Proceedings of nd 2 International Conference on Education and Information Management Potential for Business Innovation (ICEIM-2012) Penang, Malaysia ISSN: 2227-1872 Partners
SHINAWATRA UNIVERSITY
YILDIRIM BEYAZIT Ankara, Turkey
"PERTRE ANDERI" of IASI, Romania
Bangkok, Thailand
www.ifrndorg/2ndiceim.html
[email protected]
NAM, Ukraine
Proceedings of 2m/ International Conference on Education and Information Management (ICEIM) Potentialfor Business innovation
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Table of Contents Description
Pages
Preface
1
Conference Committee
2
Table of Contents
3
Papers
5
job Satisfaction of Malaysian Nurses: A Causal Model-Yuen-Onn Choong, Teck-Chai Lau, Thiarn-Yong Kuek, Eng-Keong Lee Globalization and Consumer Behavior: Global Marketing Strategies Implication-Homogeneity and Heterogeneity (Preliminary Study)-Hossein Nezakati, Maryam Akhoundi To Explore Hotel Service Factors Effect on Increasing Tourist Loyalty-Malaysia Evidence (Preliminary Study)-Hossein Nezakati, Yousef Keshavarz Leadership Behaviours and Academic Performance in Iraqi Public Universities: A ReviewHakim Hsoonee Almayali, Zainal Ariffin Bin Ahmad Analysis of a Large Company's Global Activity Sustained by the Organizational CultureAlexandru Trifu The Challenges of Green Practices among Malaysian SMEs-Peter Yacob Speed+s-P': A New Pencil Puzzle for Mental Arithmetic-Tiong Kung Mina, TingTiew Kiong Building Design Index Analysis Model to Improve User Comfort within Efficient Energy UsedM. Pir Mohammadi, Abdullah Sani Ahmad, Gurupiah Mursib Web 2.0: A Movement within the Learning Community-Amira Mahmoud Ahmed Atta Antecedents to the Attitude Architecture and Purchase Intentions of Organic Food in Malaysia: A Proposed Framework-Neerjang Lama, Alwyn Foo Hsien, Chan Chun Yik, Ng Li Qian, Low Han Zhen, Yow Chong Sen joining the New Band: Factors Triggering the Intentions of Malaysian College and University Students to Adopt 4G Broadband-Wong Lai Soon, Neerjang Lama, Chua BengHui Bobby Chai Boon Hui, Wong KeeLuen A Study on the Precursors for Gastronomic Satisfaction of Tourists in Malaysia-Gunjan Suresh jaiswal, Nandita Sapra, Jyotsna A. Patil, Neerjang Lama An Evaluation of Assessment Tools in Outcome-based Education: A Way Forward-Sharnsul Mohamad, Zarina Tukiran, Rafizah Mohd Hanifa, Afandi Ahmad, Mohamad Md Som Circumstances Probing Internet Banking Users to Use Alternative Channels: Thematic Matrix Display Analysis-Sujana Adapa Examining the Equilibrium Relationships between Foreign Direct Investment Inflows and Employment in Manufacturing and Services Sectors: Evidence from Malaysia-Hussain Ali Bekhet, Mohamed Ibrahim Mugableh The Extent of E-Business US Age and cumulative benefits: A Survey on Small and MediumSized E~lterprises-Rosli Mohamad, Noor Azizi Ismail Corporate governance, cash holdings and value of a firm: Evidence from Australian firmsSubba Reddy Yarram Economic Development Holders in Republic of Macedonia through the Business DevelopmentHarun Tairi, Nuhi Sela, Hamit Aliu Applications of Malaysia Deposit Insurance Corporation (MDIC) to Takaful Operators: An Analysis from the Shariah Advisors' Perspective-Nurdianawati Irwani Abdullah, Djafri Fares An Examination of Business Social Responsibility (BSR) on the Local Environment: A proposed Framework on Relationship between Bsr and Small and Medium Enterprises (SMEs) Perforrnance-Abdullahi Hassan Gorondutse, Haim Hilman A Review of Post Privatization Performance of Ashaka Cement Manufacturing Company Nigeria Pic Through the Use Of Financial Ratios-Abubakar Muhammed Magaji, Sallahuddin Hassan, Fatimah Wati Ibrahim
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46 51 56 62 69 73 77 83 87 93
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International Conference on Education and Information Management (ICEIM) Potential for Business Innovation
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is of Proposed
Framework On Impact Of Working Capital Management On The Manufacturing Companies Listed On The Nigerian Stock Exchangenu, asruddin Zainudin the Effective Internal Control System on the Internal Audit Effectiveness at Local --, .•.••. ~''''nt Level-Mu'azu Saidu Badara, Siti Zabedah Saidin onship between Risk Management and Internal Audit Effectiveness at Local -~-'~en Level-Mu'azu Saidu Badara, Siti Zabedah Said in - e Effectiveness of Computer Application Course to the Polytechnics Students in the _ '::m-ironment-Cr. Lin Yin Leh ounting Students Perceived Towards Teamwork Skills-Azleen Ilias, Mohd Zulkeflee 'ek Kamal Yeo Yunus, Siti Fara Fadila Abd Razak
-=.
u-""--~•• Of Selected
102 106 111 116 121 128
Iranian
EFL
133 136
ernance and Building a Civil Service in a Fragile State: The Case of Timor Lestedfinch, Karl DeRouen _ ization of Seaport Operation Management: Competitive Issues and Need of ICT .•.•.• ,...... .......---e t-Abdul Manaf Bohari, Nizamuddin Zainuddin Financial-Accounting Methods for Prospecting the Lifetime Value of Hypermarket __ ~_ A Critical Used of Geospatial Method-Abdul Manaf Bohari, Ruslan Rainis, Malliga "e Based Information System for Strengthening the Competitive Advantages of Techno reneurs in Mala sia-Nurwahida Fuad, Abdul Manaf Bohari at Encourage Women Involvement in SME's in Pahang, Malaysia-Abdul jumaat Bin asmani binti Mohd Yunus
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139 141 146 151 157
.;:;;..........,~i,ng5 of 2nd International Conference on Education and Information Management (ICEIM) Potential for Business Innovation ---------------------------------------------------------------------------------------------------.-------_.
_CLI.o&~
ion and Consumer Behavior: Global Marketing Strategies
•••.•
Heterogeneity
(Preliminary
Implication
- Homogeneity
and
Study)
'Hossein Nezakati, Maryam Akhoundi Universiti Putra Malaysia (UPM), Serdang, Selangor,
Malaysia
'
[email protected]
alms to explore consumer behavior and their responses to possible effects of globalization, tn an Asian country particularly Malaysia which' is so different of European ones, especially, in consumer behavior are the main approaches of this research. Rather than causes hindering the empires, to find out companies global marketing strategies are the research objectives, Therefore, -~~""'_v. qualitative and quantitative methods and addresses companies' marketers and consumers. mensional nature of globalization, at this point of study there is no absolute evidence to show cy toward standardization or custornization strategies. "!!SEU'Ch
·on. Consumer behavior,
Global-marketing
strategies,
Standardization,
resulting in adopting different global terms of cultural aspects, Homogeneity possible phenomena of two-polarity of this research examines data collected However, due to innumerous affecting results but the theoretical assumptions
Customizotion
that consumer behavior; especially for a consumer-centered marketing, is a significant determinant in adopting an organization's and its performance in the hypercompetitive environment of global market. It is implied in marketing concept suggesting an organization . er needs and wants to make profits. To realize this concept, organizations must understand their customers to provide products and customers may purchase and use appropriately. The dynamics of consumer behavior makes it difficult, because the thinking, feelings, and r - whether individually or in a group -and a society at large are constantly changing. The fact that consumers and their environments gmg highlights the importance of ongoing consumer behavior research and analysis (Kolb, 2008). On the other hand, the effects of globalization on consumer behavior and environments have dramatic consequences for market and marketing strategies. The d trade, an increasing integration of the world's major economies, and the onward march of globalization, will mean that decisions on , standardization and adaptation will continue to be an important issue for academic research and marketing practice (Viswanathan & ver the last decades, the influence of the globalization tendency on marketing strategies: standardization and adaptation or customization literature and remained a controversial topic for scholars and practitioners. As Zou and Cavusgil (2002) points out there is a major gap in , generally accepted conceptualization of global marketing strategy. Hence, the increasing significance of marketing strategies on performance and the growing effects of globalization on consumer behavior and their response and attitudes towards it put companies in a ng standardization or customization strategies, Considering different approaches: homogeneity and heterogeneity in consumer behavior, mpts to keep its unbiased view to examine consumer behavior affected by their own culture, value and ... in global market; and how these zs lead firms to adopt different marketing strategies: standardization and customization.
term coined by Levitt (1983), refers to a "new commercial reality". Because of technology, differences in national or regional preferences the world's needs and desires have been irrevocably homogenized, because consumers were expected to prefer standard products of high price as compared to more customized high price products, An early approach to find a consumer segment with identifiable characteristics gledow, Thorelli, and Becker (1975), who identified homogeneous cross-cultural elite of affluent and information-sensitive consumers. Kale ft's model (1987) capitalized on Similarities across groups of consumers in different countries and resulted in a product-class specific Identifying strategically equivalent segments. Their objective was to group worldwide consumers that responded to firms' Marketing mix er (1988) proposed a two-step segmentation process in search of a standardized approach. First, countries were segmented on variables zant for standardization. These included technological; ecological; socio-cultural; economic; and political-legal criteria. Therefore, convergence ered as a "merely persistent myth of international Marketing" (de Mooij and Hofstede, 2002). Levitt has acknowledged that the globalization - with the opposite reality of heterogeneity, fragmentation and parochialism: "the more powerfully homogenized and relentlessly globalized -ununtcations and commerce get, the more varied its products and more numerous its consuming segments seem to become" (Levitt, 1988). (2000) distinguished three possible types of world-system: (1) World-empires, in which multiplicities of cultures are unified under the fII ~ single government (2) World-economies, in which a multiplicity of political states, each typically focusing on a single culture ('nationregrated by a common economic system; the modern world system integrated by a single capitalist economy (which includes state-socialist 3) World-socialism, in which both the nation-state and capitalism disappear in favor of a single, unified political-economic 36 trading places: economy system which integrates a multiplicity of cultures. "The theoretical foundations of the standardization debate center on the consumer homogeneity and/or the movement toward homogeneity" (Ryans et al. (2003). Globalization is leading to homogenization and organizations' strategies, structures and processes and in consumer choice (Gachunga, 2008). Zou and Cavusgil (2002) found three strategic :egration, configuration and standardization. Jain (1989) proposed that standardization strategy would be more effective if worldwide countries, were the basis of identifying the segment to serve. -tandardtzatron, however, believed that culture maintains a powerful influence on buying behavior, and that apparent homogeneity of ;~[ hide differences in several aspects of consumer behavior (Walters, 1986; Usunier, 1996; Belk, 1996; Manrai and Manrai, 1996). Kotler _ zed that standardization could be justified in some circumstances but alerted that "many of the most notable international product failures a lack of product adaptation". He considered customers' buying behavior and resources as leading consumers to be interested in different necessitating customization. Country-by-country segmentation was deemed inadequate since it did not allow the identification of segments national borders (Hassan and Sarnli, 1994). Thus, advocates of globalization proposed that effective international segmentation meant segments (tel' Hofstede, Steenkamp and Wedel, 1999; Hassan, Craft and Kortam, 2003). According to this view "a global market .!!II!~:Z::=s:ra egy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a tradeoff between the ~_~=:>oii~,e global strategy ends of standardization and adaptation" (Hassan, Craft and Kortam, 2003). Douglas and Wind (1987), who disagreed with effective global strategy meant standardization of products and brands believing, instead, that there was a 'continuum' of options from 'pure •to 'pure differentiation'. They acknowledged the existence of some global segments in industrial and in consumer markets but argued that vere insufficient grounds for complete standardization. They concluded that global standardization was "appropriate only in relation to - markets or market segments under certain market environment conditions and dependent on company objectives and structure". The -drssuon should be higher in markets with similar customer behavior and lifestyle and the higher the product's cultural compatibility (Jain, : 995) held that standardization/adaptation should be the result of a sequence of decision-making steps. Recent cross-national consumer seem to have left the standardization debate behind; rather, their theoretical justification is in the need to understand the impact of :.....=aou:::. on consumer behavior. The existence of similarities among market segments in different cultures, the appropriateness of standardized - also depend on evidence of culturally independent relevant consumer behavior (LeBlanc and Herndon, 2001), The model developed by
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Proceedings of 2nd international
Conference on Education and information Management (ICEI M)
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Hofstede explains most of the variation of consumption and consumer behavior across countries and enables marketing executives to quantify the ef culture. [De Mooi], 2003). Conceptual Model & Hypotheses: As proposed in a conceptual model. on one side consumer behavior is affected by an internal factor includir culture and on the other side. it is influenced by external factors resulted from globalization such as communication. information. interaction. and so figure. 1). It is important to mention that consumer behavior serves as an influential factor for organization decision-making including marketing str: So it can be concluded that in a relationship among globalization. consumer behavior and marketing strategies for a global consumer-centered mal globalization as an independent variable. consumer behavior as a mediating variable. culture. values and so on as moderating variables influence marketing strategy as a dependent variable which in turn via advertising may affect on consumer behavior. As a result. when an organization tends product-centered marketing. global marketing strategy would be a mediating variable between globalization and consumer behavior that may homogeneity in consumer behavior by adopting standardization strategy and advertising. in case. culture and or other variables fail in mediating effects. Research objectives include understanding consumer behavior and their responses to globalization (homogeneity or heterogeneity in co behavior). the influence of culture. values and consumption pattern on consumer behavior. and determining global marketing strategies (standard customization, or between them). Going through the affecting elements on the area of this study. the research finds a couple of hypotheses. For the r of tlus preliminary study. two following hypothesis are proposed: HI: There is a Significant H2: There is a significant
relationship relationship
Figure
and Consumer
1: Globalization
between between
consumer consumer
Behavior:
behavior behavior
homogeneity heterogeneity
Global Marketing
and marketing strategy standardization. and marketing strategy customization.
Strategies
Implication
- Homogeneity
- Media (information. communication. interaction & advertising) - Industrialization (cconomy of scale) - Capitalist economy - Global culture (values. consumption pattern)
Globalization Economic. politic. social and cultural effects
and Heterogeneity.
Local culture (values, consumption pattern ....)
Consumer
Behavior
]
I ~
~
Heterogeneity in consumer culture. taste. demand and need/
Homogeneity in consumer culture. taste. demand and need/ HI
[
~
~
Mark~ting Strate~ Standardization Strategy
[
HZ
Mark~ting Strate~ Customization Strategy
3. Methodology In order to find out the relationship between globalization and consumer behavior and their implications for global marketing strategies. this rese examine data collected through. respectively. qualitative and quantitative methods. given the research approach toward companies' marke consumer. At first. through an interview it deals with companies' marketers or strategists to find out their viewpoints and approaches to this ph, Therefore. the qualitative method contains semi-structured interview and a questionnaire. as well as literature review gathered from electronic and versions of the literature. At second. through a quantitative method and based on the research questionnaire. this study gathers consumers' viei respondents. The evidence of this study is gathered from Malaysia. The sample is selected based on Sue Greener (200B) attitude who believes th size must be more than 30 and less than 1000. therefore this study uses the formula of "Number of samples for an infinitely large population" ar 500 respondents as sample. In this study like other social studies to determine the number of random samples needed for a 95% as confidence intc sampling design for this study is multistage in which. as it is provided by Creswell (2010). the researcher first identifies clusters (groups) and ther within them. Companies study firstly concerns the selection of the specific ones to be studied due to their differently adopted strategies towar markets. Therefore. they are selected systematically. Questionnaires will be mailed to respondents and entered computer database. using SPSS Based on the theoretical model. a number of factors will be analyzed: a factor indicating homogeneous behavior of consumer in global environment. global marketing strategy and a factor dealing with heterogeneous behavior of consumer in global environment but under effects of local culture. turn influence the adopted global marketing strategy. Measuring all these constructs reliability. the analysis results will be presented in a matrix str case. these constructs are considered to have strong reliability and validity. our developed model will be confirmed. Discussion: Globalization. regardless of its good or bad consequences. has both direct and mediating effects on various spheres including soci. aspects that affect on consumer behavior. and consequently on global marketing strategies. This study partly focuses on consumer behavior to UI their responses and partly on marketers as an important element. which handles the companies' strategies and performances in global marl strategies shape the incoming global market in which some economies and cultures might be overshadowed by others who are the actors of thi Therefore. going beyond the economic issues. this study most probably arises many questions in different spheres. Rather than culture there mal causes like consumer value. life style. government regulations and trade policy to hinder the possible phenomena of two-polarity of world eo empires. In contrast. some causes such as global pattern of consumption as an influential advantage may facilitate standardization strategy. Howe, innumerous affecting variables and multidimensional nature of globalization. at this point of study there is no absolute evidence to show result theoretical assumptions on companies' tendency towards standardization or customization strategies. This research proposes a broad study ( sample for precise, realistic results.
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rreahty and Globalization: Culture in the age of Ronald McDonald. journal of International Consumer •••. ~,~). 9-22~ ng and Conducting Mixed Methods Research, Sage Publication. e ence and divergence in consumer behavior: Implications for global advertising. International journal of Advertising, 22 (2), 189. Geen. H. (2002). Convergence and divergence in consumer behavior: Implications for international _-"c.~~.~'ofRetailing, 78, 61·69. (1987). The myth of globalization. The Columbia journal of World Business, 22(4), 19-30 . . Helmut, 8. (1975). The information seekers - across-cultural consumer elite. Advances in consumer research. Ed. Mary. pact of Globalization on the Human Resource Management in a developing Country: A Case Study of Kenya Public Corporations, _.,.,.
s Research Methods, Ventus Publishing APS, Copenhagen, 47-51. A C. (1994). The new frontiers of intermarket segmentation. Global marketing Perspectives and cases. Salah S. Hassan, and Roger D. 100. Fort Worth: The Dryden Press, Harcourt Brace College Publishers. rn, W. (2003). Understanding the new bases for global marketing segmentation. journal of Consumer Marketing, 20(5), 446-62. rdization of international marketing strategy: Some research hypothesis. journal of Marketing, 53(1), 7l. .c:::e:-.o:-. D. (1987). A strategic approach to international marketing. International Marketing Review, 3, 60-70. Research: A Practical Approach. A Perspective on Consumer Behavior, 2, 4-6. standardization - Courting danger. The journal of Consumer Marketing, 3(2),13-15. arketing mix standardization: An integrated approach in global marketing. European journal of Marketing, 22(10), 19-30. C. H. Jr. (2001). Cross-cultural consumer decisions: Consideration sets - A marketing universal? Marketing Intelligence and Planning, 19, :; 6. _ obalization of markets. Harvard Business Review, 3, 2·11. - uralization of consumption. Harvard Business Review, 2(8). 1996). Current issues in the cross-cultural and cross- national consumer research. journal of International Consumer Marketing, 8(3/4),
.
J A. & White, S. D. (2003). Standardization/adaptation of international marketing strategy: go. International Marketing Review, 20(6), 588-603. Global marketing standardization. journal of Global Marketing, 9(1/2), 91-119. ct, S. & Michel, W. (1999). International market segmentation based on consumer-product
necessary
conditions
relations.
journal
for the advancement
of Marketing
of
Research, 36,
Cultural aspects of international business negotiations. International business negotiations. Ed. Pervez Ghauri, and Jean-Claude Usunier, dam: Pergamon, 91-118. Divkson, P. R. (2007). The fundamentals of standardizing global marketing strategy. Emerald Croup Publishing Limited International "9 Review, 24(1), 46. 1986). International Marketing policy: A discussion of the standardization construct and its relevance for corporate policy. journal of "lional330 Business Studies, 17(2), 55-69. Globalization. 2nd Edition: 36-37. Retrieved from http:J Ipol.atilim.edu.tr/filesjkuresellesme/kitaplar/Globalization.keyideas.pdf. = T. (2002). The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. Visit web site: _ up.orgjuploadsjpapers/5675.pdf. journal of Marketing, 66(4), 40-S7.
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___________________________________________ -'~?!~~~~c:!l~C_'_!~~'i~1e~~5~!~1'~o!:c:!!q,~ To Explore Hotel Service Factors Effect on Increasing Tourist Loyalty - Malaysia Evidence (Preliminary Study) Universiti
'Hussein Nezakati, Yousef Keshavarz Putra Malaysia (UPM), Serdang, Selangor, 'hosseinesecon.upm.edu.my
Malaysia
Abstract: Tourism industry has become more important in the global economy because it has the fastest growth in recent years, Based on United nat world tourist organization, Malaysia is the 9th country in the world and 3,,1 country in Asia in attracting tourists with 24,6 million one in 2010, Hotels r important role by providing quality service to customers and enhancing their loyalty, Rapid growth among hotels in tourism industry make hotel: recognize services as an important factor attracting more tourists, hence those are profitable. Therefore, this primary study tries to start finding relationship between important aspects of services such as process, place and personnel in hotels with tourist length of staying and frequency iutentio: revisit. Other research objectives are to investigate the effect of tourist's length of stay and frequency intention to revisit on tourist loyalty, Keywords:
Malaysian hotels, Service quality, Customer loyalty, Tourist loyalty
1. Introduction Stank et al. (1999) defined service performance as the level of a service, which categorized into two important level: operational performance, whic related to physical aspect of service, and relational performance, which is related to the service delivery process, Parasurarnan (1988) provided SERVQUAL as a multi-item scale to assess customer perception of quality of provided service, This scale has five aspects: tangible, reliability, responsiven assurance and empathy, which can provide operational definition of service quality, Therefore, modified scales based on specific hotels are suitable operation, I definition for service quality, Valuable model is provided by Kano (1984) to help analysis customer satisfaction, This model inch, classifications: attractive quality (A), one-dimensional quality (0), must be quality (M), indifferent quality (I) and reverse quality(R), Skogland & Sig: (2004) provided a useful instrument to evaluate customer loyalty in hotel industry, Loyalty based on Stank et al. (1999) is defined as a customer attitud the service. They believed that customer attitude is not formed only by a specific interaction, but cumulative experiences are involved in its formation ( J,K" 2007), Based on Hawkins et al. (2010) customer loyalty is defined as "customer intention or actual behavior to repeatedly purchase certain produr services", Hsieh et al (2010) showed that international hotels are categorized as four to five stars hotels, Chiang et al (2004) and Chang (2003) found chain hotels are more efficient than independent ones, The purpose of this primary study is to explore the relationship between services provided by he (tourists' perceptions of quality of these services) and loyalty in Malaysian hotel industry, Based of these objectives the quastion of the study is defir include: Which factors of service provided by hotels are related positively to customer loyalty in Malayysian hotel industry? The Malaysian hotel indu will enjoy the advantages of this study by underestanding the priority of their customers about services dernentions in hotels and learn this to t employees to enhance the customer satisfaction henc their loyalty, 2, Literature
review
There are several studies about service quality and its affect on customer satisfaction (Hsieh, 2008; Senga et al.; 2007 and Tsung et al., 2008) especially s, research provided information about the effect of hotel's services on visitors (Barros, 2005; Hawang & Chang, 2003 and Wang et al., 2006), They trie realize important aspects of service in different companies by which customers are satisfied or not. Some models are designed to evaluate service suc SERVQUAL provided by Parasoraman (1988), They defined quality as the gap between customer's expectation and perceptions, Service quality is the r important part of hotels to be profitable and to grow in tourism industry (Senga et al., 2007), Hsieh (2008) believed that dimensions of service qu, provided by Parasorarnan and his college must be concerned she argued that this aspects are reliability, responsiveness, competence, access, court communication, credibility, security, understanding and knowing the customer and tangible, Amjad A,A, et al. (2011) believe three factors in hotel serv are important to attract tourists to be loyal, reputation building, nonverbal communication and customer service culture, According to Tsung et al. (2( enhancing facilities and requirements for customers in these days, which called as customers-based service, help to raise customer loyalty, Physical evidi plays vital role to provide qualified service in hotels and as Berry et al. (2007) argued, the quality of services is not determined only by one aspect of that whole service package is necessary, Although there is not agreement about the relationship between the constructs of service quality with custo satisfaction, both of them affect future tourist selection (Tian et al., 2003), In addition, personnel play the vital role to improve customer's satisfactio hotels, Simon (2000) believes that interaction with service personnel is affect guest satisfaction, He argues that if tourists perceive that employees' beha is unethical, it influences the whole assessment of the hotels' service and they will downgrade the quality of received service, Therefore, ethical standarr employees plays the important role in presenting warm equitable and good service for all guests, Although tourists prefer to receive qualified ser authenticity of displayed service is more important and it affects on customer's satisfaction Grandey et al. (2005), Therefore based on previous research clear that service quality is very important for both customers and hotel managers to have long-term relationship with together. So in this research n realize the affects of five important aspects of service quality includes process, personnel, place switching cost and past experience on customer leng: stay and revisit the hotel and finally try to realize the affect of these factors on customer loyalty, To analysis service quality previous models and thee must be concerned such as GAP (Cronin & Tyler, 1994), SERVQUAL (Parasuraman, 1985), DEA (Kao, 2009) and KANO [Kano, 1984), These models theories arc useful for this research and try to merge all these models to obtain model and framework, which is suitable for studying in Malaysian hotels, argued that by providing more qualified services in hotel they can attract more tourists or encourage them to stay more or rebook this hotel for next t On other word, by providing more qualified service they make tourists loyal to their hotel hence improve their profitability and help country to attract r tourist and receive to predicted plan, In fact 78% of executives in western countries and Japan believe that the key factor in hotel to compete with othc service improvement (Chen L, H, 2005), Since 1920s when the first service research had started (Akbaba, 2006), so many researches has carried out a service qu .lity and customer loyalty (such as: Smith and Lewis, 1989; Quinn and Humble, 1993; and Sara T, et al., 2012), however, from the literature re' it is realized that there is a little researches have designed to investigate the relationship between service quality and customer loyalty in hotels special Malaysian hotels, 3, Conceptual
Model and Hypothesis
HI: Qualified personnel have significant effect on tourist length of staying in the hotel. H2: Qualified personnel have Significant effect on tourist's decision-making on frequency intention to revisit the hotel. H3: Qualified process has significant effect on tourist length of staying in the hotel. H4: Qualified process has significant effect on tourist frequency intention to revisit the hotel. Hs: Hotel location has significant effect on tourist length of staying in the hotel H6: Hotel location has Significant effect on tourist frequency intention to revisit the hotel. H7: Tourist frequency intention to revisit has significant effect on tourist length of staying in the hotel. H8: Tourist length of staying has significant effect on tourist frequency to revisit the hotel. H9: Tourist length of staying has significant effect on tourist loyalty. Hl0: Tourist frequency intention to revisit has Significant effect on tourist loyalty,
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International Conference on Education and Information Management (ICEI M) _________________ .r!.?!~~~~·Cj!h.c_l!.~/!f"!e!s~/~1!~0'!!a!iq~~
H2
o.~
fied
.
Hi H3 H5
I
I
s~~~-
r-oce-s s
H8 H4
tourist loyalty
H7
I Tourist frequency
H6
H9
I intention to
I
HiD
revisit
~nbe the status of service provided by hotels in Malaysia and their effects on customer loyalty. As this study has dealt with variables :he first step of research the quantitative method will be used. Because of the nature of the problem, cross-sectional survey will used at one point of time. With the use of quantitative method, the validity and reliability of the findings can be enhanced and interpreted 'Zed to other members of tourist society. Therefore, this study by purpose and method is classified as a conventional method in which al. (1998) relies on assumption substantive body of research finding about buyer behavior. Variables in conventional method could a standard regression analysis (Mahoney). et al., 2003). and participants: The population is hotels' customers in Malaysia; those are the customers of hotels' accommodations and spend at Ialaystan hotels. The sample is selected based on Sue Greener (2008) attitude who believe the sample size must be more than 30 and fore in this study uses the formula of "Number of samples for an infinitely large population" and select 500 respondents as sample. In social studies to determine the number of random samples needed for a 95% as confidence interval. The sampling design for this study as it is provided by Peter and Howard (2010), the researcher first identifies clusters (groups) and then samples within them.
mes to investigate
the relationship important aspects of services such as process, place and personnel in hotels with customer's length of to investigate the effect of customer's length of stay and revisit on customers loyalty. Studying previous models such as SERVQUAL, Gap '" emerge them, design new framework for hotel industry in Malaysia, and endeavor to realize the relationship between variables, which ·e. j
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Zeithaml, V. A. & Berry. L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service r;~roiling. 64(1). 13-40. eck, H.). (2010). The dissertation: from beginning to end. Oxford University Press. Inc .•120- 121. mble.]. (1993). Using service to gain a competitive edge -the PROMPT approach. long range planning. 26(2). 31-40.
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