DRIVERS OF CUSTOMER SATISFACTION IN NORTHERN THAILAND'S HOTEL INDUSTRY: THE MARKETING MIX AND SERVICE QUALITY FACTORS
DOI:
https://doi.org/10.14456/aamr.2025.35Keywords:
Marketing Mix, Service Quality, Customer Satisfaction, Hotel Industry, ThailandAbstract
This study examines the impact of the 7Ps marketing mix and service-related factors on customer satisfaction within the hotel sector in Thailand's Upper Northern Region. Data were collected from 400 respondents across nine provinces through structured questionnaires and analyzed using descriptive and inferential statistical methods. Results show high overall perceptions of the marketing mix (mean = 3.97), with personnel (mean = 4.32) and product (mean = 4.28) receiving the highest ratings, while distribution channels were rated moderately (mean = 3.40). Service factors were also rated highly (mean = 4.13), particularly employee personality (mean = 4.25) and training provision (mean = 4.19). Customer satisfaction was high overall (mean = 4.24), especially for reputation and image (mean = 4.35). Regression analysis showed that product, price, promotion, personnel, physical evidence, and process significantly influenced satisfaction, but distribution did not. Similarly, employee personality and training significantly predicted satisfaction, whereas customer relations did not. The research provides actionable insights for hotel managers to enhance service quality and optimize marketing strategies to improve customer satisfaction and gain a competitive edge.
Downloads
References
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction. New Jersey: Pearson Education.
Belch, G., & Belch, M. (2020). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill Education.
Bitner, M. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Booms, B., & Bitner, M. (1981). Marketing strategies and organization structures for service firms. Marketing of Services, 25(1), 47-51.
Chan, E., & Lam, D. (2013). Hotel safety and security systems: Bridging the gap between managers and guests. International Journal of Hospitality Management, 32, 202-216.
Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st-century business. Oxford: Capstone.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Halmaghi, E. (2018). The impact of marketing mix on customer satisfaction: A study of the Romanian hotel services. Annals of the University of Oradea: Economic Science, 1(2), 145-153.
Hotelstars Union. (2021). Hotel classification criteria 2021-2025. Retrieved from https://hotelstars.dk/media/ootbfwdx/hotelstars-union-2020-2025_english.pdf.
Johnston, R., & Clark, G. (2018). Service operations management: Improving service delivery. London: Pearson.
Kajornatthapol, P., Prayoon, A., & Kamolthip, K. (2023). Investigating the Social Entrepreneurial Intention among Thai Population. Asian Administration and Management Review, 6(2), 107-118.
Kajornatthapol, P., Siyaphat, S., & Sun, S. (2024). Influence of Online Reviews on Consumers' Hotel Booking Intentions in Thailand: Trust and Value as Mediating Factor. International Journal of Professional Business Review, 9(10), e04498.
Kotler, P., & Keller, K. (2016). Marketing management (15th ed.). London: Pearson.
Liu, X., Zhang, S., & Jiang, L. (2021). Wellness tourism and its impact on consumer satisfaction: The role of service quality and product innovation. Tourism Management Perspectives, 36, 100741.
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy. London: Pearson.
Mehrabi, J., Solani, D., Alemzadeh, M., & Jadid, M. (2013). Exploring the relationship between marketing mix and customer satisfaction: Case study of Saderat Bank in Kermanshah Province. International Journal of Academic Research in Business and Social Sciences, 3(9), 6990.
Minazzi, R. (2010). Hotel classification systems: A comparison of international case studies. Acta Universitatis Danubius. Œconomica, 6(4), 64-85.
Morrison, A. (2013). Marketing and managing tourism destinations. London: Routledge.
Nagle, T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing more profitably. London: Routledge.
Ottenbacher, M., Harrington, R., & Parsa, H. (2009). Defining the hospitality discipline: A discussion of pedagogical and research implications. Journal of Hospitality & Tourism Research, 33(3), 263-283.
Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Pine, J., & Gilmore, J. (1999). The experience economy: Work is theatre & every business a stage. Massachusetts: Harvard Business Publishing.
Srisa-ard, B. (2002). Preliminary research (7th ed.). Bangkok: Suriyasarn.
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Zeithaml, V., Bitner, M., & Gremler, D. (2018). Services marketing: Integrating customer focus across the firm. New York: McGraw-Hill.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
.png)
