A Study to Measure the Impact of E-Marketing (Digital) Among the Customers and Firms: A Case Study of the Hilton Hotel, Kuala Lumpur, Malaysia
University of Kelaniya, Sri Lanka
Riazur Rahman
Gannon University, United States of America
H. L. Neel Wasantha
Uva Wellassa University, Sri Lanka
G. Nilantha R. Perera
University of Kelaniya, Sri Lanka
Rameesh Khan
Kyoto College of Graduate Studies for Informatics, Japan
The purpose of the study is to measure the impact of E-marketing (Digital) among the customers and firms to find out the awareness of digital marketing tools effectiveness in hotel business. E-marketing revealed that the customer are having strong sound of digital marketing and preferred to obtain services through digital channel. At present study made an attempt to explore the E-marketing is the new faces of technical tools are being used in recent business in worldwide. The aim of the study is to create and apply an effective e-marketing plan on Hilton’s web site. Through this analysis, the company has used some basics marketing concepts in the website to be able to sustain in the business. This analysis is carried out the number of statistical customer is equal to 200 people that 132 of them were selected and surveyed as the statistical sample using Cochran’s formula. The interviewees have been asked to sit on a face-to-face interview. The main tool used for collecting data is a closed questionnaire including the questions developed based on theoretical studies, the research conceptual model, and the quintuple Likert scale to survey the sample. Totally, the questionnaire includes few questions that some of them are related to the sales issue and of them are related to e marketing dimensions (14 questions about the use of internet for marketing activities related to the clients, 9 questions about the use of internet for marketing activities related to the distribution channels, and some questions about the use of internet for activities related to marketing research.