Page 721 - MARSIUM'21 COMP OF PAPER

700 Nurul Hafiza (2022)

(b) Paid Membership Card

Other than Tiering Membership Card, 37.5% of the interviewers preferred to have Paid Membership Card. R2 and R5 stated that
they would pay more to be able enjoy benefits that is differ from regular visitors by Zoo Negara. Meanwhile, R4 and R5 stated the
same responds about they wanted a fast lane area because they do not like to queue at the entrance, tram ride and much more especially
during holiday season. Paid Membership Card will allow the members to enjoy exclusive benefits during their visits at the zoo. One of
the respondents’ samples is;

“I prefer a paid membership card because I believe if I pay more I will get more benefits like fast lane (every transportation like tram
and all..” (R5, 2022)

(c) Point-Based Membership Card

Point-Based Membership Card is a common type of membership where the customers will accumulate their points to receive
rewards or coupons or discounts. 25% of the interviewers chose Point-Based Membership Card as their best preference for membership
card. R3 stated that this type of membership card is less cost and easy to earn the points by visiting the zoo frequently. Meanwhile, R8
stated that he liked simplicity and not complicated type of card because the more he collects the points, the more rewards he gains.
One of the respondents’ samples is;

“I like point-based because points lagi simple and tak complicated sebab the more points we collect, the more rewards we get” (R8,
2022)

4.2 THE PREFERRED ELEMENTS
4.2.1 THE SATISFACTION TOWARDS THE CURRENT ELEMENTS

50% of the interviewers which is R3, R4, R6 and R8 were satisfied with the current elements because most of them stated that the
design is suitable with the Zoo Negara theme. Meanwhile, 30% of the interviewers which is R2, R5 and R7 were not satisfied with the current
elements because (1) the card is not durable and (2) the design looks unattractive. Another 10% of the interviewer which is R1 was between
satisfied and not satisfied because she stated that the design looks too childish, however, the colours are pretty good because it looks attractive.
This result shows that the current elements need to be improved with their design because card is somewhat one of the main reasons of
customers to join membership program. One of the respondents’ samples is;

“Bg perception sya design dia mcm bdk2 sikit.. colours dia ok sbb sngt attractive.. design dia perlu nmpk mcm sophisticated skit..” (R1,
2021)

4.2.2 THE PREFERRED ELEMENTS BASED ON OWN PREFERENCE

(a) Simple and Clean

25% of the interviewers which is R5 and R8 chose a simplicity as their preferred elements on the membership card because they
like a simple design card, however R8 mentioned that although the design is simple, the design must be in a zoo theme. One of the
respondents’ samples is;
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