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ASSESSMENT OF PRODUCT AND SERVICE ATTRIBUTES AND CONSUMERS' WILLINGNESS TO PAY IN THE VACATION OWNERSHIP INDUSTRY USING THE KANO MODEL AND CONJOINT ANALYSIS
Title
ASSESSMENT OF PRODUCT AND SERVICE ATTRIBUTES AND CONSUMERS' WILLINGNESS TO PAY IN THE VACATION OWNERSHIP INDUSTRY USING THE KANO MODEL AND CONJOINT ANALYSIS.
Creator
Gregory, Amy, Parsa, HG, University of Central Florida
Abstract / Description
The ongoing pursuit of understanding how consumers' expectations can be achieved or exceeded has long been an area of interest for academics and practitioners alike. A multitude of measures of satisfaction have been developed, applied, and adopted with the end goal of understanding how satisfied individuals, or groups of individuals, are with a given product, service, or specific attribute of a product. And, while both academic and practical research has identified and focused on explicit...
Show moreThe ongoing pursuit of understanding how consumers' expectations can be achieved or exceeded has long been an area of interest for academics and practitioners alike. A multitude of measures of satisfaction have been developed, applied, and adopted with the end goal of understanding how satisfied individuals, or groups of individuals, are with a given product, service, or specific attribute of a product. And, while both academic and practical research has identified and focused on explicit attributes relevant to particular products or services, the general consensus appears to support the thinking that higher satisfaction is better. But this may not hold true when one considers that not all attributes are equal in terms of their effect on overall customer satisfaction or that different customer segments may value product attributes differently. From this premise, the current research proposes a model that may be used to classify product and process attributes within the services industry, and augments the traditional method of data analysis in an effort to improve the efficacy of the information gathered. The theoretical foundation of the study is based on a modified Kano Model, a research model that has been widely applied across a variety of industries and products. Responses from 3,231 consumers were collected in a nationwide survey conducted in the United States. A random sampling method was used with the intention of achieving sufficient heterogeneity among the study participants. This study provides a comprehensive review of literature related to the Kano Model that has also been summarized in a tabular form (Table 3), providing the readers with a robust synthesis of literature (1984-2010) to include authors, publication dates, sources, titles, research contexts, etc. Further, since the Kano Model was initially developed more than 20 years ago in 1984 with a focus on manufacturing and durable goods, this study introduces a Modified Kano Model that may be better suited for evaluation of attributes related to services. In the Modified Kano Model, the attributes of the original Kano Model (Attractive Quality, One-Dimensional Quality, Must-be Quality, Reverse Quality, and Indifferent Quality) have been modified to better reflect the intangibility and other distinctive characteristics of services. The revised attribute categories have been titled as Desirable Attributes, Positive Attributes, Critical Attributes, Negative Attributes, and Zone of Indifference. The study also provides an extensive discussion of conjoint analysis techniques, historical evolution, and a review of application of conjoint analysis across various industries; including research within and beyond the hospitality industry. Essentially this study delivers a primer on conjoint methodology. Related to the conjoint analysis components for this research, this study employs Sawtooth Software as the platform for the web-based questionnaire, as well as the data analysis. Sawtooth Software's products are the most widely used conjoint analysis systems in the world providing a variety of solutions from traditional full profile conjoint analysis to more advanced adaptive choice conjoint analysis techniques. This study employs the Choice-Based Conjoint technique; one of the most commonly used techniques in academic research. Choice-based conjoint provides respondents a series of set choices from which they express preferences for specific attribute combinations. Choice-based conjoint analysis is widely used due to its ability to simulate consumer behavior in the marketplace more precisely. Through the use of the Modified Kano Model and choice-based conjoint analysis, this study assessed the role of process and product attributes in consumers' willingness to pay for and utilize products in the vacation ownership industry. The current study has identified product and process attributes that are preferred by the customer, categorized the attributes according to their anticipated effect on customer satisfaction, and quantified customer preferences of each in order to establish customer attribute preferences within the vacation ownership industry. In a two-pronged approach, this study explored two distinct aspects of the consumer's vacation ownership experience: the purchase process and the use of the lodging product. Since it has been shown that the Kano Model is effective in categorizing attributes according to the anticipated effect on customer satisfaction in a manufacturing environment, a modified version of this model was extended to a service sector, the vacation ownership industry. This Modified Kano Model was used to determine consumers' preferences for the vacation ownership product during its use, as well as throughout the purchase process. In addition, the Kano methodology was augmented through the use of Fong's test of statistical significance and Conjoint Analysis in an effort to improve the quality of the information gathered, and advance the efficiency and applicability of the instrument. This study identified attributes of the vacation ownership product that are positively related to customer satisfaction. Specifically, the following attributes were categorized by the respondents as being positively related to their product satisfaction: 1) a sales executive to guide the prospective purchaser through the sales process, 2) a purchase incentive, 3) resort-like hotel services, i.e., concierge, 4) affiliation with an exchange company, 5) resort amenities, i.e., fitness center, 6) ability to trade for hotel program benefits, and 7) a vacation counselor to assist with vacation planning. In the Modified Kano Model they are described as Positive Attributes based on the relationship to product satisfaction. Perhaps equally as important as understanding the positive effect of attributes is understanding which attributes have no incremental effect on product satisfaction. In this study, the majority of the respondents categorized the availability of a finance package and the presence of onsite activities as attributes that neither added to their satisfaction or dissatisfaction with the product. These attributes are termed as Zone of Indifference in the Modified Kano Model since they neither add to nor detract from overall product satisfaction. In an effort to quantify consumer preference for particular attributes, this study employed conjoint analysis to test the presence/absence of the study attributes in a series of simulations. Two fixed choice sets and a "none option" were also employed to improve the reliability of the results. The result of the conjoint simulation revealed that willingness to pay for the vacation ownership product varied based on product features, and it also varied across respondents. Possibly the most imperative outcome of this research is that this study uncovered attribute preferences that have a significant influence on satisfaction or price paid for the vacation ownership product. The findings of the research were consistent with previous literature in that it was found that attributes of the product could be classified using the Modified Kano Model, and that consumers are satisfied with the product purchased. However, this research goes beyond previous studies in that it specifies the anticipated effect on satisfaction and consumer willingness to pay at the attribute level for both the purchase and use of the vacation ownership product. Further, while this research identified that consumers' basic needs are being met and the industry is delivering on expectations related to attributes that contribute to overall satisfaction, it also uncovered opportunities for product development and pricing strategies that may assist in attracting new customers and expanding the vacation ownership segment of the lodging industry. In addition to an explicit discussion of the results, this dissertation provides specific practical implications based on the findings. This research could be considered unique as it is a comprehensive view into customer satisfaction and willingness to pay related to both the purchase and the consumption of a vacation product. As a result, an additional contribution could be the establishment of a benchmark for future studies.
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Date Issued
2011
Identifier
CFE0003968, ucf:48707
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0003968
The role perception of Organizational Citizenship Behavior in the Japanese hospitality industry: Culture-based characteristics and generational difference
Title
The role perception of Organizational Citizenship Behavior in the Japanese hospitality industry: Culture-based characteristics and generational difference.
Creator
Negoro, Yoko, Ro, Heejung, Hara, Tadayuki, Gregory, Amy, University of Central Florida
Abstract / Description
Although a substantial amount of research on Organizational Citizenship Behavior (OCB) has been conducted, little is known about it within the context of the Japanese hospitality industry. While OCB is generally considered to be beyond ordinary job duties (extra-role), some researchers suggest that Japanese employees view OCB as part of their job (in-role). However, theoretical explanation for this phenomenon is still scant. This research aims to examine how culture-based organizational...
Show moreAlthough a substantial amount of research on Organizational Citizenship Behavior (OCB) has been conducted, little is known about it within the context of the Japanese hospitality industry. While OCB is generally considered to be beyond ordinary job duties (extra-role), some researchers suggest that Japanese employees view OCB as part of their job (in-role). However, theoretical explanation for this phenomenon is still scant. This research aims to examine how culture-based organizational characteristics (workplace harmony and customer orientation) and generation influence the role perception of OCB among Japanese hospitality employees. An online survey was developed and distributed to hospitality employees working in Japan using snowball sampling and resulting in a total of 303 participants. The results showed that Japanese culture-based characteristics, workplace harmony and customer orientation, positively influenced in-role perceptions of OCB-Altruism and OCB-General compliance. In addition, older generations showed higher in-role perception of OCB-General compliance than Generation Y. This research contributes to OCB literature by examining the impact of culture-based organizational characteristics on the employee's positive behavior that helps increase organizational performance. Workplace harmony and customer orientation in Japanese service organizations have often been noted by researchers, however they are rarely examined. This research contributes to the hospitality service management literature by documenting their impact on OCB through an empirical examination. Lastly, the findings of this study provide hospitality practitioners with a better understanding of employee citizenship behaviors in a collectivistic cultural background so that the results can aid human resources practices, including recruiting and training.
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Date Issued
2016
Identifier
CFE0006363, ucf:51524
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006363
Gender Dynamics from the Arab World: An Intercultural Service Encounter
Title
Gender Dynamics from the Arab World: An Intercultural Service Encounter.
Creator
Khan, Marryam, Ro, Hee Jung, Gregory, Amy, Hara, Tadayuki, University of Central Florida
Abstract / Description
Arab countries strive toward the modernization and feminization of the Arab culture; however, some of these countries (i.e., Saudi Arabia) are culturally and legally governed by (")sharia law("), and have maintained cultural norms regarding segregation of the sexes. In order to have a better understanding of the Arab travelers to the U.S., this research focuses on the gender dynamics between the service providers and Arab customers during a service encounter. Specifically, this research...
Show moreArab countries strive toward the modernization and feminization of the Arab culture; however, some of these countries (i.e., Saudi Arabia) are culturally and legally governed by (")sharia law("), and have maintained cultural norms regarding segregation of the sexes. In order to have a better understanding of the Arab travelers to the U.S., this research focuses on the gender dynamics between the service providers and Arab customers during a service encounter. Specifically, this research examines how the same and opposite genders of service-provider and customer influence Arab customers' emotional response (comfort), consequently their service encounter evaluation (satisfaction), and behavioral intentions (feedback willingness). This research also examines how the employees' efforts to solicit feedback from Arab customers may intensify the effect of gender dynamics on Arab customers' responses. Scenario-based online surveys are created and distributed to respondents of Arab descent in Saudi Arabia, Bahrain, and United Arab Emirates by using snowball sampling. The results based on 326 respondents show potential differences determined by gender interaction. Arab customers were more comfortable, more satisfied with the service encounter, and more willing to provide feedback, if the employee was the same gender as the customer, as opposed to the employee being the opposite gender from the customer. However, results showed that employee efforts to solicit feedback did not intensify the gender interaction effect. Additionally, through the service encounter, the Arab customers' comfort influenced their service encounter satisfaction and their willingness to provide feedback. The findings of this research provide valuable implications for hospitality managers to better cater to the needs of Arab customers by examining the dimensions of gender boundaries in an intercultural service encounter.
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Date Issued
2013
Identifier
CFE0005013, ucf:49999
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005013
Determinants of Satisfaction and EWOM in Collaborative Consumption and the Sharing Economy: Timeshare Stays Versus Peer-to-Peer Accommodations
Title
Determinants of Satisfaction and EWOM in Collaborative Consumption and the Sharing Economy: Timeshare Stays Versus Peer-to-Peer Accommodations.
Creator
Redditt, Jennifer, Fyall, Alan, Gregory, Amy, Ro, Heejung, Orlowski, Marissa, Altinay, Levent, University of Central Florida
Abstract / Description
Considered a disrupter in the lodging industry, sharing economy accommodations have become an emergent field in hospitality literature. While this literature predominantly addresses peer-to-peer accommodations such as Airbnb, it has not considered timeshares, one of the sharing economy pioneers. However, consumer behavior literature has integrated timeshares into the sharing economy due to the shared resource of accommodations between consumers. This study examined the determinants of...
Show moreConsidered a disrupter in the lodging industry, sharing economy accommodations have become an emergent field in hospitality literature. While this literature predominantly addresses peer-to-peer accommodations such as Airbnb, it has not considered timeshares, one of the sharing economy pioneers. However, consumer behavior literature has integrated timeshares into the sharing economy due to the shared resource of accommodations between consumers. This study examined the determinants of Satisfaction (Amenities, Community Belonging, Economic Benefits, Trust, and Vacation Counselor/Host) for consumers of two different types of sharing economy lodging products, timeshares and peer-to-peer accommodations, and their electronic word-of-mouth (eWOM) behavior. Considered a critical travel information source, eWOM has been attributed to affecting purchase decisions in hospitality literature. Current research has revealed a gap in peer-to-peer accommodation studies related to eWOM. This study extended eWOM research by exploring the role of Satisfaction as a mediator between the determinants and eWOM. In addition, accommodation type (timeshare vs. peer-to-peer accommodation) was investigated as a moderator to the relationship between the determinants and Satisfaction, and to the relationship between Satisfaction and eWOM. The study employed the two-step approach of confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results indicated that Amenities, Community Belonging, Economic Benefits, Trust, and Vacation Counselor/Host had a positive impact on sharing economy lodging Satisfaction. Amenities, Economic Benefits, and Trust demonstrated an indirect effect on eWOM behavior through sharing economy lodging satisfaction. The model also revealed that Community Belonging had a direct effect on eWOM. Multiple group SEM revealed that accommodation type moderated the effect of Community Belonging's impact on sharing economy lodging Satisfaction, as well as the effect of sharing economy lodging Satisfaction on eWOM behavior. Satisfaction did not mediate any relationships for peer-to-peer accommodations. This study extends eWOM literature and provides competitive advantage insights between two sharing economy accommodation types.
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Date Issued
2019
Identifier
CFE0007854, ucf:52785
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007854
The Moderating Effect Shift Work has on Support, Engagement, Satisfaction, Turnover, and Service Delivery: An Empirical Analysis of US Hotel Front Desk Personnel
Title
The Moderating Effect Shift Work has on Support, Engagement, Satisfaction, Turnover, and Service Delivery: An Empirical Analysis of US Hotel Front Desk Personnel.
Creator
Ingram, William, Murphy, Kevin, Torres Areizaga, Edwin, Gregory, Amy, Young Thomas, Lisa, University of Central Florida
Abstract / Description
Several industries require operations and services to be provided at all hours of the day. Many organizations have implemented a shift work system for scheduling purposes to meet the demand of their industry. While some research has been conducted on the effects of shift work on employees, overall, there is still much to be learned, especially in the hotel industry. Most hotel front desks in the United States operate 24 hours a day and therefore, have to staff employees for the morning,...
Show moreSeveral industries require operations and services to be provided at all hours of the day. Many organizations have implemented a shift work system for scheduling purposes to meet the demand of their industry. While some research has been conducted on the effects of shift work on employees, overall, there is still much to be learned, especially in the hotel industry. Most hotel front desks in the United States operate 24 hours a day and therefore, have to staff employees for the morning, afternoon, and overnight shifts. Previous literature states that each shift starts and ends at different times of the day as well as the tasks for each shift may be different. These differences may cause a hotel front desk agent to perceive their role differently based on the shift they work. The primary objective of this study is to investigate if there are moderating effects caused by working different shifts at a hotel front desk on three prevalent relationships often examined utilizing hotel frontline employee samples. Social support, employee engagement, job satisfaction, intention to quit, and quality service delivery willingness will all be examined in this research. A survey instrument was developed based on existing scales and distributed to hotels in the southeastern United States via paper and electronic methods. A total of 554 surveys were returned. Moderated multiple regression was conducted utilizing the Process tool in SPSS. Results indicated that the employees who worked the swing shift (both morning and afternoon shifts) were significantly different than front desk agents who worked the overnight shift. Most of the relationships tested were much weaker for the swing shift employees almost to the point that the relationship became non-existent. Implications, limitations, and future research will also be discussed.
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Date Issued
2016
Identifier
CFE0006465, ucf:51430
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006465