Factors Influencing Customer Loyalty in Hotel Business: Case Study of Five-Star Hotels in Bangkok, Thailand

Abstract

This research aims to (1) study customer characteristics of five-star hotels in Bangkok (2) study level of hotel location, service quality, perceived consumption value, customer satisfaction, and customer loyalty and (3) study the effects of hotel location, service quality, perceived consumption value and customer satisfaction on customer loyalty. This research uses quantitative methodology. A total of 700 completely questionnaires were returned by study participants and Structural Equation Modelling (SEM) techniques were used to analyze the data received. This study results were as following: firstly, the hotel location, service quality and perceived consumption value have the positive effect on customer satisfaction. Secondly, the hotel location, service quality, perceived consumption value, and customer satisfaction have the positive effect on customer loyalty. This study has also provide a reference for five-star hotel management in Bangkok, Thailand.