Educating Service Providers on Factors impacting Customer Reluctance in Choosing the Services Provided: A Case of Hotel Industry in Northern Region of Malaysia
Universiti Teknologi MARA Kedah
ABSTRACT
Nowadays, customer awareness towards hotel element becomes an important factor in order to influence them to purchase or not to purchase the services provided by hotels. Based on the previous study, it indicates that the influencing factors why customer rejects a hotel is customer service, price, facilities and competitor’s offer. Thus, this study intended to examine the relationship of independent variables (customer service, price, facilities and competitor’s offer) that factors for customer reluctance in choosing the services provided by hotels in Malaysia. A total 100 respondents have been selected for the study. This research has limitation which encompasses only in Northern Region of Malaysia specifying in Sungai Petani area. The respondent were randomly chosen either regular or non-regular hotel customers, as long as they can provide opinions on what factors influence them for not choosing the services provided by hotels in Malaysia. Customer service, price, facilities and competitor’s offer was identified as the impacting factors for customer reluctance in choosing the services provided by hotels in Malaysia. It is hoped that the findings from this research will shed some light in the marketing literature and educate the hotel service providers to upgrade their services and lead to better customer satisfaction.
KEYWORDS
Educating business owners, customer services, price, facilities and competitor’s offer