THE INFLUENCING EFFECT OF THE SERVICE MARKETING MIX (7PS) AND CUSTOMER SATISFACTION ON BRAND TRUST: HOTEL INDUSTRY IN THAILAND
Keywords:Service Marketing Mix 7Ps, Customer Satisfaction, Brand Trust, Hotel Industry in Thailand
Thailand is one of the very famous tourist destinations for tourist around the world. Each year Thailand welcomes so many millions of tourists who visit the country and generate a lot of income for the nation. The hospitality industry is a very significant service sector, which included tourism, restaurant, hotel business, and other service businesses. These businesses are the main income of Thailand. The hotel business is the main business of the hospitality industry and it will be the area of study in this research. As the competition in the hotel industry in Thailand is very fierce then every hotel needs to provide the best service to satisfy their customers. The 2 factors between service marketing mix 7Ps and customer satisfaction were chosen to study and investigate the effect on customer brand trust. Data collection was done with the customers who stay at the hotel and use other services during their stay. The data was collected in 4 famous tourist destination cities in Thailand namely Bangkok, Chiang Mai, Pattaya, and Hua Hin. A sample of 435 customers participated in this research and the data was analyzed by using structural equation modeling (SEM). The conceptual framework was designed and presented in this study to explain the relevant factors on hotel customer brand trust. The result shows that both factors (service marketing mix and customer satisfaction) influence customer brand trust of the hotel that they chose to purchase and stayed but customer satisfaction has a higher level of influence than service marketing mix. However, both factors are very important for the hotel's performance, which owner and management need to seriously focus on and monitor to bring success to their business.
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