Impact of Customer New Expectations on Hotels’ Market Segmentation Hotel Business in the Province of Petchaburi (Cha-am)

Abstract

The primary objectives of the study were to investigate the relationships between customization-based customers’ expectations and their perceptions of delivered services and also to identify customization-based market segments.  Stratified and systematic random sampling methods were used to select 264 guests of hotels of varying grades (1-5 star rating system), resulting in 198 responses. A questionnaire was utilized as a data-collection instrument.  The data were analyzed with one-way analysis of variance (ANOVA), paired sample T-test, and cluster analysis. The findings showed that the expectations of customization-based customers were higher than the overall mean of all customers’ expectations. Cluster analysis identified three distinct segments of hotel customers: (1) younger businessmen-young energetic executives who are interested in service-oriented luxury hotels, (2) modern ladies who choose hotels based on low cost (thrift)), and (3) young singles-trendy young people who emphasize luxury hotels that offer attractive ambience. 

            Based on statistical analysis, the results show that customers’ customization expectations do not vary with gender, occupation, marital status, and trip.  However, such expectations vary with education level, age, monthly income, purpose of the trip, information search, and hotels’ ratings. In addition, there is no difference in customers' expectation and their perceptions of services received.   Overall, the findings support the SPRA model, which emphasizes service process, customer recognitions, and hotel ambience. These components should lead to satisfaction and loyalty, consistent with customers’ expectations.