Ahmad Izzat Fauzan Sahim and Raja Nerina Raja Yusof
At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external…
Abstract
Learning outcomes
At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external environment analysis, develop business strategies for a company to strategise product offerings and recommend promotional strategies for a company to best market new product offerings.
Case overview/synopsis
This case study is about the Central Production Unit (CPU), a wholly owned subsidiary of Sirah Heritage Holdings Sdn. Bhd. (owner of the popular restaurant brand “Tuuu […] Dia Pak Tam”), which was initially set up to standardise production for the whole company. However, ever since the subsidiary was set up, the management realised a few pertinent issues that needed their attention. Firstly, the CPU was underutilised even with the large number of Tuuu […] Dia Pak Tam restaurants across Peninsular Malaysia. Furthermore, the CPU was also tasked to introduce new products and services that could attract consumers and increase the visibility of their restaurants, but the company had no idea how to promote its new products. This study aims to look at the issues faced by the CPU by applying analytical tools such as SWOT analysis, Ansoff matrix and promotion mix.
Complexity academic level
This case study is designed for undergraduate and postgraduate students who are taking courses such as strategic management, marketing management and business development. This case study can also be used by training departments, corporate trainers and other relevant managers to improve growth strategies using business theories.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing
Details
Keywords
Abdul Aziz Azdel, Khairil Wahidin Awang, Raja Nerina Raja Yusof and Mohd Hafiz Hanafiah
This paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to…
Abstract
Purpose
This paper delves into the multi-faceted factors influencing the adoption and utilisation of online travel agencies (OTAs) for reserving hotel accommodations. The study aims to expand upon the unified theory of acceptance and use of technology (UTAUT2) framework to accomplish this objective by integrating the critical dimension of technology readiness (TR).
Design/methodology/approach
Four hundred and fifty-three (453) inbound tourists were asked to share their feedbacks on their recent OTA booking experience. Structural equation modelling (SEM) was used to confirm the study model and test the study hypotheses.
Findings
This study found that the motivating TR attributes favourably affect the acceptance and actual use of OTAs, while the inhibitors TR reflects adverse effects on OTA’s usage. On the other hand, the OTAs usage attributes: performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value and habit are all significant determinants of consumers' behavioural intention.
Originality/value
The originality of this study lies in providing a more comprehensive explanation and prediction of consumer behaviour in relation to OTAs. Specifically, it recognises the importance of TR as a significant determinant of technology adoption and usage within the service industry realm.
Details
Keywords
Yuhanis Abdul Aziz, Siti Rahayu Hussin, Hossein Nezakati, Raja Nerina Raja Yusof and Haslinda Hashim
This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that…
Abstract
Purpose
This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia.
Design/methodology/approach
The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years.
Findings
The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia.
Research limitations/implications
In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect.
Practical implications
It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful.
Social implications
Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation.
Originality/value
This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.
Details
Keywords
Ahmad Saifalddin Abu-Alhaija, Raja Nerina Raja Yusof, Haslinda Hashim and Norsiah Jaharuddin
This paper aims to examine the influence of religious orientation on viewers’ loyalty, viewers’ satisfaction and perceived content quality; to examine the influences of perceived…
Abstract
Purpose
This paper aims to examine the influence of religious orientation on viewers’ loyalty, viewers’ satisfaction and perceived content quality; to examine the influences of perceived content quality and viewers’ satisfaction on viewers’ loyalty; and to examine the mediating roles of perceived content quality and viewers’ satisfaction.
Design/methodology/approach
A set of questionnaires was distributed to 750 respondents in Jordan using convenience sampling. The data were analysed using structural equation modelling.
Findings
The following are the findings: religious orientation has a direct positive influence on viewer’s loyalty, viewer’s satisfaction and perceived content quality; perceived content quality has a positive influence on viewer’s satisfaction; viewer’s satisfaction has positive influence on viewer’s loyalty; perceived content quality does not have any direct influence on viewer’s loyalty; perceived content quality has partial mediation role in the relationship between religious orientation and viewer’s satisfaction, while viewer’s satisfaction has full mediation role in the relationship between perceived content quality and viewer’s loyalty.
Originality/value
It is different from the previous studies that mostly focussed on religious commitment and religiosity as the important predictors of customer’s loyalty, and this study emphasised on the influence of religious orientation (the motivational approach of religion) as one of the religious dimensions that can affect customer’s loyalty model. The selected approach may provide additional insights into the existing loyalty models.
Details
Keywords
Mina Balouchi, Yuhanis Abdul Aziz, Tahmoures Hasangholipour, Amir Khanlari, Azmawani Abd Rahman and Raja Nerina Raja-Yusof
The purpose of this study is to understand the factors influencing Iranian tourists’ behavioural intention to use consumer-generated contents (CGC) websites whilst browsing the…
Abstract
Purpose
The purpose of this study is to understand the factors influencing Iranian tourists’ behavioural intention to use consumer-generated contents (CGC) websites whilst browsing the web when it comes to travel planning, based upon the Technology Acceptance Model (TAM) extension.
Design/methodology/approach
The total of 211 valid responses were collected through an online questionnaire survey. Data collected from Iranian online tourists were used to test the proposed research model by using the partial least squares structural equation modeling method of analysis.
Findings
The results of the study indicate that perceived source credibility is the strongest predictor for behavioural intention. Furthermore, in this study, the most significant relationship is between perceived enjoyment and perceived ease of use. However, the findings of this study show that perceived ease of use is unable to predict behavioural intention of Iranian tourists while using CGC websites.
Research limitations/implications
This study provides clear evidence for the importance of additional key variables in improving the authors’ understanding of the Iranian adoption behaviour concerning CGC websites for travel planning purposes. Implications of this research can aid both academicians and practitioners towards a better understanding of tourists’ adoption behaviour when associated with the social media.
Originality/value
This paper adopts TAM and extends it with other variables, namely, perceived enjoyment, perceived source credibility and perceived risk. It examines their influence in the behavioural intention of using CGC for travel planning in the context of Iran for the first time.
Details
Keywords
Susminingsih Susminingsih, Abdul Mujib, Anis Wahdati, Mochammad Achwan Baharuddin and Dian Sa'adillah Maylawati
This study aims to examine the factors that influence the increase in purchase intention toward green batik products with religiosity as an intervening variable.
Abstract
Purpose
This study aims to examine the factors that influence the increase in purchase intention toward green batik products with religiosity as an intervening variable.
Design/methodology/approach
The study used a survey method that involved a sample size of 185 participants selected through purposive and accidental sampling techniques. The analysis was conducted by using IBM SPSS AMOS 21 software. The collected data were subjected to path analysis using multiple linear regression models.
Findings
The result indicated that religiosity plays a mediating role in the association between factors and the intention to purchase green product (GPd) of the Indonesian natural dye batik product. This finding is in accordance with the construction of theory of planned behavior in understanding consumer purchase intentions. GPd, green brand and green price exhibited a positive correlation with green purchase intention (GPI). Interestingly, the price was found to no longer serve as the primary factor in GPI.
Research limitations/implications
The analysis would have been more compelling if it had used a mixed-method approach by introducing the variables of customer satisfaction and promotion.
Practical implications
This research postulates that increased prices are no longer a deterrent to the purchase of GPd. Instead, consumer consciousness regarding GPd plays a pivotal role in driving GPI. GPd have revolutionized individuals’ consumption patterns to contribute to environmental preservation. The use of green batik products is seen as advantageous in helping mitigate environmental degradation.
Originality/value
The present research assesses the impact of religiosity, as an intervening variable, on the augmentation of GPI by gauging its significance in enhancing ecological consciousness and moral values.