The Service Marketing Mix and Customer Experience Management Related to Customer Satisfaction and Customer Loyalty of Grande Centre Point Hotels Group

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Published: Apr 9, 2018
Keywords:
Marketing Mix Experience Administration Loyalty

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พิมพ์ลภัส ณ.วิชัย Pimlabhat Na Wichai
อัจฉรียา ศักดิ์นรงค์ Atchareeya Saknarong,

Abstract

This research aimed to study the service marketing mix and customer experience management related to customer satisfaction and customer loyalty of Grande Centre Point Hotels group. The sample was foreigner customers who visited or stayed in the Grand Center Point at the total of 400 people. The questionnaire was constructed and use as the tool for collecting data. The data was statistically analyzed using percentage, mean, and standard deviation, the statistical hypothesis testing employed t-test, one way analysis of variance and Pearson product moment correlation coefficient.


     The results of hypotheses testing were as follow:


  1. The customers with different gender had satisfaction hotel services was better than the other hotels with statistical significance of .05 level.

  2. The service marketing mix on product, price and physical evidence was customer satisfaction in Grande Centre Point hotels group with statistical significance of.01 level.

  3. The service marketing mix in place, promotion, people and process were relationship with overall of customer satisfaction in Grande Centre Point hotel group of one direction at the lowest level with statistical significance of .01 level.

  4. The customer’s experience administration consisted of customer’s experience analysis, determining the structure of customer’s experience, experience design for hotel, front office design and created the innovation continuously related with overall of customer satisfaction in Grande Centre Point hotel group of one direction at the neutral levels with statistical significance of .01 level.

  5. The customer’s experience administration in determining the structure of customer’s experience related with overall of customer satisfaction in Grande Centre Point hotel group of one direction at the lowest levels with statistical significance of .01 level.

  6. The overall of customer satisfaction related with customer loyalty in Grande Centre Point hotel group of one direction at the neutral levels with statistical significance of .01 level.

Article Details

How to Cite
Pimlabhat Na Wichai พ. ณ., & Atchareeya Saknarong, อ. ศ. (2018). The Service Marketing Mix and Customer Experience Management Related to Customer Satisfaction and Customer Loyalty of Grande Centre Point Hotels Group. Dusit Thani College Journal, 11(2), 68–90. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/119875
Issue
Vol. 11 No. 2 (2017): Dusit Thani College Journal Vol.11 No. 2 May-August 2017
Section
Academic Article

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