Service Quality Affecting Customer Loyalty in Hotel at 304 Industrial Estate in Prachinburi

Abstract

The objectives of this research were 1) to examine the level of customers’ perceptions regarding service quality and customer loyalty in hotels located in the Industrial Estate 304 area, Prachinburi Province 2) to compare customers’ expected service quality with their actual service experiences and 3) to examine aspects of service quality that affect customer loyalty in these hotels. This study employed a mixed-methods approach, collecting data through questionnaires from a sample of 335 hotel customers, derived from a total population of 1,264 rooms across eight hotels, and semi-structured interviews with a purposively selected sample from the same hotels. Data were analyzed using descriptive statistics, including percentages, means, standard deviations, and multiple regression analysis. The results revealed that 1) customers’ overall perceptions of service quality and loyalty were at the highest level, particularly in Responsiveness (=4.81) and Assurance (=4.75). Customer loyalty was also at the highest level, including overall hotel service quality evaluation (=4.72), intention to reuse the service (=4.57) and willingness to recommend the hotel to others (=4.55) 2) when comparing expectations with actual experiences, overall service quality exceeded expectations (=0.16), especially in Responsiveness (=0.24) and 3) The study on the impact of service quality on customer loyalty among business hotel guests in Industrial Estate 304, Prachinburi Province, found that all five dimensions of service quality significantly influence customer loyalty. The factors, ranked by influence, are: Responsiveness (Beta = 0.650, t = 12.35), Assurance (Beta = 0.630, t = 11.88), Empathy (Beta = 0.260, t = 5.12), Tangibles (Beta = 0.190, t = 4.01), and Reliability (Beta = 0.170, t = 3.55)