Thematic analysis of short-term renter preferences for housing market in Kuala Lumpur, Malaysia

Abstract

Purpose The purpose of this paper is to propose a short-term renters’ preference profile for peer-to-peer (P2P) accommodation selection in the housing market in Kuala Lumpur, Malaysia. The emergence of P2P accommodation was initiated by the concept of a sharing economy, allowing the peer provider to share personal properties with the peer end-users. As the housing market has become more competitive, understanding the preference profile among short-term renters is advantageous to offer a matching marketing mix to the targeted customers. Design/methodology/approach This study uses qualitative method associated with thematic analysis. A total of 10,509 reviews on Airbnb were gathered from 377 properties in Kuala Lumpur Federal Territory from 2013 to 2017. Thematic analysis assisted by NVivo software was applied to analyse the empirical data. In total, 14 attributes were identified which could be categorised into 5Ps. The concept of 5Ps adopted from modern marketing is commonly used to categorise the strategies in the marketing process. In the current context, 5Ps is used to categorise the preference of the short-term renter in their selection of P2P accommodation including product, price, promotion, process and people. Findings This paper has developed a preference profile for P2P accommodation selection in Malaysia’s housing market. In total, 14 attributes were identified and categorised into the 5Ps of marketing mix. The results showed that the majority of short-term renters were concerned mostly with product (73.2 per cent), followed by people (14.5 per cent), process (10.1 per cent), price (2.0 per cent) and promotion (0.2 per cent). Originality/value This study contributes to existing literature with a novel case in Malaysia’s housing market by identifying the short-term renter’s preference in the P2P accommodation selection in the Malaysian housing market, specifically in Kuala Lumpur. The preference profile provides guidance for property owners and developers in the housing market to offer the right product in enhancing the marketability and rentability of the property.

Host–Guest Interaction and Sustainable Consumption Behaviour on Sharing-Accommodation Platforms: Using a Big Data Analytic Approach

“…The price of a room is an important measure of the rent, and the functional characteristics of a room are significantly related to the price of a room [87]. Price is an aspect that consumers are more concerned about [88], which not only influences consumer choice but also has a significant impact on performance and consumer satisfaction [89,90], and which is also closely related to their association with consumer evaluation [91]. In sharing accommodation platforms where prices are more favourable [92], consumers staying in lower-priced rooms pay more attention to aspects such as external facilities and convenience; consumers staying in higher-priced rooms pay more attention to aspects that include internal aspects [81,86].…”

Pengaruh Customer Satisfaction, Trust, Commitment, Dan Customer Value Terhadap Loyalty Intentions Dimediasi Customer Engagement (Studi Empiris : Pembeli Dan Penghuni Paramount Land)

“…Tindakan perusahaan untuk meningkatkan commitment konsumennya akan memastikan bahwa konsumen akan semakin terikat pada perusahaan tersebut dan menghasilkan keuntungan yang lebih maksimal. Hasil penelitian ini sejalan dengan hasil penelitian yang dilakukan oleh (Petzer & Van Tonder, 2019) dan (Ho, Low, Wee, & Choong, 2019) yang meyatakan bahwa terdapat pengaruh yang positif dan signifikan commitment terhadap customer engagement. Oleh karena itu, Paramount Land harus menciptakan keterlibatan emosional dengan konsumen, selalu berinovasi agar konsumen tidak memiliki keinginan untuk mencari tahu tentang perusahaan kompetitor, dan menciptakan kesetiaan konsumen agar selalu memiliki rasa keharusan dalam mematuhi standar perilaku yang telah ditetapkan oleh Paramount Land sehingga tingkat engagement konsumen semakin meningkat.…”

“…Tindakan perusahaan untuk meningkatkan customer satisfaction konsumennya akan memastikan bahwa konsumen akan semakin memiliki keinginan untuk membeli kembali dan semakin mau untuk merekomendasikan perusahaan tersebut pada kerabat dan kenalannya dan menghasilkan keuntungan yang lebih maksimal. Hasil penelitian ini sejalan dengan hasil penelitian yang dilakukan oleh (Ho et al, 2019) yang meyatakan bahwa terdapat pengaruh yang positif dan signifikan customer satisfaction terhadap loyalty intentions. Oleh karena itu, Paramount Land harus menjaga integritas perusahaan baik berupa jaminan keamanan pada saat bertransaksi dengan konsumen, memberikan perhatian dan empati kepada konsumen, memastikan informasi juga kualitas yang dijanjikan sesuai dengan fakta, dan menangani seiap keluhan yang datang dari konsumen.…”

Issue arising in Short Term Rental Accommodation: A systematic literature review

“…STRA in buildings may be forbidden because the constant influx of "guests" could be disruptive to the security of other residents. The increasing prevalence of Airbnb threatens the standard of living in nearby towns by bringing in an unknown number of guests, raising noise and pollution levels, and reducing parking availability (Ho et al, 2020). The gap in extant literature has motivated the aims of this paper to identify the problem arising from the operation of STRA in general.…”