دانلود رایگان مقاله انگلیسی استفاده از سیستم رزرو الکترونیکی در افزایش مزیت رقابتی توسعه دهندگان مالزی - امرالد 2017

Abstract

Purpose –Property websites have been widely used to simplify the complicated conventional booking system nowadays. However, the services provided by the property websites are limited to information searching and registration. The uptake of the e-booking system in the property industry is still sluggish. The purpose of this study is to examine the potential of the e-booking system as the blue ocean in enhancing property developers’ competitive advantage. It also investigates the benefits and key features of the e-booking system in the Malaysian property industry. Design/methodology/approach - A mixed method of questionnaire and interviews was used to investigate the acuities of potential purchasers on the concept and potential of the e-booking system in Malaysian property industry. Findings – The findings of the study revealed that the perception towards the application of the e-booking system is positive. The benefits and prominent features were identified. There were no significant differences in perceptions among the three generation cohorts comprising of Generation Y, Generation X and Baby Boomers. Research limitations/implications – The sampling of this study is limited to the Klang Valley area only with the respondents mainly from Selangor and Kuala Lumpur. The small sample size may restrict the generalisation of the findings to represent the whole population of Malaysia. Practical implications – These findings provide insights and guidelines for property developers in developing a strategic plan to introduce the e-booking system which can lead to a more efficient way of property purchasing process and praiseworthy users’ experience. Originality/value – To the authors’ knowledge, this is the first paper seek to explore the potential of the online property transactions as a blue ocean strategy that will enhance property developers’ competitive advantage. As such, the key features identified in this study will be used in designing the e-booking system in the real estate market.

5. Conclusion and Recommendations

E-booking is relatively a new concept in the property industry. The introduction of the internet technology to property industry has been initiated by most of the property websites to ease the complicated traditional booking system. E-booking system with numerous useful features can be introduced to simplify the conventional property booking process and also to enhance the property developers' competitive advantage. However, the uptake of the e-booking system in Malaysian property industry is still at the infancy stage as compared to other industries such as aviation and hospitality. The pioneer property developers ought to exploit the e-booking system to their advantage before others start to introduce similar platforms to attract purchasers due to the recognised benefits from this study. The blue ocean is a metaphor used to describe an unexploited potential and uncontested market space which the competition is incompatible. Innovation and creativity within e-booking system give pioneering property developers the competitive advantage which is vital for the company to be able to sustain among their rivals. The best strategy to compete with all the rivals in the market is to avoid the competition with them meanwhile generate an irrelevant competition by creating uncontested market space at the same time. Thus, this paper has raised some interesting findings as well as introducing e-booking as a BOS in the property industry. Leveraging on the success stories within the aviation and hospitality industries on using the online platform for marketing and reservation purposes, property developers should exploit the benefits of this system to their advantage in driving property sales through the enhancement of purchasers’ experience by adopting innovative notions from other industries. More importantly, pioneering property developers moving in tandem with technological advancement and contemporary marketing trend will reap being in the blue ocean ahead of the competition before mass entry of developers into the red ocean. BOS should not be a static process but a dynamic iterative process to create uncontested market space across time (Chan and Mauborgne, 2005). Interestingly, worthwhile to note that resistance to change has an adverse impact on customer responsiveness and outcome performance (Jaramillo et al., 2012).