The impact of service innovation to perceived customer value in selected Five-Star Hotels in Metro Manila

• Main Authors: Cortes, Junimay Q., Gochuico, Freder John A., Liao, Maria Denise P., Tan, Rose Abelyn Y.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14769
• Institution: De La Salle University

The presence of many competitors had made it increasingly difficult for hotels to gain a competitive edge in doing business. With this in mind, the researchers thought of how service innovation will help these companies compete in their industry. It has been said by various researchers that service innovation leads to customer value. Hence, it was important to identify whether it really creates value for the customers. The researchers created a study which was in the context of Filipino business and gathered information from selected hotels, travel agencies, customers, and an expert in the hospitality industry to finish this study. The researchers found out that the service innovations implemented by the hotels were focused on technologies to improve their services, specifically this study focused on the WiFi, Property Management System, and Point of Sale system of Hyatt Hotel and Casino, Century Park, and Edsa Shangri-La. These three hotels were chosen because they allowed the researchers to include them in this study. Travel agents and customers of hotels were asked to rate the perceived overall value of these service innovations and the results indicated that these were valuable for them because it satisfied their needs. However, the clients valued professionalism the most when it comes to these service innovations so that they have inquiries, the employees are knowledgeable to provide valuable information to them. This implied that technologies must still be supported by humans because without human interaction, the value is minimal. Social value were rated the least clients because hotels did not concentrate much on this value given that they are already 5 star hotels. They confused more in other value such as professionalism and quality of services to ensure that their clients would find the services valuable. Overall, Edsa Shangri-La got the highest perceived value and this gives them an edge because customers would choose the hotel that they think would provide the best value to them.