Abstract
This paper aims to examine the effects of hotel image, brand image and employee performance on customer satisfaction of Muslim youths during their leisure stay in Muslim-friendly (MF) hotels in Malaysia. Self-administered questionnaires measuring hotel image, brand image, employee performance and customer satisfaction on a five-point Likert scale were distributed to 300 tourists in four prominent hotels in Kuala Terengganu. The data is then analyzed by multiple regression using SPSS software. The results indicated that hotel image and employee performance were found to be significant factors in predicting Muslim youth’s customer satisfaction of their hotel accommodation and hospitality services in MF hotels. However, brand image was found to be an insignificant predictor to their satisfaction. The sample of this study was limited to only Muslims, and mainly students. However, this does not suggest that students should be ignored in terms of their purchasing power and preference. Future studies may want to include other consumer segments and examine other MF hotels or hotels with similar concepts in countries interested to tap on the Muslim tourists, for example, Japan, China and Korea among others. Malaysia is known to be an MF destination among tourists from many parts of the world. By understanding Muslim consumers’ expectations, the performance of hotel employees and hotel image can be utilized by hotel operators worldwide to enhance their marketing strategies.
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Notes
- 1.
http://www.tourism.terengganu.gov.my/eterengganu/images/daerah/dkt.pdf, last accessed on 1 June 2018.
- 2.
In Tripfez, hotels are reviewed under Salam Standard, an independent Halal certification for accommodation.
- 3.
Hotels that have taken into account some faith-based needs of Muslim travelers but not all of their needs (HalalTrip).
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Appendix: Scale Measurement
Appendix: Scale Measurement
Customer Overall Satisfaction (Lahap et al. 2016; Qawasmeh 2016)
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1.
Your reservation was handle very good.
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2.
You were provided with good welcome and quick check-in handling services.
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3.
The staff in the hotel were friendly.
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4.
Your overall satisfaction with your visit to this hotel were excellent.
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5.
During your stay in the hotel, you felt safe and secure.
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6.
I found staying in this hotel is not costly.
Brand Image (Kim and Kim 2005; Lahap et al. 2016)
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1.
It is comfortable.
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2.
It has a very clean image.
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3.
It is luxurious.
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4.
It is a suitable place for high-classed people.
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5.
I am treated as special guest when visiting this hotel.
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6.
The staffs are very kind.
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7.
It has a long history (about the hotel).
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8.
It has a differentiated image from other hotels.
Hotel Image (Qawasmeh 2016)
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1.
The performance of the hotel’s reception department was good.
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2.
The performance of the hotel’s restaurant was good.
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3.
The performance of the hotel’s bar was good.
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4.
The performance of the hotel’s housekeeping was good.
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5.
The performance of hotel’s technician services was good.
Employees’ performances (Qawasmeh 2016)
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1.
The staff will tell you exactly when services will be provided.
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2.
The staff are willing to help and guide you.
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3.
Hotel gives special care to special guests.
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4.
The staff have knowledge of hotel information (e.g. room types).
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5.
The staff speaks with you by using an appropriate address forms (e.g. sir/madam/miss).
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6.
The staff makes you feel safe when staying at the hotel.
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Abdul-Latif, SA., Adnan, N.A. (2020). Muslim Youths’ Satisfaction Toward Muslim-Friendly Hotels: Examining the Effects of Hotel Image, Brand Image and Employee Performance. In: Zakaria, N., Abdul-Talib, AN., Amelinckx, A. (eds) Transcending Cultural Frontiers. Springer, Singapore. https://doi.org/10.1007/978-981-15-4454-5_9
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