Building human relations towards enhancing service delivery effectiveness among homestay operators in Malaysia.

Homestay program is an alternative form of tourism products in Malaysia. As it is directly related to customers, it is important to have an effective and an increased customer service level to elevate the satisfactory level as there have been a few grievances reported in past journals about bad service quality of homestays in Malaysia. It is important to maintain a long term relationship with customers to ensure the profitability ofhomestay operation. To attract and gain new customers is not a cost effective strategy. This study has been carried out to find an effective method in building a good relationship with customers which can enhance customer service delivery effectiveness of homestays in Malaysia. This study applied a qualitative approach by exploring research design. The researchers conducted interviews with five experts in related area purposively. The data was gathered from literature reviews and interview sessions. The theme and categories have been identified before thematic analysis. The result of the study found that there are three main factors to be focused upon, (i) building rapport, (ii) maintaining relationship, and (iii) service recovery. A good relationship is not only applicable to the customers but to the entire stakeholders in order to ensure the success of homestay program in Malaysia