Factors Influencing Satisfaction and Hotel Loyalty of Consumers in Khonkean

Main Article Content

Tanawut Prakobpol

Abstract

The objectives of this research are to study 1) the factors influencing hotel consumer satisfaction in Khon Kaen Province, and 2) the factors influencing hotel consumer loyalty in Khon Kaen Province. This research was a survey research. The sample was 400 consumers who used to use services of hotels in Khon Kaen Province, arisen from simple random sampling. The data collection tool was a structured questionnaire. Content validity and reliability were tested with Cronbach's Alpha coefficient, equal to 0.842. The statistics used in the data analysis were frequency distribution, percentage, arithmetic mean, standard deviation and multiple regression analysis.


            The results found that (1) service quality and the cost-effectiveness influenced the hotel consumer satisfaction in Khon Kaen Province, and (2) service quality, price worthwhileness and satisfaction influenced hotel consumer loyalty in Khon Kaen Province.

Article Details

Section
Articles