What are the Attractiveness Aspects that Influence Customer Loyalty to Homestays? A Study in Taiwan

Steven Toh Teong Jin, Tan Cheng Ling, Yeo Sook Fern

Abstract


ABSTRACT

The purpose of this study is to investigate the direct relationship between perceived attractiveness aspects and customer loyalty. The perceived attractiveness aspects are operationalized into five dimensions, namely surroundings of the building and features; service quality; homestay facilities; homestay operation and management; and homestay geist and community co-prosperity. The hypotheses are postulated and tested using a sample of 566respondents that were homestay customers in Taiwan The data used in this study was collected via self-administered questionnaires The study employs the structural equation modeling (SEM) technique to test the validity of the proposed hypotheses via Smart-PLS software. The results show that only four out of five sub-hypotheses are supported. The conclusion of this study provides theoretical implications and practical implications, as well as suggestions for future studies either in Malaysia or Taiwan.

Keywords: Perceived attractiveness aspects; customer loyalty; service quality; consumer behavior; homestay; Taiwan

ABSTRAK

Tujuan kajian ini adalah untuk mengenal pasti kesan secara langsung bagi daya tarikan homestay terhadap kesetiaan pelanggan. Aspek daya tarikan homestay diukur menerusi lima dimensi iaitu persekitaran bangunan dan reka bentuknya, kualiti penyampaian perkhidmatan, kemudahan asas yang disediakan, kaedah operasi dan pengurusan homestay serta semangat kebersamaan dan kemakmuran masyarakat setempat. Kerangka kajian telah dibuat dan andaian telah diuji berdasarkan maklumat yang diperoleh daripada 566 responden yang merupakan pelanggan homestay di Taiwan. Borang soal selidik telah diurus secara kendiri oleh responden. Untuk menguji setiap andaian yang telah dibuat, teknik pemodelan persamaan berstruktur digunakan bagi mendapatkan jawapan yang diperlukan. Perisian Smart-PLS digunakan untuk menjalankan analisis statistik. Dapatan kajian menunjukkan bahawa terdapat empat daripada lima hipotesis dapat disokong dan satu hipotesis yang tidak disokong. Kajian ini memberikan implikasi kepada teori dan praktikal serta boleh guna pakai untuk kajian masa depan sama ada di Malaysia atau Taiwan.

Kata kunci: Aspek daya tarikan; kesetiaan pelanggan; kualiti perkhidmatan; gelagat pengguna; homestay; Taiwan


Keywords


Perceived attractiveness aspects; customer loyalty; service quality; consumer behavior; homestay; Taiwan

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


DISCLAIMER

The editors and publisher of Jurnal Pengurusan have made every possible effort to verify the accuracy of all information contained in this publication. Any opinions, discussions, views and recommendations expressed in the article are solely those of the authors and are not of Jurnal Pengurusan, its editors or its publisher. Jurnal Pengurusan, its editors and its publisher will not be liable for any direct, indirect, consequential, special, exemplary, or other damages arising therefrom.