The Effects of Malaysian Hotels Services on Customer Loyalty

Yousef Keshavarz

doi:10.22610/jevr.v4i10.132

Abstract

In recent years, the tourism industry has become more important in terms of the global economy. It is revealed that inbound tourism has become one of the major trade categories. Like other countries in Malaysia several industries involve to attract tourists in the country. The hotel industry is one of these industries affects tourists to be satisfied and desire to visit the place again. Service quality is the most important factor by which hotels influence their guests to be loyal; therefore in this study the effect of service quality on tourist loyalty will be investigated. Factors of service quality, which affected from the expected service quality and affect tourist loyalty, include tangible, reliability, responsiveness, assurance and empathy. In this study, guests of hotels, apartments and budget hotels are considered as the research population and 500 respondents from both domestic and international tourists are selected by clustering sampling. The finding of this study is helpful for hoteliers to understand the demands of their customer from different countries with different cultures and plan new strategies to meet their needs and influence them to be loyal on hotels.

Highlights

Service sector which were limited in scope and nature until twentieth century changed and enter to sphere of human activity such as insurance, welfare, information technology, hotel and etc. and approximately twothirds of GNP from most countries specially developed ones are accounted by this sector(Sandhu & Bala, 2011)
Guests of hotels, apartments and budget hotels are considered as the research population and respondents from both domestic and international tourists are selected by clustering sampling
In 2012 there were 1736 qualified hotels, apartments and budget hotelsin Malaysia.These hotels make all their effort to promote their share in Malaysian hotel industry by attracting more tourists from both domestic and international groups

Summary

Introduction

Service sector which were limited in scope and nature until twentieth century changed and enter to sphere of human activity such as insurance, welfare, information technology, hotel and etc. and approximately twothirds of GNP from most countries specially developed ones are accounted by this sector(Sandhu & Bala, 2011). It is shown that 78% of executives in western countries and Japan believe that the key factor in hotel to compete with others is service improvement(Lin, 2005). Hotel industry in Malaysia is one of the most important industries which help to tourist industry, economic development in country. In 2012 there were 1736 qualified hotels, apartments and budget hotelsin Malaysia (malaysia, 2012).These hotels make all their effort to promote their share in Malaysian hotel industry by attracting more tourists from both domestic and international groups. They must have strategic plan to affect them to be satisfied and loyal to hotel. In particular this research tries to answer following questions: What variables are important to use by Malaysian hotels to affect their customersperceive about services quality?

Research Background

Methodology

Findings

Conclusion