A Study on Customer Preservation and Constancy in the Malaysia Mid-Market Hotel Segment
Lee, Chin Teong (2006) A Study on Customer Preservation and Constancy in the Malaysia Mid-Market Hotel Segment. [Dissertation (University of Nottingham only)] (Unpublished)
The business environment for the independent, mid-market hotel in Malaysia is becoming progressively more competitive. This is as a result of the expansion of the innovative budget lodge hotel sector and the market pressure of powerful, highly branded corporate hotels operating in the upscale (4 start) sector. Mid-market, independent hotels face the danger of customer defection to one or both of these competitor sectors. This study attempts to establish what factors current customers of mid-market, independent hotels take into account when considering hotel selection and consequently what marketing factors involve to be taken into account when attempting to secure their future constancy.
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