Factors Influential to Customers' Decision to Use Services Provided by Five-star Hotels in Bangkok
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Abstract
The objective of this research was to study 1) personal factors of customers who used services provided by five-star hotels in Bangkok. 2) compare factors influential to their decisions based upon their factors. This quantitative research employed a set of questionnaires reliability of 0.86 validated by experts. Samples were 400 customers who decided to choose the Five Star Hotels in Bangkok. Statistics used to analyze the data included percentage, mean, standard deviation, one-way ANOVA. The results showed that the mean score related to factors for choosing the Five Star Hotels, in general, were at a high level ( = 4.26). When considering in a separate aspect, the tangible aspect of services was at the highest level, carefulness was at a high level, confidence in services was at a high level, reliability was at a high level, response to customer's need was at a high level, respectively. The comparison of factors influencing the decision to use services based upon respondent's factors showed that customers with different sexes, ages, marital status, education, occupation, and income had different decision to use the services provided by Five Star Hotels with statistical significance at the level of 0.05.
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