Determinants of Perceived Value in the Hotel Industry of Pakistan

Abstract

This quantitative research study, firmly grounded in positivism philosophy, endeavors to explore the intricate interplay of service quality, customer perceived risk, customer perceived experience, and social media marketing on the concept of customer perceived value within the dynamic hospitality industry of Karachi, Pakistan. Employing a descriptive research design, our study focuses on providing an accurate portrayal of the variables under investigation and elucidating the nuanced relationships between them. The research unfolds in the vibrant context of Karachi's bustling hospitality sector, offering insights tailored to the local landscape. To gather data, we conducted surveys with a diverse cohort of 388 respondents hailing from Karachi, Pakistan. Utilizing Google Forms for convenient distribution, this approach facilitated efficient data collection, enabling us to construct a comprehensive understanding of customer perceptions and experiences within this thriving industry. Data analysis was carried out using Smart PLS software, enabling in-depth examination of the proposed hypotheses. Remarkably, all five hypotheses connecting independent variables to dependent variables were substantiated through rigorous statistical analysis. The study's findings provide valuable insights into the complex dynamics that influence customer perceived value within Karachi's hospitality industry. It underscores the significance of service quality, customer perceived risk, customer perceived experience, and social media marketing in shaping customer perceptions and their perceived value. This research contributes to the burgeoning body of knowledge concerning the hospitality industry in Karachi, Pakistan, by illuminating the pivotal factors that influence customer perceived value. It serves as a valuable resource for practitioners and scholars seeking to enhance their understanding of this dynamic and competitive sector.