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702 Nurul Hafiza (2022)

“first time user will get 50% of F&B with entrance fee, 50% parking, special member Appreciation Day, open for foreigners as well
10%” (R7, 2022)

(b) Getting Creative with Discounts

The results showed that 37.5% of the interviewers which is R1, R5 and R8 where R1 stated that to change their current price by
decreasing the adult’s price from RM45 to RM40 because of the price tackling. People tend to see RM40 is more affordable than
RM45. Meanwhile, R5 stated that rather than change the current price, he would like to add more benefits such as discounts, fast lane
to all entries, a caretaker services and souvenir. Other than that, R8 suggested to change the current adult’s price from RM45 to RM38
and the children who is below 6 years old will entitled to get free entrance. One of the respondents’ samples is;

“harga maybe boleh dikurangkan pd dewasa ke rm40, hrga kanak kanak tu masih ok lgi.. Sbb bg sya ni tentang tackle price, bg sya
RM45 tu nmpk mahal dn RM40 tu nmpk murah” (R1, 2021)

4.4 THE BEST ATTRIBUTES
4.4.1 THE LACK OF ATTRIBUTES IN CURRENT ZOOKU MEMBERSHIP CARD

According to the data analysis, there are 75% of interviewers which is R1, R2, R3, R5, R7 and R8 were stated ZooKu Membership
Card is lacked with benefits and want Zoo Negara to add more attributes so that they would want to keep on visiting the zoo as a member
not as a visitor only. Most of them mentioned that no free snacks during the tour, no free meal for kids, no stroller for kids just in case the
parents need to use a stroller, no free parking at least on weekends, do not have a lot activities such as show time as it always the same show,
and no complementary coupons. One of the respondents’ samples is;

“No free meal for kids, no equipment for kids (like AEON) if the parents forgot to bring stroller sebab the parents might feel tired from carry
their kids.. Takde free parking sebab kita lama dalam zoo jadi rasa tak berbaloi sedangkan kita member, tak banyak sangat activity sebab
show sentiasa sama” (R8, 2022)

4.4.2 THE PREFERRED ATTRIBUTES ON ZOOKU MEMBERSHIP CARD

(a) Hard Attributes

62.5% of the interviewers showed their preference of preferred hard attributes during their virtual interview which is R1, R2, R3,
R4 and R8 were preferred to have more discounts and rewards in their ZooKu Membership Card. For instance, make it an option
whether to have a physical card or digital card which is on Apps, add on the elements of Touch N Go service on the card, change the
plastic card into eco-friendly card, create a transaction card like a token where people can use the card like a debit card instead of using
cash when to pay at the counter, develop a VVIP pass to those who are frequently visiting the zoo, premium parking that is close to
the entrance, free food to feed the animals, entitled to bring one (1) more person (either for the adults or the children) to come visit the
zoo or get free meal voucher for two (2) if the member reached a certain amount of points. One of the respondents’ samples is;

“maybe vvip pass so we dont have to queue long.. more benefits to the member, such as free queue/ vvip pass so during busy season ..
free meal for the kid and premium parking perhaps, close to the entrance” (R3, 2021)

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