Volume 4, July 2015

Impact of CSR Event on Consumer Loyalty. [3 – 15]
Kong Yee Yen,    Siti Intan Nurdiana Wong Binti Abdullah

Full Text | Abstract

    Corporate Social Responsibility (CSR) has come a long way from its early philanthropic roots to move beyond the tipping point to become a wide-spread strategic business practice. Today, CSR is ultimately rooted in the recognition that businesses are part of society and as such they owe a reciprocal responsibility to make a positive contribution. This study focuses on BERJAYA Founder’s Day which is a CSR event organised by BERJAYA Corporation. The objective of this study is to explore the relationship between this CSR effort and consumer loyalty. A quantitative approach is applied for this study whereby 150 questionnaires were collected. Among which only 141 responses were used for data analysis. Descriptive and inferential statistics were carried out and analysed in order to determine the relationship between CSR efforts and consumer loyalty. The results indicated significant positive relationship between all the dimensions of CSR and consumer loyalty. Based on the findings, ethical responsibility has the most impact, followed by economical and legal responsibility.

    Customer Perception Toward Salted Sea Grape Taste : A Preliminary Qualitative Study [16 – 21]
    Jochen Kern

    Full Text | Abstract

      Chlorophyta as one of the major breeds of sea grapegrows in the tropical areas of the China Sea, Indian and Pacific Oceans. This plant can be used as one the affordable source of minerals, vitamin A, C, and several essential unsaturated fatty acids. This study developed a qualitative method to test the acceptability of this product in Malaysia market. For this purpose, 30 participants were invited to sampling lab of Berjaya University College of Hospitality. The sea grapes mixed with sea salt and chilled in 0-2 Co for 30 days. The result of taste test indicated that overall participants consider this product as an acceptable product with a potential market at affordable price.


    Conceptualising the Lecturer as Customer: Establishing Principles Underpinning a New Model for Organising the Tourism, Hospitality and Events School, an Exploratory Paper [22 – 36]
    Christopher W. Harris,    Simon Pawson

    Full Text | Abstract

      Higher education has, under the influence of global political, economic, social and other forces, undergone significant change, the results of which include a higher demand for user pays education and the positioning of the student as customer within a system that more and more resembles a managed economy. The concurrent emergence of management cultures, commoditisation and casualisation of education challenges traditional concepts of the role and status of faculty and the academic community. Within Tourism, Hospitality and Events education (THE), itself a relatively recent arrival, faculty status is further complicated by broader questions of legitimacy and sustainability as reseachers continue to disagree on the very essence of the THE disipline and graduate. This paper seeks to develop the principles underpinning a new model of organising the THE School and its internal actors to negotiate these challenges and stake a claim within the new higher education market economy, advancing the debate between the traditional and the managerial approaches to higher education managament. Identifying through a review of the literature a consensus on the THE graduate as the service thinker-doer, the paper then seeks to propose principles for organising the school that can best enable such a student to develop. The paper does this by identifing a gap in the approach of service marketing as hitherto applied to higher education; the paper uses an application of the ‘internal service blueprint’ to propose principles underpinning a model for realiging the institution around the core functions and missions of teaching, learning and research. Specifically, the lecturer is positioned as customer within the service blueprint and the student as service provider, an original exploration of the internal service blueprint within THE education.

    Online Banking Acceptance Among University Students : An Empirical Investigation [37 – 47]
    Joel Tham Kah Marn

    Full Text | Abstract

      The rapid advancements of information and communication technologies in recent times have provided vast growth opportunities for online banking services in many parts of the world today. Such trends will mean more research needs to be undertaken to comprehend the development of this form of banking in the financial sector. Specifically, the aim of this study is to identify those important factors that will influence the adoption of online banking services among university students, a segment of society that could potentially champion online banking in Malaysia. Factors that were examined include the level of income convenience, security, privacy, financial charges and online platform quality. A total of 2500 respondents participated in the study giving a response rate of 31.25%. The findings of this study reveal that three out of the five hypotheses were supported. Security level, online platform quality and convenience have a significant impact on the level of acceptance in online banking. . However, income level and financial charges do not seem to have any significant impact on online banking acceptance. Thus, it is concluded that bank management should make efforts to enhance data security protection, improve online experience and provide superior customer services to increase the online banking acceptance among their young customer base.
      University–Industry Partnership for Entrepreneurial Skills. [48 – 55]
      Zurainah Musa,   Shaheen Mansori

      Full Text | Abstract

        Over five decades, the collaboration between the university and the industry has evolved to fit the requirements of the current human capital in the industry. Today’s workforce demand not only for education but also experience and expertise. Therefore, to develop the future generation of work force who can work in global environment the university and industry should collaborate with new model which goes beyond the conventional practise. Therefore, this study proposes a model of collaboration between the university and industry which may help to improve the current practice. Based on the proposed model, the industry will provide real life projects to the university that can be developed in the form of case study by addressing the industry’s needs and demands as well as mentorship. The mentorship process happens by structuring a scheduled session during the projects implementation where the students will present their work to the elected mentor. This model of collaboration can help the university to gain first-hand experience and become more familiar with the latest trends in the industry. For industry players, this collaboration can provide innovative and creative ideas that would be generated by the students and in long-term will assist them to identify talented students for future employment. Finally, this collaboration will help students to have better soft skills which can increase their employability and consequently can reduce the rate of unemployment and its impacts.

      A Note on Demand Forecast and Determinants of Demand for Tourism; A Case of Beijing, China for the Period : 2011-2015. [56 – 63]
      Sudipta Kiran Sarkar
      Full Text | Abstract

        Estimating demand for tourism at destinations, its determinants and implications for the tourism industry have become critical in planning and policy-making for governments and destination management organisations (DMO) across the globe. Given the phenomenal growth of China as one of the leading destinations for inbound tourism in the world, this study via the case of Beijing, the capital and one of the principal tourism destinations of the country, provides a short account on the ways to forecast demand for tourism at destinations. This encompasses the understanding of the determinants of demand, estimation of demand models and the implications based on three principal inbound markets of United Kingdom, Canada and United States.


      The Impact of Employee Involvement on the Affective Organisational Commitment in Five-Star Hotels in Ho Chi Minh City, Vietnam. [64 – 76]
      Thao Duong Anh    Choe Kin Hwa

      Full Text | Abstract

        Employee involvement is defined as a powerful extent by contribution of employees in the organisation. Although the study of employee involvement has reviewed many benefits within many global companies as well as hotel organisations, there has not been any study conducted in Vietnam to measure the impact of employee involvement on affective organisational commitment in hospitality industry. Therefore, the purpose of this paper is to study the different dimensions of employee involvement includes employee communication, decision making, employee ownership, self-managed work team on affective commitment. The explanatory study was based on quantitative research with survey questionnaire to collect empirical data from 150 participants who directly work for Five-star hotel organisations in Ho Chi Minh City in Vietnam. This study brings valuable insights to hotel organisation, policy makers, industry players, other managerial contributors and employees themselves; as well as employees themselves and helps on resolve the human resource issues in hotel industry by giving a clear understanding on the value of employee involvement as a broad concept directs influence on staff commitment to the hotel establishment.

      English Language Lecturers Readiness to Accept Usage of the Mobile Learning Technology in Private University Colleges in East Malaysia. [77 – 88]
      Jayarajoo Santhanam,    Thinusha Selvaraj,    Aishvarya Nair Chandrasekran

      Full Text | Abstract

        This dissertation incorporates the essential elements of m-learning with regard to its impact over the private university’s English Language Lecturers’ perspective. Historic background of education defines ways, which took time and consumed energy of learner in learning. However; advent of latest technologies has reduced the heavy efforts intake and provided the learners with technologies that helps them search for relevant information and learn by using m-learning devices such as iPods, iPads, iPhones, and various other hand held computers. M-learning is considered essential to be studied, because of its high contribution for the education world and this research will also account in for guiding the mobile selling companies to learn the importance of this device as per the user’s perspective, that will help in further bringing betterment and new additions to their devices which will increase the sales graph of mobile sellers and expand the usage of mobile for the sake as for healthy educational usage. The primary source has been utilized in order to ensure, that the current scenario of the target audience is considered with the evaluation of the studied variable and their impact on each other has also been illustrated. The findings of this research gives lead to successive measure of m-learning’s positive impact over the institutions that are further facilitating their students within specific needs and also in terms provoking the healthy usage of mobile phones for the purpose of accessing available relevant academic information that accounts in for improving their academic efficiency and leads to using these technological sources in all means of being effective.