Title: Customers’ confidence and trust towards privacy policy: a conceptual research of hotel revenue management

Authors: Michael Tinggi; Shaharudin Jakpar; Ting Bick Chin; Junaid M. Shaikh

Addresses: Faculty of Economics and Business, University Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia ' Faculty of Economics and Business, University Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia ' Faculty of Economics and Business, University Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia ' Curtin University, Sarawak Offshore Campus (Australian University), School of Business, Accounting Department, Sarawak Offshore Campus, Miri 98009, Sarawak, Malaysia

Abstract: This empirical research involves determination on customers’ confidence on hotel’s custodian of customers’ personal information as Kao et al. (2008) suggests that increase customers’ confidence may enhance customers’ satisfaction experiential value and may imply revenue potential. Customers demand assurance that their personal data will be safe and secure. A confident and satisfied customer may spread favourable words of mouth about hotel privy image that will eventually bring about positive impact on revenue. Seventy randomly selected respondents were interviewed and distributed with closed structured questionnaire to investigate some chosen antecedents’ variables, a determinant construct of customers’ confidence and trust. The findings corroborate that customers’ personal belief primarily contributes to their high level of confidence on hotel privacy policy. Therefore, in an effort to achieve a potential revenue management, the hoteliers have to be mindful of customers’ belief, as a major driver for consumers enhanced confidence.

Keywords: antecedent variables; customer belief; customers confidence; trust; privacy policy; satisfaction; hotel revenue management; hotel management; hospitality industry.

DOI: 10.1504/IJRM.2011.043795

International Journal of Revenue Management, 2011 Vol.5 No.4, pp.350 - 368

Published online: 22 Nov 2011 *

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