Proposal Defense0323

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  • 1. The Interactions Among Provision of Information , Customer's Perception and Customer's Satisfaction : A Study of B&B and Hotel Industries in Nantou County Presenter: Hsin-Pei Pan Advisor: Dr. Ching-Wei Ho Dr. Hsiao-Tung Hsu Date: March 23, 2010
  • 2. Content Introduction Literature review Methodology
  • 3. Introduction
    • Background of the study
    • Statement of problems
    • Purpose of the Study
    • Research questions
  • 4. Background of the study
    • The government announced the law of two-day weekend in 1998, the leisure activity has become the new market to invest while people acknowledge the importance of leisure activity.
  • 5. Background of the study (Tourism Bureau Republic of China, 2009) B&B 2678 Hotel 2003 600 2008 2691
  • 6. Statement of problems
    • Managers’ perception of customer value is different from what Customer'sexperience as customer value.
    • (Nasution & Mavondo, 2007)
  • 7.
    • The gap between hoteliers’ perception and Customer's perception could be a reduction in customer’s satisfaction.
    Statement of problems
  • 8. Purpose of the Study
    • to examine the interactions among provision of information , Customer's satisfaction and Customer's perception of B&B and Hotel industries
  • 9. Research Questions
    • 1. Could these three factors- provision of information(PI) , Customer's perception(CP) and Customer's satisfaction(CS) -be simultaneously interactive?
  • 10.
    • 2. Could Customer's satisfaction be an alternative channel of acquiring information?
    H1 : Provision of information has influence upon Customer's perception. H2 : Customer's perception has influence upon Customer's satisfaction. Research Questions
  • 11. Literature review
    • Provision of information
    • Customer's perception
    • Customer's satisfaction
    • Provision of information vs. Customer's satisfaction
    • Provision of information vs. Customer's perception
    • Customer's perception vs. Customer's satisfaction
  • 12.
    • (Beatty & Smith,1987)
    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 through direct contacts with retailer
  • 13.
    • Information technology has rapidly developed and accordingly online information search is increasingly important to both travellers and travel marketers.
    • (Jang, 2004)
    Provision of information
  • 14.
    • 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.
    • (Beatty & Smith,1987)
    Provision of information
  • 15. Definition of Perception
    • Perceived value is consumer’s total purchasing experience through the process of comparing the quality , quantity , subjective factors and objective factors .
    • (Zeithaml, 1988)
  • 16.
    • The implication for managers is that a better understanding of customers, their needs and expectations would assist bridging the gap in perceptions of customer value.
    • (Nasution & Mavondo, 2007)
    Customer's perception
  • 17.
    • Customer’s satisfaction is physically achieved when the customer’s needs and wants are fulfilled.
    • (Lam & Zhang, 1999)
    Definition of satisfaction
  • 18. Customer's satisfaction
    • Customer satisfaction as that when customers feel the advantages of the product and service, they were willing to pay the price.
    • (Host & Anderson, 2001)
  • 19.
    • The perceptions of tourists and hotel managers in the hotel industry differ due to differences in expectations of quality of service.
    • (Tsang & Qu, 2002)
    Provision of information vs. Customer's perception
  • 20.
    • Gaps might arise between expectation and actual performance, and differences between perception of the service by the service provider and service receiver.
    • (Saleh & Ryan, 1991)
    Provision of information vs. Customer's perception
  • 21. Provision of information vs. Customer's satisfaction
    • Hotels may aim at conveying a specific image and raise a certain level of expectation, the hotel guests may perceive and interpret this differently.
    • (Nasution & Mavondo, 2007)
  • 22. Customer's perception vs. Customer's satisfaction
    • Perceptions of service quality and value affects satisfaction, and satisfaction furthermore affect loyalty and post-behaviour.
    • (Chen & Tsai, 2007)
  • 23. Customer's perception vs. Customer's satisfaction ( Chen & Chen, 2009) Perceived value Experience quality Behavioral intention Satisfaction
  • 24. Methodology
    • Conceptual framework
    • Data collection
    • Instrument
    • Data analysis
  • 25. Conceptual Framework
  • 26.
    • Data Collection
    Participants 500 Customers who stay at hotel/B&B in Nantou Questionnaire Lin’s (2004)  = .85 Tso’s (2002)  = .8 Duration 2 months Measurement 5-Likert Point Scale
  • 27. (Tourism Bureau Republic of China, 2010) Country Legitimate B&B Firms Number of rooms Hualien County 758 2652 Yilan County 466 1814 Nantou Coutnty 453 2189
  • 28. Instrument
    • -- Survey
    Categories Cronbach’s alpha Part 1 Consumer information .8 .85 Part 2 Provision of information Part 3 Perception Part 4 Satisfaction Part 5 Personal information
  • 29. Instrument
  • 30. Instrument
  • 31. Instrument
  • 32. Instrument
  • 33. Instrument
  • 34. Data analysis Factor analysis Cronbach’s alpha Kaiser-Meyer-Oklin (KMO) Correlation coefficients Data analysis
  • 35.
    • Thank you for your listening .