Page 713 - MARSIUM'21 COMP OF PAPER

FINAL YEAR PROJECT

AHIBS UTM SKUDAI JAN 2022

DEVELOPING ZOOKU MEMBERSHIP CARD ATTRIBUTES TO ENHANCE
CUSTOMER LOYALTY

NURUL HAFIZA BINTI AZRI, DR. NOR ZAFIR BINTI MD. SALLEH

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nhafiza48@graduate.utm.my , zafir@utm.my

Abstrak
Disebabkan penularan wabak COVID-19 di seluruh dunia termasuk Malaysia, salah satu tempat tarikan seperti Zoo Negara mengalami kerugian besar dan
ingin menarik pelanggan kembali dengan menambah baik program keahliannya. Zoo Negara bergantung kepada pengumpulan dana untuk menampung
perbelanjaan kerana sekatan dan penjarakan sosial yang membawa kepada pengumpulan dana, penjualan tiket dan ingin menambah baik kad keahlian mereka.
Bagaimanapun, Zoo Negara mahu menumpukan perhatian untuk menambah baik kad keahliannya kerana bilangan orang yang menyertai program keahliannya
semakin berkurangan. Dengan program keahlian yang kukuh, pelanggan akan menjadi lebih setia dan tidak teragak-agak untuk membuat pembaharauan dalam
kad keahlian mereka. Kajian ini bertujuan untuk menambah baik Kad Keahlian Zooku dengan menentukan elemen pilihan Kad Keahlian Zooku dalam
kalangan ibu bapa yang mempunyai anak kecil dan harga terbaik serta sifat-sifat terbaik kad keahlian ZooKu dalam kalangan ibu bapa yang mempunyai anak
kecil. Kajian ini menggunakan kajian kualitatif dan data telah dianalisis dengan menggunakan kaedah analisis tematik. Dapatan ini terdiri daripada lapan
responden secara keseluruhan yang menunjukkan perbezaan dan keunikan dalam respon mereka ketika temu bual maya. Adalah disyorkan bahawa
penyelidikan masa depan hendaklah dijalankan di negeri-negeri lain di Malaysia atau di luar negara supaya Kad Keahlian ZooKu sentiasa berada dalam trend
dan dikemas kini.

Kata Kunci: Program Keahlian, Elemen, Harga, Sifat-Sifat

Abstract
Due to the pandemic of COVID-19 outbreaks around the world including Malaysia, one of the attraction places such as Zoo Negara was having a big loss
and wanted to attract the customers back by improving its membership program. Zoo Negara relies on raising their fund to cover their expenses because of
the restriction and social distancing which led to fund raising, sales ticketing and wanted to improve their membership card. However, Zoo Negara wanted
to focus on improving its membership card because of decreasing amount of people to join the membership program. With strong membership program, the
switching barriers will be decreasing because the customers choose to be loyal instead of switching to other competitors or even worse, do not renew their
membership card. This study aims to improve the membership card of Zoo Negara which is ZooKu Membership Card by determining the preferred elements
of ZooKu Membership Card among parents with young children and the best pricing and best attributes of ZooKu membership card among parents with
young children. This research is using qualitative research design and the data has been analyzed by using thematic analysis method. The findings consist ed
of eight respondents in total that showed their difference and uniqueness responds during the virtual interview. It is recommended that future research shall
be conducted in other states in Malaysia or out from the country so ZooKu Membership Card can always in trend and be updated.

Keywords: Membership Program, Elements, Price, Attributes

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