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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Faculty of Economics and Management, Universiti Putra Malaysia
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/39511/ http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf |
| _version_ | 1848849162527834112 |
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| author | Rahmati, Elham Abdul Jalil, Suhaila |
| author_facet | Rahmati, Elham Abdul Jalil, Suhaila |
| author_sort | Rahmati, Elham |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T09:46:01Z |
| format | Article |
| id | upm-39511 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:46:01Z |
| publishDate | 2014 |
| publisher | Faculty of Economics and Management, Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-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 |
| spellingShingle | Rahmati, Elham Abdul Jalil, Suhaila Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur |
| title | 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_short | Efficiency and effectiveness of marketing of the hotels in Kuala Lumpur |
| title_sort | efficiency and effectiveness of marketing of the hotels in kuala lumpur |
| url | http://psasir.upm.edu.my/id/eprint/39511/ http://psasir.upm.edu.my/id/eprint/39511/ http://psasir.upm.edu.my/id/eprint/39511/1/bab11.pdf |