The Mediating Role of Satisfaction on Customer Relationship and Loyalty: A Case Study of Hotels’ Service in Songkhla
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Abstract
The purpose of this research was to examine the mediating role of satisfaction on the relationship between customer relationship management and the loyalty of tourists for hotels’ service in Songkhla Province. The sample was 400 Thai tourists from three districts staying at the top three hotels in Songkhla Province. A questionnaire was used as a research tool. The data were analyzed through the structural equation model and the results showed that it fitted the empirical data (=78.332, df=24, p=0.000, CFI=0.964, TLI=0.946, SRMR=0.033, RMSEA=0.078). The research results indicated that satisfaction played a complete mediation role between customer relationship management and the loyalty of tourists.
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