รูปแบบความจงรักภักดีของลูกค้าธุรกิจโรงแรมในกรุงเทพมหานครและปริมณฑล

Abstract

The objectives of this research are to 1) study the service quality has an effect on customer loyalty of hotel business in Bangkok Metropolis and Perimeters.  2) study the  service quality has a effect on customer satisfaction of hotel business in Bangkok Metropolis and Perimeters. 3) study the customer satisfaction has a effect on customer loyalty of hotel business in Bangkok Metropolis and Perimeters. 4) study the customer experience management has a effect on customer loyalty of hotel business in Bangkok Metropolis and Perimeters.  5) study the customer experience management influences customer satisfaction of hotel business in Bangkok Metropolis and Perimeters.  6) study the customer relationship management has an effect on customer loyalty of hotel business in Bangkok Metropolis and Perimeters. 7) study the customer relationship management   has an effect on customer satisfaction of hotel business in Bangkok Metropolis and Perimeters.  Finally, the research considers 8) to propose model of loyalty model of hotel business customer in Bangkok Metropolis and Perimeters. This study used quantitative and qualitative research methods. The research question is examined using a sample of the businessmen, Thai tourists, and foreign tourists who used hotels, which are more than 300 rooms in Bangkok Metropolis and Perimeters.  The total sample size was 550 people. The instrument of this research was questionnaires with the accuracy and the reliability of 0.95 to analyze the data and statistical analysis including percentage,  arithmetic mean, frequency, and standard deviation. The statistic and inferential statistics include correlation, Kaiser-Meyer-Olkin Measure of Sampling Adequacy, Bartlett’s Test of Sphericity and structural equation analysis.  The key findings include a service quality was indirect relationship on customer loyalty and customer satisfaction has mediating effect on the relationships between service quality and customer loyalty. Service quality has positive affect and direct relationship on customer satisfaction. Customer satisfaction has positive relationship and has significant impact on customer loyalty. The customer experience management has positive affect and has direct relationship on customer loyalty. The customer experience management has positive affect and direct relationship on customer satisfaction. The customer relationship management has also positive affect and direct relationship on customer loyalty. The customer relationship management has positive affect and direct relationship on customer satisfaction. The causal model for loyalty model of hotel business customers in Bangkok Metropolis and Perimeters, shows the factors that effect to customer loyalty of hotel customer which more than 300 rooms in Bangkok Metropolis and Perimeters are service quality, customer experience management and customer relationship management. The following results also consistent with the previous findings of the qualitative interviews.