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DRIVERS OF CUSTOMER SATISFACTION IN NORTHERN THAILAND'S HOTEL INDUSTRY: THE MARKETING MIX AND SERVICE QUALITY FACTORS |
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| รหัสดีโอไอ | |
| Creator | Panturee WALAILAK |
| Title | DRIVERS OF CUSTOMER SATISFACTION IN NORTHERN THAILAND'S HOTEL INDUSTRY: THE MARKETING MIX AND SERVICE QUALITY FACTORS |
| Contributor | Pongwiritthon KAJORNATTHAPOL, Suthawan VEERAPONG |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2568 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 8 |
| Journal No. | 2 |
| Page no. | Article 10 |
| Keyword | Suthawan VEERAPONG, Service Quality, Customer Satisfaction, Hotel Industry, Thailand |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/280272 |
| ISSN | 2730-3683 |
| Abstract | This study examines the impact of the 7Ps marketing mix and service-related factors on customer satisfaction within the hotel sector in Thailand's Upper Northern Region. Data were collected from 400 respondents across nine provinces through structured questionnaires and analyzed using descriptive and inferential statistical methods. Results show high overall perceptions of the marketing mix (mean = 3.97), with personnel (mean = 4.32) and product (mean = 4.28) receiving the highest ratings, while distribution channels were rated moderately (mean = 3.40). Service factors were also rated highly (mean = 4.13), particularly employee personality (mean = 4.25) and training provision (mean = 4.19). Customer satisfaction was high overall (mean = 4.24), especially for reputation and image (mean = 4.35). Regression analysis showed that product, price, promotion, personnel, physical evidence, and process significantly influenced satisfaction, but distribution did not. Similarly, employee personality and training significantly predicted satisfaction, whereas customer relations did not. The research provides actionable insights for hotel managers to enhance service quality and optimize marketing strategies to improve customer satisfaction and gain a competitive edge. |
