Evaluating the Services of Malaysian Hotels from the leisure traveler's Prespactive

Mhd Suhaimi Ahmad, Ahmad Azmi M.Ariffin, Azhar Ahmad

Abstract


ABSTRACT
This study evaluated the expectation, perception and satisfaction level of leisure travelers towards hotel attributes and services quality in Malaysia. It specifically tried to delineate basic dimensions of local leisure travelers
towards hotel attributes and subsequently evaluate their satisfaction level towards hotel attributes. This study involved a questionnaire-survey of 180 respondents and employed Factor Analysis with VARIMAX rotation as the main analysis. Eight underlying factors representing 58.6 per cent of the
explained variance were extracted. The most important factor in explaining the variance was "staff service quality", followed by "value" and "core products' quality." The result of reliability analysis showed that the alpha coefficients for the eight factors ranged from 0.62 to 0.84 and eigenvalues from 1.00 to 7. 76. Finally, Regression Analysis was employed to examine the eight underlying factors relative importance in contributing to the overall level of satisfaction towards the hotel attributes and services. The findings of the regression analysis suggested that local travelers' overall satisfaction was primarily derived from the factor of "value" followed by
"core products' quality" and "staff service quality." Factor of ''facility of mini bar" was the only negative factor derived from the analysis. The findings of this study and its marketing implication could assist hoteliers to design their hotel services in order to target the segment of leisure travelers in the most efficient way.
ABSTRAK
Kajian ini mengkaji ekspektasi, persepsi dan tahap kepuasan pelancong berorientasikan keseronokan terhadap atribut-atribut dan kualiti perkhidmatan hotel di Malaysia. Kajian ini melibatkan soal-selidik ke atas 180 responden dan menggunakan Analisis Faktor dengan putaran Varimax
sebagai teknik analisis utama. Lapan faktor yang menerangkan 58.6 peratus daripada varians terhasil daripada analisis faktor yang dijalankan. Faktor yang paling penting dalam menerangkan varians adalah "kualiti perkhidmatan staf" diikuti oleh "nilai" dan "kualiti produk teras". Hasil
analisis reliabiliti menunjukkan bahawa koefision alpha untuk lapan faktor terbabit adalah dalam lingkungan 0.62 hingga 0.84 dengan eigenvalue daripada 1.00 hingga 7.76. Akhir sekali, analisis regresi dijalankan untuk mengkaji kepentingan relative lapan faktor terbabit dalam menyumbang kepada tahap kepuasan keseluruhan terhadap atribut-atribut hotel. Penemuan daripada analisis regresi mencadangkan bahawa tahap kepuasan keseluruhan
pelancongan berteraskan keseronokan adalah terhasil daripada faktor "nilai" diikuti oleh "kualiti produk teras" dan" kualiti perkhidmatan staf". Faktor "fasiliti bar mini" adalah satu-satunya faktor negatif yang terhasil daripada
analisis. Penemuan kajian ini dan implikasi pemasarannya dapat membantu pihak pengurusan hotel untuk merekabentuk perkhidmatan hotel mereka untuk mensasar kepada pelancongan berorientasikan keseronokan dolam
cara yang paling efisyen.


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