Proposal Defense


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Proposal Defense

  1. 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. 2. Content Introduction Literature review Methodology
  3. 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. 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. 5. Background of the study (Tourism Bureau Republic of China, 2008) B&B 2678 Hotel 2003 600 2008 2691
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. Customers’ perception vs. customers’ satisfaction ( Chen & Chen, 2009) Perceived value Experience quality Behavioral intention Satisfaction
  24. 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. 25. Conceptual Framework
  26. 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. 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. 28. Instrument
  29. 29. Instrument
  30. 30. Instrument
  31. 31. Instrument
  32. 32. Instrument
  33. 33. Data analysis Factor analysis Cronbach’s alpha Kaiser-Meyer-Oklin (KMO) Correlation coefficients Data analysis
  34. 34. <ul><li>Thank you for your listening . </li></ul>