The Effect Of Customer Value Creation Towards Firm Performance : A Study Of Tourism Industry's Competitive Advantage

Hakimi, Halimaton Saadiah (2017) The Effect Of Customer Value Creation Towards Firm Performance : A Study Of Tourism Industry's Competitive Advantage. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

As mentioned by many scholars, customer value creation is to evaluate of the customer the perceived benefit of services that improve organization's business performance by providing superior products and services that fulfil customer's satisfaction and employee's satisfaction. Economic nowadays are changing from product-centric to consumer-centric. No doubts, tourism industry in Malaysia is the one of the tops tourist destination in Southeast Asia which has attraction and activities to meet the tourist, culture and history buffs. To survive in this competitive society, customer value creation is significantly important to help a company in gaining competitive edge. However. thorough understanding on customer value creation is needed in order to implement it effectively. Furthermore, customer value creation could not be implemented without an component or factors that facilitate it. The study aims to study the type of value involve in customer value creation in tourism SMEs, to determine the component of value creation toward tourism industry in competitive advantage and to analyses the strongest component of value creation in relation with firm performance. The methodology of this study used is quantitative methods and carried out the survey by distributing questionnaire. The questionnaire will be distributed in the Johor and Melaka state. 186 automotive companies in Johor and Melaka state have responded to the questionnaire. The results have been analysed using Pearson"s Correlation to analyses the stronger component of value creation in relation with firm performance and using Regression Analysis to determine the component of value creation toward tourism industry competitive advantage. Through the results generated from SPSS, component customer value creation have shown significant relationship with the firm performance.

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