Kerangka amalan terbaik penyampaian perkhidmatan pelanggan dalam kalangan pengusaha homestay di Malaysia
The Homestay program is one of the tourism forms that plays important role in bridging the economic gap, especially in rural communities. Most homestays in Malaysia are categorized as uncompetitive which are at a weak or moderate level. This is due, a reducing number of visitors staying at the ho...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English English |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/8489/1/24p%20SITI%20SALWA%20ABDUL%20MUTALIB.pdf http://eprints.uthm.edu.my/8489/2/SITI%20SALWA%20ABDUL%20MUTALIB%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8489/3/SITI%20SALWA%20ABDUL%20MUTALIB%20WATERMARK.pdf |
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| Summary: | The Homestay program is one of the tourism forms that plays important role in
bridging the economic gap, especially in rural communities. Most homestays in
Malaysia are categorized as uncompetitive which are at a weak or moderate level.
This is due, a reducing number of visitors staying at the homestays in several states.
One of the problems identified is related to poor customer service that leads to
customer dissatisfaction. Most studies have emphasized service quality, however,
there are still limited studies on the aspect of customer service delivery homestays in
Malaysia. Therefore, this study is aimed to develop a framework of customer service
delivery best practices among homestay operators in Malaysia. The design of this
research is mixed exploratory, which is a combination of qualitative and quantitative
approaches. A total of nine experts were involved in this study and a thematic
analysis was used to analyze the data. Furthermore, document analysis was
conducted for data consolidation and subsequently implemented an expert agreement
process. Then, a questionnaire was distributed to all the homestay operators in
Malaysia to determine the suitability of the proposed domains and elements. All the
responses were collected and analyzed using Principal Component Analysis (PCA)
to determine the unidimensionality of the suggested domains and elements. This
study found four important domains (customer relationship, skills, knowledge,
attitude) and 18 derived elements that are unidimensional which are acceptable for
the framework. The developed framework can be used as self-improvement
guidelines for homestay operators and a reference for the development of training for
homestay operators in Malaysia. |
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