PERCEIVED VALUES OF THE HOTEL WEBSITE QUALITY AND BEHAVIORAL LOYALTY AMONG BABY BOOMERS

Abstract

Abstract

Majority of the customers prefer to browse at the details and make transactions from other online travel companies using the hotel websites. Hotels need to know what factors motivate their clients to use and reserve their websites and therefore make them loyal customers. This research focuses on three dimensions of the hotel website's perceived values towards behavioral loyalty among baby boomers due to a common perception that they are eager to embrace new technologies.  There have been surveys that say baby boomers are as obsessed with their smartphones as Millennials and spend their time at home with the smartphone to communicate with friends and family members as well as searching for some details. They are still considered one of the industry's most competitive business segments, and the key objective of this research is to empirically examine the impact of the hotel website content on the behavioral loyalty of customers among baby boomers as well as to determine their level of behavioral loyalty. The study adopted a quantitative approach using questionnaire at the survey instrument. The samples comprised hotel online user among baby boomers in Malaysia. Using snow-balling strategy, a total 388 data from the respondents which are from baby boomer’s generation in Malaysia were collected to be useful for analysis. The study found there is a positive relationship between perceived values of the hotel website and behavioral loyalty among baby boomers. The result from this research will provide new information to the hotel industry on how to improve the level of customer’s behavioral loyalty especially among baby boomer’s generation. The finding in this study hopefully will help the service organization to modify their strategy to increase the number of the hotel website users.