Factors Affecting Customer Loyalty of Centara Hotel Hat Yai
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to study 1) the level of customer loyalty, image, the perceived value of Centara Hotel Hat Yai, and 2) factors affecting customer loyalty to the hotel. The sample was 400 Malaysian and Singaporean customers. The collected data was analyzed using the SPSS in computing percentage, standard deviation, Pearson correlation coefficient, and stepwise multiple regression analysis.
The results revealed that 1) the overall image of the hotel was rated “highest” in almost every aspect, while that of perceived value and loyalty was “high”. 2) The relationship between all predictive variables and criterion variables was statistically significant at the .01 level, ranging from .238 to .641. 3) A specific dimension of the stepwise multiple regression analysis showed that there were three factors affecting customer loyalty to the hotel: employee image (X11), perceived price value (X21), and perceived social value (X24). The coefficient of multiple (R) is .685 and the predictive power is 46.9%. The overall result showed that only one factor contributing to the costomer loyalty was the perceived value (X2) with the coefficient of multiple (R) of .641and that of the predictive power of 41.0%.
Article Details
All submitted articles are subject to academic validation by qualified experts (peer review). The opinions expressed in each article of this publication are those of the authors themselves. The editorial board holds no responsibilities on them and does not reserve the copyright for academic use with the condition that the reference of their origin is cited.
References
Ali, F., Hussain, K., & Ragavan, N. (2014). Memorable customer experience: Examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Retrieved from http://dx.doi.org/10.1016/j.sbspro.2014.07.296
Bangkokbiznews. (2017). Tourism trends in Hat Yai. Retrieved from http://www.bangkokbiznews.com/news/detail/739896 [in Thai]
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Centara Hotel Hat Yai. (2017). Information of Centara Hotel Hat Yai. Retrieved from https://www.centarahotelsresorts.com/th/centara/chy/ [in Thai]
Chaikote, N. (2014). Corporate images and the quality of service impacting the loyalty of customers of the government savings bank, Bang Khae zone (Master’s thesis). Silpakorn University, Bangkok. [in Thai]
Chongngam, M. (2016). Customers loyalty to Amari Donmuang Hotel. Dusit Thani College Journal, 10(2), 229-237. [in Thai]
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets. Journal of Business & Industrial Marketing, 17(2/3), 107-118.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11-12), 1762-1800.
Hussein, A. S., Hapsari, R. D., & Yulianti, I. (2018). Experience quality and hotel boutique
customer loyalty: Mediating role of hotel image and perceived value. Journal of Quality Assurance in Hospitality & Tourism, 19(4), 442-459.
Jaichansukkit, P. (2012). Knowledge of Image: Image composition. Retrieved from https://www.gotoknow.org/posts/71706 [in Thai]
Jefkins, F. (1993). Planned press and public relations (3rd ed.). Great Britain: Alden Press.
Kongjitrapa, V. (2015). Perceived values of price service quality and trust factors affecting the loyalty towards street food restaurant of customers in yoowarat (Master’s thesis). Bangkok University, Bangkok. [in Thai]
Kotler, P. (2000). Marketing management. New Jersey: Prentic -Hall Seyedhossein Nikou.
Kotler, P., & Keller, K. L. (2012). Maketing management (14th ed.). Upper Saddle River, NJ.: Prentice Hall.
Maghsoodi Tilaki, M. J., Hedayati Marzbali, M., Abdullah, A., & Bahauddin, A. (2016). Examining the influence of international tourists’ destination image and satisfaction on their behavioral intention in Penang, Malaysia. Journal of Quality Assurance in Hospitality & Tourism, 17(4), 425-452.
Oliver, R. L. (1999). Whence consumer loyalty. The Journal of Marketing, 63(1) 33-44.
Pandža Bajs, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral
intentions: The example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1), 122-134.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value -loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168-740.
Pike, S. (2004). Destination marketing organisationg. Amsterdam, Netherlands: Elsevier.
Pimonsindh, P. (2008). Research for public relations (6th ed). Bangkok: Four Printing.
Prachachat Online Business. (2017). Tourists decreased impact on hotel business and early retirement employees. Retrieved from https://www.prachachat.net/local- economy/ [in Thai]
Pummapanth, N. (2018). The effects of customer perceived quality on customer loyalty four and five star hotel. Romphruek Journal Krirk University, 36(3), 204-224. [in Thai]
Ranabhat, D. (2018). Customer loyalty in business: Views of students of Centria University of Applied Sciences (Master’s thesis). Centria University of Applied Sciences, Finland
Ratanavirakul, K. (2008). Why Hotels Fail?. Bangkok: Advanced Hospitality Consultant.
Robbins, S. P. (2003). Organizational behavior (10th ed.). Englewood Cliffs, NJ.: Prentice-Hall.
Robinson, S., & Etherington, L. (2006). Customer loyalty: A guide for time travelers. New York: Palgrave Macmillan.
Roig, J. C. F., Garcia, J. S., Moliner, M. A., & Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266-283.
Sachukorn, S. (2011). Excellent service (6th ed.). Bangkok: Saithan. [in Thai]
Sinjaru, T. (2014). Research and statistical analysis by SPSS and AMOS (15th ed.). Bangkok: S.R. Printing Mass Product. [in Thai]
Sittichai, S., & Khunon, S. (2015). Measuring customer loyalty for hotel industry. Executive
Journal, 35(1), 64-71. [in Thai]
The Securities and Exchange Commission, Thailand. (2018). Annual Central Plaza Hotel public company limited 2014. Retrieved from https://market.sec.or.th/public/idisc/th/Viewmore/fs-r561?unique&searchSymbol=CENTEL [in Thai]
Yaibuathet, T. (2013). The effect of satisfaction in service quality towards finance and securities company’s brand loyalty in Bangkok (Master’s thesis). Bangkok University, Bangkok. [in Thai]
Yamane, T. (1967). Statistics an introductory analysis (2nd ed.). New York: Harper and Row.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services marketing: Integrating customer focus across the firm (5th ed.). Boston: McGraw-Hill Irwin.