Page 724 - MARSIUM'21 COMP OF PAPER

703 Nurul Hafiza (2022)

(b) Soft Attributes

25% of the interviewers which is R5 and R7 preferred soft attributes where they believe of the bond between the customers and
the organization. R5 stated that engagement with customers through digital is pretty much important rather than focusing on discounts
and coupons. Meanwhile, R7 stated that Zoo Negara has to keep on updating with the trend and use media to broaden their scope such
as making a virtual Zoo tour to those who cannot visit the zoo due to some circumstances. One of the respondents’ samples is;

“other than discounts and coupons things, I think engagement with customers through digital is important also..” (R5, 2022)

4.5 NEW SUGGESTION TO IMPROVE OVERALL MARKETING STRATEGY

According to the data gathered, the results are not only showing the improvement towards the membership card but to improve on the
overall marketing strategy by the interviewers such as building a ZooKu Apps to implement digital membership card because it is more
convenient, less hassle, easy access, collaboration with e-Wallet for transaction purpose, easy to renew the membership card as they do not
have to queue and can keep up-to-date directly on the apps. Not only that, but the interviewers also mentioned about open to all people
without any limitation ages because the current system is targeting only to those parents with children of 3 to 17 years old only. R8 also
stated that the seniors’ citizen shall not rent for wheelchair, it should be free of charge. One of the respondents’ samples is;

“i think zoo negara management is a bit outdated, they need to level up” (R3, 2021)

“Digital is a good idea because everything dalam smartphone, like scan qr code and all..” “Build an apps as it is valuable because can
check points, collab with e-wallet so can tolak je dari situ macam tng” (R4,2021)

4.6 DEVELOPMENT OF THEMES FOR THEMATIC ANALYSIS

The table shows the major themes, the sub-themes and the second coding in implementation of Thematic Analysis which was obtained
from the virtual interview results.

Table 4 (a): Theme Development (Types of Membership Cards)

Major Theme Sub-Theme Second Coding

1. High possibilities to visit the zoo frequently.
Tiering Membership 2. Worth the money.
Card
3. The higher the level of the membership card,
the more benefits, the member gains.

Based on Own 1. Willing to pay more money.
Preference Paid Membership Card
2. Love the exclusive benefits.
1. Less cost.
Point-Based 2. Easy to earn points by often visiting the zoo.
Membership Card
3. Like simplicity; earn points and earn
rewards.

703