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THE RELATIONSHIP AMONG MARKETING MIX, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF CHINESE TOURISTS TO BUDGET HOTEL OF CENTRAL BANGKOK |
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| รหัสดีโอไอ | |
| Creator | Yutian Xie |
| Title | THE RELATIONSHIP AMONG MARKETING MIX, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF CHINESE TOURISTS TO BUDGET HOTEL OF CENTRAL BANGKOK |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 123-142 |
| Keyword | Marketing mix, customer satisfaction, customer loyalty, budget hotel, central Bangkok |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Objective - The objective of this research was to The purpose of this research was to study the customer perception toward marketing mix (product, price, place, promotion, people, process and physical evidence), customer satisfaction and customer loyalty of budget hotel in central Bangkok Methodology - A quantitative study was adopted for collecting data. The 401 questionnaires are collected from Chinese tourists who ever stayed in budget hotel of Bangkok, Din Daeng, Huikhuang, Phayathai areas. Agreement level and Mutiple regression analyses are used for analyzing data. Finding - Customer perception toward product, people, process and physical evidence have a positive impact on customer satisfaction. Customer perception toward price, place and promotion has a negative impact on customer satisfaction. Customer satisfaction has a positive impact on customer loyalty. Practical implications -The target market of economy hotel industry should focus on young people age 20-30.bachelor's degree, income of over 2000 RMB/Month. The product strategy of budget hotel is to provide not only comfortable and clean guest room with variety of facilities but also pleasant atmosphere and security perception. Managers need to develop a unified management system improve the network reservation system, handle the registration courteously and efficiently, strengthening Room Service |
