Enhancing Post-Pandemic Customer Experience: Building a Customer Journey Map for Shopping Malls

Ronald Sukwadi; Riana Magdalena Silitonga; Yulivyani; Arum Park; Yung-Tsan Jou

doi:10.35814/asiimetrik.v8i1.7380

Authors

Ronald Sukwadi Atma Jaya Catholic University of Indonesia
Riana Magdalena Silitonga Atma Jaya Catholic University of Indonesia
Yulivyani Atma Jaya Catholic University of Indonesia
Arum Park Seoul Cyber University Korea
Yung-Tsan Jou Chung Yuan Christian University Taiwan

DOI:

https://doi.org/10.35814/asiimetrik.v8i1.7380

Keywords:

sentiment, analysis, naïve, bayes, classifier

Abstract

The COVID-19 pandemic has significantly impacted the retail industry, particularly shopping malls, which have experienced a 30% to 40% decline in customer footfall in the first quarter of 2021 compared to previous years. Despite the growing body of research on retail recovery, there remains a gap in understanding specific customer sentiments and experiences within mall environments during this period. This study aims to address this gap by analyzing customer feedback extracted from Google reviews to identify key attributes influencing the shopping experience. The research employs text-mining techniques to convert unstructured data into structured formats, eliminating irrelevant words and concepts. Following data cleaning, the Naïve Bayes Classifier method is utilized to analyze the sentiments, achieving an accuracy of around 92.86%. The findings will be visualized through word clouds and bar charts to highlight the top ten positive and negative sentiments expressed by customers. Ultimately, this research contributes to enhancing the customer experience at shopping malls by collaborating with relevant stakeholders to create a comprehensive Customer Journey Map based on the analyzed data. This map will serve as a strategic tool for mall management to implement targeted improvements and foster a more engaging shopping environment.

Downloads

Download data is not yet available.

References

Addis, M. (2016) ‘Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops’, International Journal of Marketing Studies, 8(4), p20. Available at: https://doi.org/10.5539/ijms.v8n4p20.

Anderson, E.W. and Sullivan, M.W. (1993) ‘The Antecedents and Consequences of Customer Satisfaction for Firms’, Marketing Science, 12(2), pp. 125–143.

Astono, C. (2014) ‘The Effect of Shopping Mall’s Attributes Toward Customer Satisfaction of ABC Mall and XYZ Mall’, iBuss Management, 2(2), pp. 99–106.

Baker, J. et al. (2002) ‘The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions’, Journal of Marketing, 66(2), pp. 120–141. Available at: https://doi.org/10.1509/jmkg.66.2.120.18470.

Bano, N.J., Sukwadi, R. and Park, A. (2022) ‘Analisis Perbaikan Kualitas Layanan Bluemoon Container CafÃ©: Model Integrasi Analisis Sentimen dan Quality Function Deployment’, Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(1), pp. 75–82. Available at: https://doi.org/10.30656/intech.v8i1.4569.

Feldman, R. and Sanger, J. (2006) The Text Mining Handbook: Advanced Approaches in Analyzing Unstructured Data. Cambridge: Cambridge University Press. [Print].

Fink, C.R. et al. (2011) ‘Coarse- and Fine-Grained Sentiment Analysis of Social Media Text’, Johns Hopkins APL Technical Digest, 30(1). Available at: https://www.jhuapl.edu/sites/default/files/2024-09/30-01-Fink.pdf.

Haq, F.U. (2020) ‘Penggunaan Google Review Sebagai Penilaian Kepuasan Pengunjung Dalam Pariwisata’, Tornare: Journal of Sustainable and Research, 2(1), pp. 10–12. Available at: https://doi.org/10.24198/tornare.v2i1.25826.

Ireland, R. and Liu, A. (2018) ‘Application of data analytics for product design: Sentiment analysis of online product reviews’, CIRP Journal of Manufacturing Science and Technology, 23, pp. 128–144. Available at: https://doi.org/10.1016/j.cirpj.2018.06.003.

Louisa, B., Sukwadi, R. and Chen, G.Y.-H. (2021) ‘Pendekatan text mining terhadap review pengunjung hotel bintang 5 di Bali selama pandemi COVID-19’, Journal Industrial Servicess, 7(1), pp. 18–22. Available at: https://doi.org/10.36055/jiss.v7i1.11294.

Maitland, B. (1985) Shopping Malls: Planning and Design. 1st edn. University of Virginia: Construction Press. [Print].

Mokhlis, S. (2008) ‘Consumer Religiosity and the Importance of Store Attributes’, Journal of Economics, Business, and Accountancy Ventura (JEBAV), 11(1), pp. 25–46.

Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C. (2017) ‘How to create a realistic customer journey map’, Business Horizons, 60(1), pp. 143–150. Available at: https://doi.org/10.1016/j.bushor.2016.09.010.

Singh, H. and Prashar, S. (2013) ‘Factors Defining Shopping Experience: An Analytical Study of Dubai’, Asian Journal of Business Research, 3(1). Available at: https://doi.org/10.14707/ajbr.130003.

Sugianto, D. (2021) Mal Tutup Selama PPKM Darurat, Pengusaha: Akan Terjadi Banyak PHK, detikfinance. Available at: https://finance.detik.com/berita-ekonomi-bisnis/d-5627238/mal-tutup-selama-ppkm-darurat-pengusaha-akan-terjadi-banyak-phk (Accessed: 24 March 2025).

Sukwadi, R., Cory, S. and Liang, Y.-C. (2022) ‘The Study of Travel Satisfaction in MRT Jakarta During the Pandemic Of COVID-19’, Geojournal of Tourism and Geosites, 4(1), pp. 191–199. Available at: https://doi.org/10.30892/gtg.40123-819.

Sukwadi, R., Halim, W. and Thu, N.T.B. (2022) ‘Quality Service Improvement using Hybrid Big Data Analytics Model: A Case of AYCE Korean BBQ Restaurant’, TEKNIK, 43(1), pp. 1–7. Available at: https://doi.org/10.14710/interaksi.%2525v.%2525i.%2525p.

Telci, E.E. (2013) ‘High shopping mall patronage: is there a dark side?’, Quality & Quantity, 47(5), pp. 2517–2528. Available at: https://doi.org/10.1007/s11135-012-9668-5.

Wiliams, J. and Wellbourne-Wood, S. (2005) ‘Design for Experience: a New Rationale’, Design and Technology Education: An International Journal, 11(2), pp. 9–19. Available at: https://doi.org/10.24377/DTEIJ.article2167.

Wong, D.C.B., Ng, H.C. and Wong, M.H. (2012) ‘The Relationship between Shopping Mall Attributes, Customer Satisfaction and Positive Word-of-mouth: China Visitors in Hong Kong’, Global Journal of Management and Business Research, 12(3), pp. 49–62.