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Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur

This study employs a separate two-stage DEA model to measure marketing efficiency and marketing effectiveness of three- to fivestar hotels in Kuala Lumpur for the period between 2004 and 2010. The results indicate those hotels with lower number of stars face less technical problems in transforming t...

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Main Authors: Rahmati, Elham, Abdul Jalil, Suhaila
Format: Article
Language:English
Published: Faculty of Economics and Management, Universiti Putra Malaysia 2014
Online Access:http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf
http://psasir.upm.edu.my/id/eprint/39511/
http://econ.upm.edu.my/ijem/vol8_no1.htm
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spelling my.upm.eprints.395112015-08-04T01:02:12Z http://psasir.upm.edu.my/id/eprint/39511/ Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur Rahmati, Elham Abdul Jalil, Suhaila This study employs a separate two-stage DEA model to measure marketing efficiency and marketing effectiveness of three- to fivestar hotels in Kuala Lumpur for the period between 2004 and 2010. The results indicate those hotels with lower number of stars face less technical problems in transforming the marketing inputs to the utilized service capacity, namely the occupied rooms. However, the hotels, particularly the lower star-ranking ones have considerable managerial problems in transforming the utilized service capacity into profit. Finally based on the slack analysis, the necessary improvements of the marketing factors and profit are presented in order to catch up with the efficient frontier. Faculty of Economics and Management, Universiti Putra Malaysia 2014-06 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf Rahmati, Elham and Abdul Jalil, Suhaila (2014) Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur. International Journal of Economics and Management, 8 (1). pp. 195-214. ISSN 1823-836X http://econ.upm.edu.my/ijem/vol8_no1.htm
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study employs a separate two-stage DEA model to measure marketing efficiency and marketing effectiveness of three- to fivestar hotels in Kuala Lumpur for the period between 2004 and 2010. The results indicate those hotels with lower number of stars face less technical problems in transforming the marketing inputs to the utilized service capacity, namely the occupied rooms. However, the hotels, particularly the lower star-ranking ones have considerable managerial problems in transforming the utilized service capacity into profit. Finally based on the slack analysis, the necessary improvements of the marketing factors and profit are presented in order to catch up with the efficient frontier.
format Article
author Rahmati, Elham
Abdul Jalil, Suhaila
spellingShingle Rahmati, Elham
Abdul Jalil, Suhaila
Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
author_facet Rahmati, Elham
Abdul Jalil, Suhaila
author_sort Rahmati, Elham
title Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
title_short Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
title_full Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
title_fullStr Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
title_full_unstemmed Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur
title_sort efficiency and effectiveness of marketing of the hotels in kuala lumpur
publisher Faculty of Economics and Management, Universiti Putra Malaysia
publishDate 2014
url http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf
http://psasir.upm.edu.my/id/eprint/39511/
http://econ.upm.edu.my/ijem/vol8_no1.htm
_version_ 1643832442500415488
score 13.211869

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