Customer Purchase Intention towards Physical Environment of 5 Star Hotels in Kuala Lumpur

Abstract

The study explores the factors of physical environment that influence the customer purchase intention towards 5 star hotels in Kuala Lumpur. A survey was conducted and 384 respondents completed the questionnaires. The results showed that customers prefer to book for a stay in 5 star hotels based on the physical environment. The development of hotel environment creates a variation of intention to purchase consisting three factors which are ambiance, décor and layout. Quantitative research method was used in collecting all the data and a set of questionnaire was created. Moreover, reliability analysis, descriptive analysis, Spearman's correlation coefficient and mean analysis were used to analyse the data in this research. The results express factors that hotels can rely on in customer purchase intention of physical environment to provide better products and services.