Page 725 - MARSIUM'21 COMP OF PAPER

704 Nurul Hafiza (2022)

Table 4 (b): Theme Development (The Preferred Elements)

Major Theme Sub-Theme Second Coding
1. Simple design card.
Simple and Clean
2. Simple but the design must be in Zoo theme
1. A design with a picture of an animal on top
The Preferred Elements of the card.
Based on Own Textured and Unique
Preference 2. Personalized name on the card.
3. Animals’ pattern instead of pictures.
Different Colours for 1. Card that can differentiate the level of the
Each Level of membership card such as White, Silver and
Memberships Gold or Black.

Table 4 (c): Theme Development (The Best Price Strategy)

Major Theme Sub-Theme Second Coding
1. Raise the current discount price.
Offering Joining 2. A first-time member received special
Benefits promotion.
1. Price tackling.
The Best Price Strategy 2. Add more new benefits.
Getting Creative with
Discounts 3. Change the demographic age for children to
get free entrance to those who are 6 years old
and below.

Table 4 (d): Theme Development (The Best Attributes)

Major Theme Sub-Theme Second Coding
1. Make an option for members to have a
Hard Attributes physical card or digital membership card.
2. Add new elements and more benefits.

The Best Attributes 1. Engagement with customers through digital.
2. Keep up to date with the trend.
Soft Attributes
3. Use media to widen the scope, for instance,
making a virtual Zoo tour.

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