Relationship between Perceptions of Service Quality and Customer Loyalty of Budget Hotels in Chiang Mai

Main Article Content

Beaunisha Buddhakerd Tipparat Laohavichien

Abstract

This research aimed to study demographic characteristics, perceptions of service quality, and loyalty of the customers of budget hotels. Data were collected from 400 budget hotel customers in Chiang Mai Province by questionnaires. The results showed that the perception of service quality was high whereas the level of customer loyalty was moderate. In addition, customers with different levels of income, occupation and the length of stay had different levels of loyalty at 0.05 statistically significant level. Furthermore, the perceptions of service quality were significantly correlated with customer loyalty at 0.01 level.   

Keywords

Article Details

Section
Research articles

References

Alrubaiee, Laith and Al-Nazer, Nahla. (2010). “Investigate the impact of relationship marketing orientation on customer loyalty: The customer's perspective.” International Journal of Marketing Studies, Volume 2, 155-174.
Fongsri, Pisun. (2009). Building and developing research tools. Bangkok: Sutthakarn Printing
Hafeez, Samraz and Muhammad, Bakhtiar. (2012). “The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: Evidence from Banking Sector of Pakistan.” International Journal of Business and Social Science, Volume 3, 200-209.
Jenpungphon, Jirat. (2012). "Analysis of customer satisfaction and loyalty of budget hotels with ECSI model." 2nd National Graduate Studies Conference 2012. Real Estate Business Administration Group: Faculty Commerce and Accounting Thammasat University. 573 - 590.
Kasikorn Research Center. (2015). Expect the year of 2015 hotels to grow by 7.1-10.0%, but still have to keep an eye on the slowdown of Russian and European tourists. Including intense competition among entrepreneurs. Retrieved from: https://www.kasikornresearch.com/th/k-econanalysis/pages/ViewSummary. aspx?docid=33593. February 18, 2016.
Kasikorn Research Center. (2016). In the year of 2016, the hotel business grew 4.7-6.0 percent. Foreign investment. Retrieved from: https://www.kasikornresearch.com/ TH/KEconAnalysis/Pages/ViewSummary.aspx?docid=35006. February 18, 2016.
Kasper, Hans, Helsdingen, Piet van and Gabbott, Mark. (2006). Services marketing management : a strategic perspective. 2nd ed. Chichester, West Sussex : John Wiley & Sons.
Kitlertpairot, Weerarat. (2006). Service business marketing. Bangkok: SE-EDUCATION Public Company Limited
Lovelock, Christopher and Wirtz, Jochen. (2011). Services Marketing : people, technology, strategy. (7th ed). Prentice Hall : Pearson.
Malik, Muhammad Ehsan, Naeem, Basharat and Nasir, Abdul Mohsin. (2011). “Hotel service quality and brand loyalty.” Interdisciplinary Journal of Contemporary Research in Business, Volume 3, 621-629.
Parasuraman, A., Zeithaml, Valarie A. and Berry, Leonard L. (1985). “A conceptual model of service quality and its implications for future research.” Journal of Marketing, Volume 49, 41-50.
Parasuraman, A., Zeithaml, Valarie A. and Berry, Leonard L. (1988). “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing, Volume 64, 12-40.
Parasuraman, A., Zeithaml, Valarie A. and Berry, Leonard L. (1991). “Refinement and reassessment of the SERVQUAL scale.” Journal of Retailing, Volume 67, 420-450.
Phongsathaporn, Somwong. (2007). Non-secret marketing services. Bangkok: UBCL Books
Prasitrathasin, Suchat. (2007). Social science research methods. Bangkok: Sam Lada
Rashid, Intan Maizura Abd, Rani, Mohd Juraij Abd, Yusuf, Bibi Noraini Mohd and Shaari, Mohd Shahidan. (2015). “The impact of service quality and customer satisfaction on customer’s loyalty: evidence from fast food restaurant of Malasia.” International Journal of Information, Business and Management, Volume 7, 201-258.
Srivastava, Medha, and Rai, Alok Kumar. (2014). “An investigation into service quality-customer loyalty relationship: The moderating influences.” Decision, Volume 41, 11-31.