The effect of service marketing mix on hotel preference by consumer

For the pass few years since Covid 19 strike world globe the hotel occupancy and demand had reduce drastically. The purchasing behaviors seem to change due the pandemic and indirectly change the consumer preferences. Therefore, this research aims to determine the relationship between service marketi...

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Main Author:	Nur Rushaida, Abd Rahman
Format:	Thesis
Language:	eng eng
Published:	2023
Subjects:	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/10681/1/permission%20to%20deposit-grant%20the%20permission-s826438.pdf https://etd.uum.edu.my/10681/2/s826438_01.pdf
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spelling	my-uum-etd.106812023-10-16T06:25:47Z The effect of service marketing mix on hotel preference by consumer 2023 Nur Rushaida, Abd Rahman Saad, Shahrin School of Business Management School of Business Management HD28-70 Management. Industrial Management HF5415.33 Consumer Behavior. For the pass few years since Covid 19 strike world globe the hotel occupancy and demand had reduce drastically. The purchasing behaviors seem to change due the pandemic and indirectly change the consumer preferences. Therefore, this research aims to determine the relationship between service marketing mix and consumer hotel preference. This study also aims to analyze the influence of service marketing mix on consumer hotel preference in this study, the 7 pillars of the service marketing mix were used to better understand preferences in the hotel service industry: product, price, promotion, place, process, physical evidence, and people. The quantitative research method via Google form questionnaire was used as the research instrument to collect data. A total of 421 respondents were selected randomly using the convenience sampling technique. Descriptive analysis, multiple regression analysis, and correlation analysis were used to analyses the data in order to achieve the objective and conduct the research. The results of the study show a positive relationship between all the dependent variables and hotel preferences. The results indicated that the services marketing mix has a coefficient of determination of 32.6%, which indicates that the services marketing mix has an influence on the customer's hotel preference. Based on the results, we conclude that physical evidence and product effects affect hotel preference. This study helps to provide recommendations based on the findings of the research in order to enhance product quality and raise the standard of physical evidence in order to increase the hotel's influence on consumer preferences and use of its facilities. Although the impact of the other factors on the hotel's preferences is minimal, they must be maintained and enhanced to optimize its performance. 2023 Thesis https://etd.uum.edu.my/10681/ https://etd.uum.edu.my/10681/1/permission%20to%20deposit-grant%20the%20permission-s826438.pdf text eng staffonly https://etd.uum.edu.my/10681/2/s826438_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Saad, Shahrin
topic	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior.
spellingShingle	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior. Nur Rushaida, Abd Rahman The effect of service marketing mix on hotel preference by consumer
description	For the pass few years since Covid 19 strike world globe the hotel occupancy and demand had reduce drastically. The purchasing behaviors seem to change due the pandemic and indirectly change the consumer preferences. Therefore, this research aims to determine the relationship between service marketing mix and consumer hotel preference. This study also aims to analyze the influence of service marketing mix on consumer hotel preference in this study, the 7 pillars of the service marketing mix were used to better understand preferences in the hotel service industry: product, price, promotion, place, process, physical evidence, and people. The quantitative research method via Google form questionnaire was used as the research instrument to collect data. A total of 421 respondents were selected randomly using the convenience sampling technique. Descriptive analysis, multiple regression analysis, and correlation analysis were used to analyses the data in order to achieve the objective and conduct the research. The results of the study show a positive relationship between all the dependent variables and hotel preferences. The results indicated that the services marketing mix has a coefficient of determination of 32.6%, which indicates that the services marketing mix has an influence on the customer's hotel preference. Based on the results, we conclude that physical evidence and product effects affect hotel preference. This study helps to provide recommendations based on the findings of the research in order to enhance product quality and raise the standard of physical evidence in order to increase the hotel's influence on consumer preferences and use of its facilities. Although the impact of the other factors on the hotel's preferences is minimal, they must be maintained and enhanced to optimize its performance.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Nur Rushaida, Abd Rahman
author_facet	Nur Rushaida, Abd Rahman
author_sort	Nur Rushaida, Abd Rahman
title	The effect of service marketing mix on hotel preference by consumer
title_short	The effect of service marketing mix on hotel preference by consumer
title_full	The effect of service marketing mix on hotel preference by consumer
title_fullStr	The effect of service marketing mix on hotel preference by consumer
title_full_unstemmed	The effect of service marketing mix on hotel preference by consumer
title_sort	effect of service marketing mix on hotel preference by consumer
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2023
url	https://etd.uum.edu.my/10681/1/permission%20to%20deposit-grant%20the%20permission-s826438.pdf https://etd.uum.edu.my/10681/2/s826438_01.pdf
_version_	1783729402224312320

The effect of service marketing mix on hotel preference by consumer

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