1. DENG YIN - Research Scholar of Lincoln University College Malaysia.
2. Dr. AMIYA BHAUMIK - President, Lincoln University College, Malaysia.
3. Dr. SANDEEP SHRESTHA - Professor of Lincoln University College Malaysia.
This chapter shows the findings of the data analysis and the elaboration of the acquired results from data analysis. First, a discussion on the data collecting method and technique, then followed by description of the process involved in data cleaning and screening. Descriptive analysis and the factor analysis is described. The findings of hypothesis testing are also examined, presented and summarised. The gathered data are processed using the programme SPSS of version 19.0. Women-owned SMEs in Malaysia who have been utilising social media as a marketing strategy for at least a few months provided data for this study. The demographic sampling frame was NAWEM and USAHANITA's website, as well as online marketing courses, workshops, and women-owned Facebook company pages. There were 250 questionnaires given at seminars and workshops, which were employed as the survey medium. The survey was given to 200 women entrepreneurs who were found on Facebook and Instagram. A link to the survey was provided to each of them via a private message. The researcher also sent emails to the secretaries of USAHANITA and NAWEM, asking for their assistance in disseminating the link to the organisations' members. When distributing questionnaires in seminars and workshops, the researcher has asked for permission to do so. Participants have been told that they must return the completed surveys to a labelled box at the seminar hall's door. 100 questionnaires were given to the person in charge during the first seminar, and during the break, the questionnaires were handed out. During the first seminar, 60 questionnaires were returned, making it the most questionnaires returned compared to the others. 7 returned surveys were either incomplete or filled by a human, thus only 53 of them could be included in the study. A frequency test involving each variable in the data set has been performed repeatedly to discover any missing data from the data file. This frequency test's outcome demonstrates that all variables from each section were completed by the respondents with no missing values.
Budget hotel, Customer satisfaction, SERVQUAL model.