Customer experience quality scorecard of heritage hotels in UNESCO world heritage cities


Yeo, Sook Fern and Tan, Cheng Ling and Choo, Poh Wai (2019) Customer experience quality scorecard of heritage hotels in UNESCO world heritage cities. The European Proceedings of Social & Behavioural Sciences. pp. 111-112. ISSN 2357-1330

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The Malaysian heritage hotels located in Georgetown, Penang and Melaka are facing great challenges to identify the right medium to monitor, and to know-what to improve on the quality of heritage hotel experience for the domestic and international tourists since these two cities have been awarded as the World Heritage cities by UNESCO in July 2008. Given the arrival of international tourists has increased and the mushrooming growth of the heritage hotels, a stiff competition has been escalating among the hoteliers. Hence, there is a need to conduct a study to understand the expectations of the hotel guests who have experiences staying in the heritage hotels. The objective of employing customer experience quality scorecard is to compare the guests’ reviews of heritage hotels in these two cities. The customer experience quality POMP scorecard is assessed according to its denotations which are product experience, outcome focus, moment-of-truth, and peace-of-mind. This study has collected and analysed data on 39 heritage hotels in George Town, Penang, and 22 in Melaka from the Malaysia Trip Advisor online heritage hotel guest reviews between 1st June 2017 and 31st May 2018. The findings revealed that heritage hotel guests staying in George Town, Penang and Melaka have the most positive feedback related to outcome focus compared to others. Conversely, heritage hotel guests in Melaka gave most negative feedback related to product experience and heritage hotel guests in George Town, Penang gave most negative feedback related to peace- of- mind.

Item Type: Article
Additional Information: Customer Experience, Quality, Heritage Hotels, Guests, Scorecard, UNESCO.
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 29 Apr 2022 00:51
Last Modified: 29 Apr 2022 00:51


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