Service Marketing Mix Affecting Customer Loyalty in Hotel Business of Tourists in Muang, Phitsanulok

Abstract

The objectives of this research were 1) to study tourists’ personal factors and hotel business’s service marketing mix (7P’s) and customer loyalty in using the service of hotels in  Mueang District, Phitsanulok Province, and 2) to compare customer loyalty in the hotel business in Mueang District, Phitsanulok Province, classified by personal factors, and 3) to study the service marketing mix affecting customer loyalty in the hotel business in Mueang District, Phitsanulok Province. A questionnaire was used as a research instrument to collect data from the sample of 385 tourists visiting Mueang District, Phitsanulok Province. Data were analyzed using statistics including percentage, mean, standard deviation, t-test, F-test and Multiple Regression Analysis The results of analyzing descriptive data showed that most of the sample was female, 31-40 years old, married person, graduated with a bachelor’s degree level, business owner, and earned annual income of 40,001-50,000 baht. The results of analyzing service marketing mix (7P’s) found that place, personnel, and process were at the highest level. In terms of customer loyalty, regular service and customer loyalty over the long term, and greater opportunity to use hotel service were at the highest level. 1) The results of analyzing inferential data showed that the sample with different occupation and income had different customer loyalty with a statistical significance level of 0.05, and 2) promotion, place, people, process, and product influenced customer loyalty with a statistical significance level of 0.05. All factors could jointly explain the 29.10% of the variation in customer loyalty and the remaining 70.90% of the variation was explained by other factors.