Service marketing mix affecting the decision making to stay in hotel’s Club Room in Pattaya, Chonburi

Abstract

          This study applies a quantitative research method with the objectives 1) to study the importance level of service marketing mix toward decision making to stay in hotel’s club room in Pattaya and 2) to study the factor of service marketing mix affecting the decision making to stay in hotel’s club room in Pattaya. The data was collected from 384Thai tourists who used to stay in hotel’s club room in Pattaya by using the closed-end questionnaireswith 5 level of Likert’s scale. The descriptive statistics were used to analyze the importance level of service marketing mix while the inferential statistics, Multiple Regression Analysis, was used to analyze the factors of service marketing mix affecting the decision making to stay in hotel’s club room.

          The result revealed that service marketing mix factor of person demonstrated highest importance level at 𝑥̅= 4.49, followed by factors of product and service, and process respectively. There were 4 factors of service marketing mix; person, price, process, and physical evidence, affecting the decision making to stay in hotel’s club room in Pattaya with significant level of .05. Hoteliers can apply the outcomes of this study to decide guidelines for developing strategies in response to attracting club room customers and increasing their competitive advantage.