouped under 10 categories of shopping centre
based on Delphi Method. Delphi Method has been selected as a reliable qualitative
method according to the local context in developing size, building and locational
characteristics of ranking through the eyes of local expert panels that can deliver
guidance to researcher in recognising the quality of each characteristics of shopping
centre in the local environment. Size, Building and Locational Quality Index (SBLQI)
was introduced as a unique approach whereby it emphasised on observation method for
the quality level of each of the characteristics of shopping centre in detail. Analytical
Hierarchy Process (AHP) method analysed the weightage of importance based on the
440 visitors’ perception towards shopping centre based on 10 categories of shopping
center in Klang Valley. Moreover, in benefiting from a plethora of variables, 44
shopping centre in Klang Valley were selected to provide the data on shopping centre.
Geo-information System (GIS) software measured the distance and radius precisely.
SBLQI method also considers the subjectivity and objectivity in making a
measurement. The study was successful in identifying the grading of shopping centre
with Grade A, B, C and D which they have given different results in each shopping
centre. Thus, this study is expected to provide insights to the customer and tenant in
improving the quality size, performance and location of the shopping centre particularly
in Malaysia and as a guidance to manage the building of shopping centre so that it can
compete in the international arena.