Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency d...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Faculty of Economics and Management, Universiti Putra Malaysia
2012
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| Online Access: | http://psasir.upm.edu.my/id/eprint/51309/ http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf |
| _version_ | 1848851797699985408 |
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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 the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency does not necessarily ensure high profitability. Through star ranking analysis, this study shows that the average marketing efficiency of the hotels increased with lowering star ranking due to heightened demand of agglomeration. In contrast, marketing effectiveness of the hotels decreased with lowering star ranking due to two important factors: economies of scale and room rates. |
| first_indexed | 2025-11-15T10:27:54Z |
| format | Conference or Workshop Item |
| id | upm-51309 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T10:27:54Z |
| publishDate | 2012 |
| publisher | Faculty of Economics and Management, Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-513092017-04-03T07:47:29Z http://psasir.upm.edu.my/id/eprint/51309/ Efficiency and effectiveness of marketing in Kuala Lumpur's hotels Rahmati, Elham Abdul Jalil, Suhaila This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency does not necessarily ensure high profitability. Through star ranking analysis, this study shows that the average marketing efficiency of the hotels increased with lowering star ranking due to heightened demand of agglomeration. In contrast, marketing effectiveness of the hotels decreased with lowering star ranking due to two important factors: economies of scale and room rates. Faculty of Economics and Management, Universiti Putra Malaysia 2012 Conference or Workshop Item PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf Rahmati, Elham and Abdul Jalil, Suhaila (2012) Efficiency and effectiveness of marketing in Kuala Lumpur's hotels. In: National Research & Innovation Conference for Graduate Students in Social Sciences (GS-NRIC 2012), 7-9 Dec. 2012, Mahkota Hotel, Melaka. (pp. 981-991). |
| spellingShingle | Rahmati, Elham Abdul Jalil, Suhaila Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title | Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title_full | Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title_fullStr | Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title_full_unstemmed | Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title_short | Efficiency and effectiveness of marketing in Kuala Lumpur's hotels |
| title_sort | efficiency and effectiveness of marketing in kuala lumpur's hotels |
| url | http://psasir.upm.edu.my/id/eprint/51309/ http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf |