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Article
Publication date: 19 June 2017

Muhammad Sabbir Rahman, Hasliza Hassan, Aahad Osman-Gani, Fadi Abdel Muniem Abdel Fattah and Md. Aftab Anwar

The purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of…

1799

Abstract

Purpose

The purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of academic degrees from the foreign universities.

Design/methodology/approach

The study is based on an empirical examination with applying multivariate data analysis. The data were collected through survey questionnaires and analysed by using structural equation modelling procedure.

Findings

The survey result discovered that the relationship between perceived service quality and edu-tourist’s satisfaction was significant and positive. The relationship between edu-tourist’s satisfaction and intention to purchase was also significant and positive. Meanwhile, edu-tourist’s satisfaction partially mediates the relationship between their perceived service quality and intention to purchase. Nevertheless, this research also explored that the edu-tourist’s satisfaction plays a significant mediating effect in between the relationship of perception and intention to purchase.

Research limitations/implications

This empirical study will contribute in understanding the behaviour of international students to construct the theoretical knowledge on the edu-tourism industry, which has been neglected in tourism research.

Originality/value

The paper will be of use to the management and policymakers in the higher education sector in understanding the customer’s expectation for the edu-tourism destination. This study contributes to the growing literature on education travel destination, where the researchers investigated the role of tourist’s satisfaction by using perception and perceived service quality towards their intention to visit a destination for education tourism. In addition, understanding the role satisfaction on the relationship between perception and perceived service quality towards the purchase intention will make both scientific and practical contributions for the decision-makers.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 12 June 2018

Hasliza Hassan, Abu Bakar Sade and Muhammad Sabbir Rahman

The Malaysian lifestyle has been undergoing changes over time. With better socio-economic conditions, Malaysians tend to consume more food today than they did previously…

1042

Abstract

Purpose

The Malaysian lifestyle has been undergoing changes over time. With better socio-economic conditions, Malaysians tend to consume more food today than they did previously. Excessive intakes of high calorie foods combined with little daily physical activity have led to increased numbers of overweight and obese people in the population. The purpose of this paper is to compare the incidence of overweight and obesity in the population in Malaysia with other Southeast Asian countries.

Design/methodology/approach

Data for this research were based on secondary data of average weight, overweight and obese people for populations in the Southeast Asian countries. The analysis for this research focused on the population in Malaysia and compared it with populations from neighboring countries.

Findings

The population in Malaysia was ranked the second highest in the number of overweight and obese people in the Southeast Asian region. In addition, the rate of increase overweight and obese people in the population of Malaysia was found to be the highest in the region. Since the percentage of overweight and obese people had increased consistently from 2010 to 2014, there was a high possibility that the momentum would continue into the following few years.

Originality/value

Being overweight and obese was not desirable by the majority of people as it could lead to various health diseases and psychological problems. Unfortunately, the percentage of overweight and obese people in Malaysia seems to be increasing. Improved socio-economic conditions have increased the amount of food normally consumed by people. Although many people were found to be aware of the negative impact of being overweight and obese, the majority of them did not seem to take the initiative to reduce their body weight. This research is expected to create awareness of the alarming rate of increase in the number of overweight and obese people in Malaysia in order to encourage a healthier lifestyle.

Details

International Journal of Human Rights in Healthcare, vol. 11 no. 3
Type: Research Article
ISSN: 2056-4902

Keywords

Article
Publication date: 3 May 2019

Hasliza Hassan, Abu Bakar Sade and Muhammad Sabbir Rahman

Slimming centres have become a hot spot for people to reduce their size and reshape their body figure through the sophisticated and modern treatments that are provided by the…

Abstract

Purpose

Slimming centres have become a hot spot for people to reduce their size and reshape their body figure through the sophisticated and modern treatments that are provided by the therapists. The purpose of this paper is to examine the influence of price, place and promotion on the behavioural intention to consume the slimming treatments.

Design/methodology/approach

This research is a cross-sectional study in which 308 primary data were collected for descriptive analysis, confirmatory factor analysis and structural equation modelling. The data were collected through a survey questionnaire that was distributed to respondents who have experience in consuming slimming treatment at a slimming centre.

Findings

The majority of slimming centre consumers are working women aged 25 and above from urban areas. As an attraction, the pricing strategy is a very important influence on consumers to consume the slimming treatment at slimming centres. Although the main target market for slimming centres is career women who are earning an above average income, an excessively high price might weaken the behavioural intention of the consumer to consume the service since Malaysian women are very price conscious. The findings also indicate that there is a significant correlation relationship between price and promotion as well as place and promotion.

Originality/value

This research is expected to contribute in terms of providing more knowledge about this industry, since there are still limited findings pertaining to slimming centres, especially in the Malaysian market.

Details

International Journal of Human Rights in Healthcare, vol. 12 no. 3
Type: Research Article
ISSN: 2056-4902

Keywords

Article
Publication date: 12 January 2018

Hasliza Hassan, Zahra Pourabedin, Abu Bakar Sade and Jiayi Chai

Loyalty membership is widely used as a marketing strategy to secure customer’s loyalty in many business sectors. The purpose of this paper is to focus on loyalty membership of…

2272

Abstract

Purpose

Loyalty membership is widely used as a marketing strategy to secure customer’s loyalty in many business sectors. The purpose of this paper is to focus on loyalty membership of customer in Malaysian luxury hotels, specifically, in the capital city of Kuala Lumpur, Malaysia by looking into the perceived value of economic, interaction and psychological needs.

Design/methodology/approach

Quantitative cross-sectional research was conducted to explore the feedback from customers who have loyalty membership with a luxury hotel. Surveyed data of 489 respondents were analysed using confirmatory factor analysis and structural equation modelling.

Findings

There is a significant positive relationship between the psychological needs and perceived value. The relationship between the perceived value and customer’s loyalty is also significant and positive. However, there is no significant relationship between the economic value and the interaction constructs with the perceived value. The perceived value functions as a mediator for the economic value, interaction and psychological needs in respect of customer’s loyalty.

Practical implications

Hotel management should prioritise addressing the elements of psychological needs to enhance the perceived value from the customers’ perspective. The strength of the perceived value indirectly stimulates customer’s loyalty to a hotel, followed by the interaction and economic value from the customer value perspective to ensure customer’s loyalty.

Originality/value

This research highlights on how customers can be secured by a luxury hotel chain through a loyalty membership strategy. The knowledge generated from this research is expected to provide insights to practitioners on how to enhance their loyalty membership marketing strategy.

Details

International Journal of Tourism Cities, vol. 4 no. 2
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 8 August 2016

Muhammad Sabbir Rahman, AAhad M. Osmangani, Hasliza Hassan, Md. Aftab Anwar and Fadi Abdel Muniem Abdel Fattah

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for educational tourism, and the mediating effect of destination image (DI).

Design/methodology/approach

The research applied descriptive statistics, confirmatory factor analysis (CFA) and structural equation modelling techniques. The study tested the reliability and validity of the measurement model through CFA, Cronbach’s α and inter-correlation analyses. This research applied the structural equation model to examine the relationship between the research variables using 250 foreign students.

Findings

The results of data analysis support the stated hypotheses. All the direct relationships were significant and positive. However, DI found a partial mediating role among the relationships. Theoretical and practical implications are also discussed.

Research limitations/implications

From this research the tourism researchers, policymakers and managers of the respective higher learning institution may develop a complete understanding of the antecedents of attitude formation of the edu-tourists which were not even studied before from the perspective of educational tourism.

Originality/value

To date, there have been few empirical studies examining the attitude of the edu-tourists in the selection of a destination for educational tourism. Therefore, understanding the purpose of CV, DC and nostalgia in a tourist’s decision-making operation, and their theoretical relationship, will make both scientific and practical contributions.

Details

International Journal of Tourism Cities, vol. 2 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 15 January 2018

Muhammad Sabbir Rahman, Mahmud Habib Zaman, Hasliza Hassan and Chong Chin Wei

Locally derived foods from the lens of restaurant settings play an important source of tourist attraction. Surprisingly, research into this sector is quite scarce. The aim of the…

3068

Abstract

Purpose

Locally derived foods from the lens of restaurant settings play an important source of tourist attraction. Surprisingly, research into this sector is quite scarce. The aim of the paper is to develop and empirically examine a conceptual framework on tourist’s preferences in selecting local foods. The framework includes tourists’ satisfaction, quality of food, tourist’s perception, purchase intention and purchase behavior among tourist’s selection for local foods.

Design/methodology/approach

The research is designed as quantitative in nature. A sum of 280 usable questionnaires was used from 300 distributed instruments by using convenient sampling techniques.

Findings

The results show that the relationship of tourist satisfaction and behavior is mediated by purchase intention, whereas tourist’s satisfaction and perception have a positive and significant impact on the intention of purchasing local foods. There is also a significant relationship between tourist’s satisfaction and perceived quality toward the tourist’s perception of local foods. Moreover, a significant relationship exists between tourist’s intentions and tourist’s purchase behavior.

Research limitations/implications

The study derived the purchase behavior dimensions of local foods by the tourists through literature and verified the conceptual model through empirical testing. Based on these findings, managers of local food restaurants require maximizing the purchase behavior of the visitors by considering satisfaction and perceived quality. In summation, they also should consider perception and behavioral intention of tourists. The limitation of this research relates to the sample, where data were collected from the major city of a tourist-friendly country. Future research could investigate the perceived value and gender variance as moderating variables in and between purchase intention and purchase behavior.

Practical implications

Managers and policymakers may use the outcome of this research as a guideline to understand the depth of tourist’s behavior. By identifying the antecedents of the behavioral factors may assist the managers to strengthen the restaurant’s competitive position within the industry. Finally, policymakers may use the research to assess tourists’ perceptions of local foods acceptability in promoting the nation’s culture to other parts of the world.

Originality/value

This work adds to tourism behavior research by exploring the effect of satisfaction, perceived quality, perception and intention on behaviors associated with local foods purchase behavior. In particular, the study highlights the relationships between tourist’s perception, perceived quality of local foods and satisfaction of local foods to measure tourist’s behavior through purchase intention for local foods from the perspective of restaurant settings, which have received less research attention.

Details

Tourism Review, vol. 73 no. 1
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 23 July 2021

Muhammad Sabbir Rahman, Surajit Bag, Hasliza Hassan, Md Afnan Hossain and Rajesh Kumar Singh

This paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the…

1959

Abstract

Purpose

This paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.

Design/methodology/approach

A survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.

Findings

Empirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.

Practical implications

This paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.

Originality/value

Although there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

Details

Benchmarking: An International Journal, vol. 29 no. 4
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 21 November 2023

Hasliza Hassan, Ser Chee Lim and Muhammad Sabbir Rahman

Cultivating customer loyalty is extremely crucial for fast-food players to remain competitive in the industry. This research is discovering the path to cultivate customer loyalty…

Abstract

Purpose

Cultivating customer loyalty is extremely crucial for fast-food players to remain competitive in the industry. This research is discovering the path to cultivate customer loyalty through experience that is built based on auditory, gustatory, haptic, olfactory and visual cues.

Design/methodology/approach

Quantitative research has been conducted by distributing survey questionnaires to customers at selected fast-food restaurants in urban areas. The collected data has been analyzed by descriptive and structural equation modeling analysis.

Findings

The customers' loyalty to fast food can be cultivated through gustatory, haptic and olfactory cues. However, auditory and visual are not functioning as marketing cues to cultivate customer loyalty.

Practical implications

The fast-food players may emphasize gustatory, haptic and olfactory marketing cues to cultivate customer loyalty. These cues can be shared through experience.

Originality/value

This study has discovered the potential ways to cultivate customer loyalty in dining at fast-food restaurants within the Malaysian market.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 7 July 2020

Hasliza Hassan, Abu Bakar Sade and Muhammad Sabbir Rahman

Entrepreneurship is one of the engines to stimulate socio-economic development. This study aims to examine the relationships of entrepreneurship education, financial support and…

7479

Abstract

Purpose

Entrepreneurship is one of the engines to stimulate socio-economic development. This study aims to examine the relationships of entrepreneurship education, financial support and market availability, with the entrepreneurial attitude among youngsters in venturing into entrepreneurship. A further discovery concerning the relationship between entrepreneurial attitudes and entrepreneurial intention is also analysed.

Design/methodology/approach

Data were collected through a survey questionnaire that was distributed to university students. A total of 425 collected data were analysed using structural equation modelling to discover the relationship among five chosen constructs.

Findings

It was found that entrepreneurship education and financial support encourage the entrepreneurial attitude of youngsters to venture into entrepreneurship. This entrepreneurial attitude is further supported by an entrepreneurial intention to become an entrepreneur. Nevertheless, market availability does not influence the youngsters to venture into entrepreneurship.

Practical implications

Entrepreneurship encouragement should focus on the entrepreneurship education and financial support to shape the entrepreneurial attitude, which, indirectly, may further influence the entrepreneurial intention.

Originality/value

As an initiative to become an entrepreneurial nation, there is a need to discover how to shape the entrepreneurial intention through entrepreneurial attitude. This study is assisting to fill the research gap by focussing on the Malaysian market.

Details

Journal of Humanities and Applied Social Sciences, vol. 2 no. 3
Type: Research Article
ISSN: 2632-279X

Keywords

Open Access
Article
Publication date: 11 February 2020

Hasliza Hassan, Abu Bakar Sade and Lohan Selva Subramaniam

Health fitness has become a major issue in Malaysia since the population of overweight and obesity is becoming critical. One of the ways to achieve optimum health fitness is by…

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Abstract

Purpose

Health fitness has become a major issue in Malaysia since the population of overweight and obesity is becoming critical. One of the ways to achieve optimum health fitness is by consistently consuming balanced diet meals. Hence, this paper aims to focus on the willingness of society to purchase functional foods as an alternative for their daily meals to stay fit.

Design/methodology/approach

The research framework was developed based on a combination of findings by other research scholars within a similar field. The willingness to purchase functional foods to stay fit is positioned as the dependent variable, while lifestyle adaptation, social media influence and food consumption awareness are placed as the independent variables. Quantitative research was conducted by collecting primary data from respondents in Kuala Lumpur, Malaysia. The collected data were analysed using descriptive and regression analyses.

Findings

The willingness to purchase functional foods to stay fit is dependent on the lifestyle adaptation, social media influence and food consumption awareness.

Research limitations/implications

Although the current market for functional foods in Malaysia is still at a small scale, the market for this industry seems very promising. Nevertheless, greater awareness on functional food is still needed.

Practical implications

Functional food producers should make an effort to gain the untapped market by focussing on the lifestyle adaptation, social media influence and food consumption awareness.

Originality/value

This research is a breakthrough to discover the willingness of Malaysians to purchase functional food to stay fit, which is influenced by lifestyle adaptation, social media and food consumption awareness.

Details

Journal of Humanities and Applied Social Sciences, vol. 2 no. 1
Type: Research Article
ISSN: 2632-279X

Keywords

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