文章基本信息

标题：The Correlation Study on Customer’s Perspective for Malaysia Hotel
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作者：Leow Chee Seng Dean ; Tan Chooi Keong
期刊名称：International Journal of Humanities & Social Science Studies
印刷版ISSN：2349-6711
电子版ISSN：2349-6959
出版年度：2016
卷号：2
期号：5
页码：287-310
语种：
出版社：Scholar Publications
摘要：The purpose of the study was to examine the customer equity theory with relating the marketing drivers to the customer loyalty among the hotels in Kuala Lumpur, Malaysia. The study was guided by 3 objectives: 1.) to determine the relationship between marketing drivers related to customer equity and customer loyalty. 2) to determine the profiles to customers according to the antecedents and behavioral outcomes of customer loyalty, and 3) to determine the association between the customer loyalty and the customer demographic profiles. The quantitative method and data was collected through self-administered questionnaires. Paired samples t-test, regression analysis, multiple variances of analysis, one way of variance analysis and important-performance analysis (IPA) were applied in the data analysis. The findings of empirical tests supported the conclusion that fundamental and marketing strategies related to customer equity theory increased attitudinal and behavioral loyalty. There was no linear relationship on the proportion of stay from the fundamental marketing strategy.