The School of Bradford
A Study of Service Quality of the Singapore Book Market
Being a Final Year Project Paper posted in partial fulfillment in the requirements for the degree of
Bachelor of Scientific research (Honours) running a business and Management Studies (Marketing)
In the University or college of Bradford
By simply Tan Kian Meng S7723953G
CLASS: BScMM II 99/7
24 FEBRUARY 2001
ACKNOWLEDGEMENTS First, I want to thank my director, Mr Justin Kung who also gave me his valuable advice throughout the course of this management project.
I would like to express my personal gratitude to Joey Chew up and Hazel Chew for most valuble help in the completion of this kind of project.
I want to extend due to all the participants and close friends who made this project feasible.
ABSTRACT The book sector in Singapore has become even more competitive with the entrance of newcomers. Catalogs and Music Store (Borders) came into each of our retail picture in 1997 while Dymocks, an Australian bookstore joined in last year. Existing book stores have also been growing their price tag space. This is seen in the entrance of Kinokuniya Publication Stores at Ngee Ann City Shopping Centre it happened in 1999. It is the largest bookstore in Singapore.
Coming from articles obtained through Net, there can be found a service quality issue offered by the booksellers. Consumers possess wide different types of selection of examining materials. For example, they can quickly purchase particular reading elements from the Internet. Customers also have the decision to pilier another competitor's bookstores. Presented all these problems, it therefore pose a need for the booksellers to provide quality operating so that all their positions could be competitive.
This kind of project attempts to find out the service features that are associated with the patronage of bookstores. We attempt to find out the current support quality normal perceived simply by customers.
The effect of the study clearly implies that booksellers happen to be performing in back of customers' expectations.
Objectives with this project You will discover three main objectives for this project. They are: 1 . 2 . 3. to examine the buying behaviour of shoppers in visiting a book shop. To review the support level among the four main bookstores just like MPH, Kinokuniya, Times Tand Borders Study the conduct of internet obtaining and the need for types of benefits that loyalty programs provide.
Introduction/Description with the problem situation After studying a news story, newspaper article on The Straits Times dated 8 04 200 " Battle in the BookshopsвЂќ. The reporter compared the services given by 4 significant bookstores in Orchard community area, particularly Borders, Kinokuniya, MPH Bookstores, Times The Bookshop and an old preferred secondhand book shop - Sunlit Bookstore (Sunny). The local booksellers have fared badly in terms of service when compared with the foreign booksellers.
Introduction in the Book Market With the access of Region in 1997 and the Asia Economic Crisis within the next year, these have trigger consumer require to fall season and the sales volume inside the retail book industry was badly damaged.
The local financial and economic crisis took its tolls on the business in Singapore, Malaysia, Dalam negri and Brunei. Singapore faced a weak consumer require and there was clearly a sharp drop in traveler arrivals. This kind of had firmly affect the product sales at a large number of retail outlets. This can be seen in the closure of some outlets at Times The Bookshop.
Instances Publishing Limited - Twelve-monthly Report 1999 commented the fact that local book industry in Singapore may very well be further damaged the access of mega-stores which will cause marketplace displacement among the list of existing book retailers. As a result, for exisiting booksellers to stay their
viabilty in the Singapore book sector, they need to focus on developing very good customer relationship and decide the elements that buyers would expect using their ideal excelllent bookstore.
The next section is going to highlight some of the major bookstores in Singapore.