Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman

Nowadays, hotels opt to promote their products or services in an online approach through their website. In order to increase the revenue and at the same time reduce the unsold rooms, hotels employ online intermediaries, such as Agoda, Booking.com, and Expedia. However, the emerging of online interme...

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Main Author:	Wan Salman, Wan Ahmad Nasroun
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Consumer satisfaction
Online Access:	https://ir.uitm.edu.my/id/eprint/59823/1/59823.pdf
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id	my-uitm-ir.59823
record_format	uketd_dc
spelling	my-uitm-ir.598232022-05-18T05:46:32Z Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman 2021-02 Wan Salman, Wan Ahmad Nasroun Consumer satisfaction Nowadays, hotels opt to promote their products or services in an online approach through their website. In order to increase the revenue and at the same time reduce the unsold rooms, hotels employ online intermediaries, such as Agoda, Booking.com, and Expedia. However, the emerging of online intermediaries has created a new challenge and issue on room price matters. Customers' perplexity on hotel room price leads to fairness evaluation. Therefore, the aim of this study is to examine customers' price fairness evaluation on hotel online distribution channels towards their emotions and behavioural response. Price fairness was assessed by distributive fairness (the price advertised) and procedural fairness (organizations that set the price), as grounded in social comparison theory. In order to gain a deeper understanding of customers' price fairness evaluation, a quantitative longitudinal survey was adopted. A total of 48 postgraduate students employed in this study, which involved five different periods of assessment. The data collected begins from 28 days prior to check-in until the check-in day, with seven days gaps on each assessment period. The Structure Equation Modelling-Partial Least Square (SEM-PLS) used to analyse the results. Findings showed that customers rate the hotel as fair for both fairness dimensions (distributive and procedural), at the initial stage of the investigation. However, when closer to the check-in day, customers mostly concerned on the price posted (distributive), compared to the organization that set the price (procedural). Customers' emotional and their behavioural response was also examined based on fairness dimensions. The results indicated that fair price leads to positive emotions, so as positive behavioural responses. This study extends current price fairness research, especially in the hotel industry. In the academic perspective, the needs to explore both dimensions of fairness deemed as necessary in broadening the knowledge in psychological and behavioural research. On the other hand, hotel managers may use these findings to understand customers' behaviour, particularly in price fairness evaluation. 2021-02 Thesis https://ir.uitm.edu.my/id/eprint/59823/ https://ir.uitm.edu.my/id/eprint/59823/1/59823.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Hotel and Tourism Management Mohd Radzi, Salleh (Associate Professor Dr.)
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd Radzi, Salleh (Associate Professor Dr.)
topic	Consumer satisfaction
spellingShingle	Consumer satisfaction Wan Salman, Wan Ahmad Nasroun Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
description	Nowadays, hotels opt to promote their products or services in an online approach through their website. In order to increase the revenue and at the same time reduce the unsold rooms, hotels employ online intermediaries, such as Agoda, Booking.com, and Expedia. However, the emerging of online intermediaries has created a new challenge and issue on room price matters. Customers' perplexity on hotel room price leads to fairness evaluation. Therefore, the aim of this study is to examine customers' price fairness evaluation on hotel online distribution channels towards their emotions and behavioural response. Price fairness was assessed by distributive fairness (the price advertised) and procedural fairness (organizations that set the price), as grounded in social comparison theory. In order to gain a deeper understanding of customers' price fairness evaluation, a quantitative longitudinal survey was adopted. A total of 48 postgraduate students employed in this study, which involved five different periods of assessment. The data collected begins from 28 days prior to check-in until the check-in day, with seven days gaps on each assessment period. The Structure Equation Modelling-Partial Least Square (SEM-PLS) used to analyse the results. Findings showed that customers rate the hotel as fair for both fairness dimensions (distributive and procedural), at the initial stage of the investigation. However, when closer to the check-in day, customers mostly concerned on the price posted (distributive), compared to the organization that set the price (procedural). Customers' emotional and their behavioural response was also examined based on fairness dimensions. The results indicated that fair price leads to positive emotions, so as positive behavioural responses. This study extends current price fairness research, especially in the hotel industry. In the academic perspective, the needs to explore both dimensions of fairness deemed as necessary in broadening the knowledge in psychological and behavioural research. On the other hand, hotel managers may use these findings to understand customers' behaviour, particularly in price fairness evaluation.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Wan Salman, Wan Ahmad Nasroun
author_facet	Wan Salman, Wan Ahmad Nasroun
author_sort	Wan Salman, Wan Ahmad Nasroun
title	Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
title_short	Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
title_full	Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
title_fullStr	Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
title_full_unstemmed	Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman
title_sort	price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / wan ahmad nasroun wan salman
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2021
url	https://ir.uitm.edu.my/id/eprint/59823/1/59823.pdf
_version_	1783735060091895808

Price fairness evaluation on hotel online distribution channels, customers emotional and behavioural response / Wan Ahmad Nasroun Wan Salman

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