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Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
Proposal Defense
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Proposal Defense

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  • 1. The Interactions Among Provision of Information , Customers’ Perception and Customers’ Satisfaction : A Study of B&B and Hotel Industries Presenter: Hsin-Pei Pan Advisor: Dr. Hsiao-tung Hsu Date: January 7, 2010
  • 2. Content Introduction Literature review Methodology
  • 3. Introduction <ul><li>Background of the study </li></ul><ul><li>Statement of problems </li></ul><ul><li>Purpose of the Study </li></ul><ul><li>Research questions </li></ul>
  • 4. Background of the study <ul><li>The government announced the law of two-day weekend in 1998, the leisure activity have become the new market to invest while people acknowledge the importance of leisure activity. </li></ul>
  • 5. Background of the study (Tourism Bureau Republic of China, 2008) B&B 2678 Hotel 2003 600 2008 2691
  • 6. Statement of problems <ul><li>Managers’ perception of customer value is different to what customers’ experience as customer value. </li></ul><ul><li>(Nasution & Mavondo, 2007) </li></ul>
  • 7. <ul><li>The gap between hoteliers’ perception and customers’ perception could be a reduction in customer’s satisfaction. </li></ul>Statement of problems
  • 8. Purpose of the Study <ul><li>to examine the interactions among provision of information , customers’ satisfaction and customers’ perception of B&B and Hotel industries </li></ul>
  • 9. Research Questions <ul><li>1. Could these three factors- provision of information(PI) , customers’ perception(CP) and customers’ satisfaction(CS) -be simultaneously interactive? </li></ul>
  • 10. 2. Could customers’ satisfaction be another information? H1 : Provision has influence upon customers’ perception. H2 : Customers’ perception has influence upon customers’ satisfaction. Research Questions
  • 11. Literature review <ul><li>Provision of information </li></ul><ul><li>Customers‘ perception </li></ul><ul><li>Customers’ satisfaction </li></ul><ul><li>Provision of information vs. customers’ satisfaction </li></ul><ul><li>Provision of information vs. customers’ perception </li></ul><ul><li>Customers’ perception vs. customers’ satisfaction </li></ul>
  • 12. <ul><li>(Beatty & Smith,1987) </li></ul>Definition of Provision of information personal (e.g., friends, relatives, and colleagues) marketer-dominated (e.g., advertisements and promotions) neutral (e.g., third-party such as travel agents and travel guides) experiential sources thorough direct contacts with retailer
  • 13. <ul><li>Information technology has rapidly developed and accordingly online information search is increasingly important to both travellers and travel marketers. </li></ul><ul><li>(Jang, 2004) </li></ul>Provision of information
  • 14. <ul><li>People usually attempt to find information in their memory first, but if an internal information source does not provide sufficient information, they then go out and search for relevant information. </li></ul><ul><li>(Beatty & Smith,1987) </li></ul>Provision of information
  • 15. Definition of Perception <ul><li>Perceived value is consumer’s total purchasing experience through the process of comparing the quality , quantity , subjective factors and objective factors . </li></ul><ul><li>(Zeithaml, 1988) </li></ul>
  • 16. <ul><li>The implication for managers is that a better understanding of customers, their needs and expectations would assist is bridging the gap in perceptions of customer value. </li></ul><ul><li>(Nasution & Mavondo, 2007) </li></ul>Customers’ perception
  • 17. <ul><li>Customer’s satisfaction is physically achieved when the customer’s needs and wants are fulfilled. </li></ul><ul><li>(Lam & Zhang, 1999) </li></ul>Definition of satisfaction
  • 18. Customers’ satisfaction <ul><li>Customer satisfaction as that when customers feel the advantages of the product and service, they were willing to pay the price. </li></ul><ul><li>(Host & Anderson, 2001) </li></ul>
  • 19. <ul><li>The perceptions of tourists and hotel managers in the hotel industry differ due to differences in expectations of quality of service. </li></ul><ul><li>(Tsang & Qu, 2002) </li></ul>Provision of information vs. Customers’ perception
  • 20. <ul><li>Gaps might arise between expectation and actual performance, and differences between perception of the service by the service provider and service receiver. </li></ul><ul><li>(Saleh & Ryan, 1991) </li></ul>Provision of information vs. Customers’ perception
  • 21. Provision of information vs. customers’ satisfaction <ul><li>Hotels may aim at conveying a specific image and raise a certain level of expectation, the hotel guests may perceive and interpret this differently. </li></ul><ul><li>(Nasution & Mavondo, 2007) </li></ul>
  • 22. Customers’ perception vs. customers’ satisfaction <ul><li>Perceptions of service quality and value affect satisfaction, and satisfaction furthermore affect loyalty and post-behaviour. </li></ul><ul><li>(Chen & Tsai, 2007) </li></ul>
  • 23. Customers’ perception vs. customers’ satisfaction ( Chen & Chen, 2009) Perceived value Experience quality Behavioral intention Satisfaction
  • 24. Methodology <ul><li>Conceptual framework </li></ul><ul><li>Data collection </li></ul><ul><li>Instrument </li></ul><ul><li>Data analysis </li></ul>
  • 25. Conceptual Framework
  • 26. <ul><li>Data Collection </li></ul>Participants Customers who stay at hotel/B&B in Nantou Questionnaire 500 copies Time 10 minutes Duration 2 months Measurement 5-Likert Point Scale
  • 27. Instrument <ul><li>-- Survey </li></ul>Categories Part 1 Consumer information Lin (2004) Part 2 Provision of information Part 3 Perception Part 4 Satisfaction Part 5 Personal information
  • 28. Instrument
  • 29. Instrument
  • 30. Instrument
  • 31. Instrument
  • 32. Instrument
  • 33. Data analysis Factor analysis Cronbach’s alpha Kaiser-Meyer-Oklin (KMO) Correlation coefficients Data analysis
  • 34. <ul><li>Thank you for your listening . </li></ul>

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