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design, symbols, or combination of these to iden-
tify its products and distinguish them from those
of competitors, while brand name is any word,
'device' (design, sound, shape, or colour), or com-
bination of these used to distinguish a seller's good
or services. Brand is more than a names, symbols
and logos. It is very important to promote and
sell product or service. Customers get to know
the hotel by their brand images and they view a
brand as an important part of the hotel. From the
hotel names only, it represents customer's expecta-
tion and feeling about the hotel environment and
its performance. For example, De Palma Hotel is
the first Malaysia's Sharia Compliant Hotel that
implement Islamic concept. Based on their names,
the customers can predict how good they are in
giving a service and maintain their reputation.
The good and Halal brand images cannot be
ignored if the concept of Islamic hotel to be suc-
cessfully implemented. Furthermore, it can be
seen that SCH have big opportunities to go fur-
ther. High levels of brand awareness and positive
brand image should increase the probability of
brand choice and greater customer loyalty thus
decreases vulnerability to compete (Keller, 1993).
The significant of brand image towards the influ-
ence on consumer purchase intention can be done
by enabling the consumers to better visualize and
understand the intangible images represented by
the company. Hence, this would help in reducing
customer's perceived financial, social or safety risk
(Simoes & Dibb, 2001).
evaluation of quality for services is more complex
than for products because of their intrinsic nature
of heterogeneity, inseparability of production and
consumption, perishability and intangibility (Fro-
chot, 2000). These distinguishing characteristics
of services make it difficult to define and meas-
ure service quality. In the hotel industry, other
attributes, such as imprecise standards, short dis-
tribution channel, reliability and consistency, face
to face interaction and information exchange, and
fluctuating demand have been identified and fur-
ther complicate the task of defining, delivering
and measuring service quality.
The SERVQUAL scale is a survey instrument
which claims to measure the service quality in any
type of service organization on five dimensions
which are tangibles, reliability, assurance, respon-
siveness and empathy (Parasuraman, 1988). Tangi-
bles attribute can be referred to physical facilities,
equipment, and appearance of personnel. Kivela,
(1996) highlighted that among the service quality
for hotel includes; cleanliness, comfortable and
well-maintained rooms and convenient location
and accessibility, safety and security and room
facilities.
Reliability attribute or known as ability to
perform the promised service dependably and
accurately. Malaysia is a pioneer in introduc-
ing a comprehensive standard for Halal products
through MS 1500:2004. The standard prescribes
practical guidelines for the food industry on the
preparation and handling of Halal food, includ-
ing nutrient supplement, and to serve as a basic
requirement for food product and food trade or
business in Malaysia. Consumer will have high
expectation regarding the Sharia Compliance
Hotel in following the basic requirements for the
preparation of Halal food.
Another attribute is responsiveness which is
willingness to help customers and provide prompt
service. The staff is expected willing to serve cus-
tomers and available when needed. Besides that,
assurance is another important attribute which will
bring consumer's intention to go SCH. Assurance
is knowledge and courtesy of employees and their
ability to inspire trust and confidence. Employees
must instill a confidence in guests and have in-
depth occupational knowledge in serving them.
Empathy is the last attribute of SERVQUAL scale
and refers to caring, and individualized attention
the firm provides its customers. Employees always
treat guests in a friendly manner and always willing
to serve customers.
2.2.3 Expected service quality
In the context of the hotel industry, service quality
in terms of both customers' expectation and cus-
tomers' perception could lead to customer loyalty,
enhanced image, reduced costs and increased busi-
ness performance (Ramanathan & Ramanathan,
2011). Customer expectation is the needs, wants,
and preconceived ideas of a customer about a
product or service. However, customers' expecta-
tions play an important role, because the expecta-
tions concerning service significantly differ from
those referring to products. Moreover, customers'
expectations vary according to the service type.
The importance of customers' expectations high-
lights the fact that product quality represents its
ranking according to established standards. When
consumers access product or service quality, it is
performed according to internal standards, the
actual expected quality of service. Therefore, the
expectations are internal standards upon which the
consumer ranks the quality of delivered service.
Comparing with the manufactured goods, meas-
uring the service quality of hospitality cannot be
done objectively. Thus it remains a relatively elu-
sive and abstract construct (Zeithaml, 1990). The
2.3 Consumer purchase intention behavior
Intention is a state of a person's willingness to
perform the behaviour, and it is considered as an
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