Recently, the technology of mobile hotel reservation adoption has become prevalent among luxury city hotels in Malaysia. A search for 3-5 star Malaysian hotels that adopt mobile hotel application through the search engine Yahoo (http://www.yahoo.com, accessed in October, 2012) produced a list of 27 hotels all over the country. The continuous and marked change for tourism and hospitality environment over the past decade, stable economy as well as large foreign investors to set up operations in Malaysia had contributed to the stiff competition among hotels in capturing customers. Evidently, the mobile market in Malaysia scenario can be seen very positive and competitive (Wong & Hiew, 2005). The mobile hotel reservation adoption indirectly gives a significant impact on today’s worldwide hotel industry. Hospitality and tourism managers have been and will continue enhancing their competitive advantages by focusing their resources on the virtual business environment to capture the lucrative online business (Bai, Law & Wen, 2008). It is essential to provide well-perceived service quality, satisfy their customers and build loyalty for long-term customer value in the virtual environment (Bai et al, 2008). According to Gilbert and Wong (2003) Information Communication Technology (ICT) is crucial to anticipate and meet customers’ expectation and it act as a prerequisite factor in providing satisfactory services. Furthermore, Singelee and Preneel (2003) emphasized that the information highway is highly accessible with mobile phones usage or PDA due to the development of new technology such as WAP or Wireless Application Protocol.
Recently, the technology of mobile hotel reservation adoption has become prevalent among luxury city hotels in Malaysia. A search for 3-5 star Malaysian hotels that adopt mobile hotel application through the search engine Yahoo (http://www.yahoo.com, accessed in October, 2012) produced a list of 27 hotels all over the country. The continuous and marked change for tourism and hospitality environment over the past decade, stable economy as well as large foreign investors to set up operations in Malaysia had contributed to the stiff competition among hotels in capturing customers. Evidently, the mobile market in Malaysia scenario can be seen very positive and competitive (Wong & Hiew, 2005). The mobile hotel reservation adoption indirectly gives a significant impact on today’s worldwide hotel industry. Hospitality and tourism managers have been and will continue enhancing their competitive advantages by focusing their resources on the virtual business environment to capture the lucrative online business (Bai, Law & Wen, 2008). It is essential to provide well-perceived service quality, satisfy their customers and build loyalty for long-term customer value in the virtual environment (Bai et al, 2008). According to Gilbert and Wong (2003) Information Communication Technology (ICT) is crucial to anticipate and meet customers’ expectation and it act as a prerequisite factor in providing satisfactory services. Furthermore, Singelee and Preneel (2003) emphasized that the information highway is highly accessible with mobile phones usage or PDA due to the development of new technology such as WAP or Wireless Application Protocol.
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