استفاده از سیستم رزرو الکترونیکی در افزایش مزیت رقابتی توسعه دهندگان Application of e-booking system in enhancing Malaysian property developers’ competitive advantage: A blue ocean strategy?

1. Introduction In many of the stories foretelling the future, technology is always believed to be the driver of change. In this borderless cum globalised world and fast-paced digital era, the adoption of technology such as electronic devices, social networking, and so forth is of significance in bringing about major changes to the way we conduct our daily life. The internet technology becomes indispensable to the users in their daily life which encompass working, social as well as leisure life. Without a tinge of doubt, the internet has changed people’s life enormously (Abedalaziz et al., 2013). Undeniably, it is already a norm for people spending part of their day on the internet doing something. They used the internet in their career, education, communication, entertainment, and even shopping. Hence, this shows how the Internet plays a pivotal role in various aspects of our everyday life (Horrigan and Rainie, 2006). Technology is the pulse of the economy which makes a nation more creative and productive. Due to the enormous influences of the internet technology, nations of the world have created a more technological workforce (Abedalaziz et al., 2013). The internet serves as a powerful information tool, data storage, data transfer and conversation tool in the workspace which helps to get the job done effectively and efficiently (Kristen and Rainie, 2014). Furthermore, the Internet also acts as an interactive tool connecting people together in the social life (Bargh and McKenna, 2004). Spending time on the web has universally become one of the leisure activities of people (Zhou et al., 2014). Hence, the growth of online shopping as well as e-booking system and e-banking system has become essential for the development of the economy. The online booking system employed various services such as e-reservation of hotel rooms, e-booking system in travel packages, flight tickets, movie tickets and even appointment for dental or medical treatment in private clinics is also growing rapidly due to the benefits to both the sellers and the end users (Paré et al., 2014). Thus, the e-booking system is an alternative type of booking system available online for the purchasers which could transform from the traditional business distribution channel to an innovative online business channel.