Proposal Defense0323


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Proposal Defense0323

  1. 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. 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 has 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, 2009) B&B 2678 Hotel 2003 600 2008 2691
  6. 6. Statement of problems <ul><li>Managers’ perception of customer value is different from what Customer'sexperience as customer value. </li></ul><ul><li>(Nasution & Mavondo, 2007) </li></ul>
  7. 7. <ul><li>The gap between hoteliers’ perception and Customer's 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 , Customer's satisfaction and Customer's perception of B&B and Hotel industries </li></ul>
  9. 9. Research Questions <ul><li>1. Could these three factors- provision of information(PI) , Customer's perception(CP) and Customer's satisfaction(CS) -be simultaneously interactive? </li></ul>
  10. 10. <ul><li>2. Could Customer's satisfaction be an alternative channel of acquiring information? </li></ul>H1 : Provision of information has influence upon Customer's perception. H2 : Customer's perception has influence upon Customer's satisfaction. Research Questions
  11. 11. Literature review <ul><li>Provision of information </li></ul><ul><li>Customer's perception </li></ul><ul><li>Customer's satisfaction </li></ul><ul><li>Provision of information vs. Customer's satisfaction </li></ul><ul><li>Provision of information vs. Customer's perception </li></ul><ul><li>Customer's perception vs. Customer's 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 through 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 bridging the gap in perceptions of customer value. </li></ul><ul><li>(Nasution & Mavondo, 2007) </li></ul>Customer's 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. Customer's 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. Customer's 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. Customer's perception
  21. 21. Provision of information vs. Customer's 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. Customer's perception vs. Customer's satisfaction <ul><li>Perceptions of service quality and value affects satisfaction, and satisfaction furthermore affect loyalty and post-behaviour. </li></ul><ul><li>(Chen & Tsai, 2007) </li></ul>
  23. 23. Customer's perception vs. Customer's 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 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. 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. 28. Instrument <ul><li>-- Survey </li></ul>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. 29. Instrument
  30. 30. Instrument
  31. 31. Instrument
  32. 32. Instrument
  33. 33. Instrument
  34. 34. Data analysis Factor analysis Cronbach’s alpha Kaiser-Meyer-Oklin (KMO) Correlation coefficients Data analysis
  35. 35. <ul><li>Thank you for your listening . </li></ul>