Analyzing the Frequency and.

Causes of Reservation System Failures in Hotel at Cebu City

Results of the study of Sufian et al.(2020), expose a positive effect of relative advantage,
information intensity, gender, age, and personal income on perceived usefulness, and the latter
on continuous intention to use mobile hotel reservation system. This research will enable
decision makers to identify which variables should be emphasized in order to impact hotels’
perceived usefulness of adopting mobile hotel reservation system, and in turn on continuous
intention to use mobile hotel reservation system in service companies, especially in the hotel
sector.
Understanding the factors that influence the perceived usefulness of mobile hotel reservation
systems, as identified in the study, can provide valuable insights for decision-makers in the
hotel sector. By recognizing variables such as relative advantage, information intensity, gender,
age, and personal income that positively impact perceived usefulness, hotel managers and
administrators in Cebu City can prioritize their efforts to enhance the effectiveness of their
reservation systems. By focusing on these key factors, they can improve the overall
functionality and efficiency of their reservation systems, thereby mitigating the frequency and
causes of system failures. This research highlights the importance of aligning technological
advancements, such as mobile reservation systems, with user needs and preferences,
ultimately contributing to better service delivery and customer satisfaction within the hotel
industry in Cebu City.
According to Asgan et al.(2020), the hotel business has become a key source of revenue. A hotel
reservation system is a necessary for today's hospitality companies, both large and small. A
rising number of people are making their hotel reservations only through the internet.
However, when we look at existing reservation systems from the consumer's perspective, we
find that customer satisfaction is quite poor. The hotel industry, like any other business,
presents socioeconomic opportunities for both the owner and the customer. Its mission is to
provide hospitality services to clients. As a result, the issues with present online reservation
systems will be discussed in this study, as well as the negative consequences for customers and
hotels. Also, by analysing the data collected from surveys and interviews, this will propose a
strategy to lessen such problems. Finally, the solution will be an innovative online reservation
system that allows users to customize their reservations.
The discussion presented highlights the critical importance of analyzing the frequency and
causes of reservation system failures in hotels, especially in a city like Cebu City, where the
hotel business is a significant source of revenue. With the increasing reliance on online
reservation systems by consumers, it becomes imperative to address the existing shortcomings
in these systems from a customer satisfaction perspective. The relevance of this study lies in its
potential to uncover the negative consequences faced by both customers and hotels due to
these reservation system failures. By identifying the root causes of these failures through data
collected from surveys and interviews, the study aims to propose effective strategies to
mitigate such problems. The ultimate solution, as suggested, is to develop an innovative online
reservation system that not only addresses the current issues but also allows users to
customize their reservations, thereby enhancing their overall experience. This research holds
great promise in improving the efficiency, reliability, and satisfaction levels associated with
hotel reservation systems in Cebu City, ultimately benefiting both the hotel industry and its
customers.
The analysis results of the study of Heesop et al.(2020), denoted that the channel familiarity is
an important moderator that affects the strength of the relationships between (1) the attitude
and the reuse intention and (2) satisfaction and the reuse intention, which suggests that a
different approach should be arranged for novice and expert users. Also, channel type
moderated the links between (1) hedonic value and satisfaction, (2) utilitarian value and
satisfaction, (3) attitude and the reuse intention, and (4) satisfaction and the reuse intention,
which separately provided more relevant implications for the hotel owned and the third-party
owned channels.
The findings regarding channel familiarity and channel type moderation presented in the study
have significant relevance to the analysis of reservation system failures in hotels in Cebu City.
Understanding how different user characteristics, such as familiarity with the reservation
channels, can moderate the relationships between attitudes, satisfaction, and reuse intention is
crucial for devising effective strategies to address system failures. By recognizing that novice
and expert users may have different needs and expectations, hotel managers in Cebu City can
tailor their reservation systems and services accordingly, ensuring a more personalized and
satisfactory experience for all users. Moreover, the insights regarding the moderation effect of
channel type on various relationships, such as hedonic value, utilitarian value, attitude,
satisfaction, and reuse intention, provide valuable guidance for both hotel-owned and third-
party-owned channels. This suggests that different approaches may be necessary based on the
type of reservation channel being utilized, enabling hotels in Cebu City to optimize their
reservation systems and improve overall customer satisfaction. Therefore, integrating these
findings into the analysis of reservation system failures in hotels in Cebu City can lead to more
targeted and effective solutions, ultimately enhancing the quality of service delivery and
customer experience in the hotel industry.
The research findings of Nguyen et al.(2022), can aid hotel managers in making targeted
proactive retention actions by categorizing regular customers into groups and also being able to
meet the expectations of customers from different cultures and hotel classes. Moreover, they
expand insights into the online complaining behaviors of tourists providing valuable practical
information for the hotel industry and extending hospitality
The insights provided by the study regarding proactive retention actions, customer
categorization, and cultural expectations are highly relevant to the analysis of reservation
system failures in hotels in Cebu City. By categorizing regular customers into groups based on
their preferences, behavior, and cultural backgrounds, hotel managers can tailor their retention
strategies and service offerings to meet the specific needs and expectations of each group. This
targeted approach not only enhances customer satisfaction but also fosters loyalty, ultimately
mitigating the frequency and severity of reservation system failures. Moreover, understanding
online complaining behaviors among tourists, as highlighted in the study, offers valuable
practical information for the hotel industry in Cebu City. By recognizing the factors that drive
online complaints and dissatisfaction, hotel managers can proactively address potential issues
within their reservation systems, thereby improving overall service quality and customer
experience. Additionally, extending hospitality by accommodating the diverse cultural
expectations of customers from different backgrounds and hotel classes is essential for
ensuring guest satisfaction and loyalty. Integrating these insights into the analysis of reservation
system failures enables hotel managers in Cebu City to implement proactive measures that not
only resolve existing issues but also prevent future occurrences, ultimately enhancing the
competitiveness and reputation of the local hotel industry.
Stated by Rahmi, B.(2020), that online hotel booking website (OHBW) has become an important
tool in the marketing of hotel services. In this study, the factors affecting the trust perception of
OHBW users were investigated. Data collected from 456 consumers using OHBWs were
analysed using structural equation modelling. The results showed that reputation, security,
ease of use and risk significantly affected the user's perception of trust. In addition, the
perception of trust has a positive effect on customer loyalty.
The findings from the study on factors affecting trust perception of online hotel booking
websites (OHBWs) hold significant relevance to the analysis of reservation system failures in
hotels in Cebu City. As OHBWs have become integral tools in marketing hotel services,
understanding the factors that influence users' trust perceptions is crucial for addressing
reservation system failures effectively. The study's identification of reputation, security, ease of
use, and risk as key factors affecting trust perception provides valuable insights for hotel
managers in Cebu City. By recognizing these factors, hotel managers can implement strategies
to enhance the trustworthiness of their reservation systems, thereby reducing the likelihood of
failures and improving overall user satisfaction. Furthermore, the study's findings on the
positive effect of trust perception on customer loyalty underscore the importance of prioritizing
trust-building initiatives in the hotel industry. Integrating these insights into the analysis of
reservation system failures allows hotel managers in Cebu City to focus on cultivating trust
among their customers, ultimately leading to increased loyalty and competitiveness in the
market. Thus, leveraging the findings from the study on OHBW trust perception can inform
proactive measures to mitigate reservation system failures and enhance the overall guest
experience in Cebu City hotels.
References:

Ashan, M.,et al.(2022). Personalized Hotel Reservation System for Various Occasions.
[Link]
m_for_Various_Occasions

Heesop, H., et al.(2020). Mobile hotel reservations and customer behavior: Channel familiarity
and channel type. [Link]

Nguyen, H., et al.(2022). Analysis of Online Customer Complaint Behavior in Vietnam’s Hotel
Industry. [Link]
Rahmi, B.(2020). Trust in Online Hotel Booking Website Usage.
[Link]
er_Trust_in_Online_Hotel_Booking_Website_Usage

Sufian, K.(2020). The impact of mobile hotel reservation system on continuous intention to use
in Jordan. [Link]