The effect of service innovation and customer choices on customer value in the hospitality industry in Malaysia

Veerakumaran, Bhuvanes (2009) The effect of service innovation and customer choices on customer value in the hospitality industry in Malaysia. Masters thesis, University of Malaya.

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The hospitality industry in Malaysia is constantly undergoing innovative change in their efforts to meet customers’ expectation and achieve their satisfaction. At present customer expectation is much related to service innovation in the hospitality industry. Thus the aim of this research was to study the influence of service innovation on customer choice of hotels and the extent to which this delivers customer value. The key factors of service innovation in this research were the characteristics of hotel type, use of information technology and customization of service. These factors of service innovation were measured against customer choices and customer value. The methodology adopted for this study was a quantitative survey, based on a non probability sampling design using convenience sampling. A total of 200 questionnaires were distributed and collected back. The data collected were analysed using Statistical Package for Social Sciences (SPSS). The correlation analysis carried out clearly indicated that there was positive relationship between hotel type and information technology while there was a negative relationship between customization of service and customer choice. The analysis further indicated that there was a positive relationship between customer choice and customer value. The management implication of this research would be that hospitality managers should plan towards more innovative ideas in their organization to sustain competition in the industry.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Service innovation, Customer choice, Hospitality industry, Customers’ expectation, Customers’ satisfaction, Customer value, Malaysia
Subjects: A General Works > AS Academies and learned societies (General)
Date Deposited: 19 Jul 2013 07:39
Last Modified: 19 Jul 2013 07:39

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