Perceived Image and Service Quality Affecting Thai Tourists’ Loyalty of Three - Star Hotels at Hatyai District in Songkhla Province

Main Article Content

Pimjai Limwattana
Orachan Sirichote
Nitchakarn Noourai

Abstract

This research article aimed 1) to examine perceived image affecting Thai tourists’ loyalty of three - star hotels at hatyai district in songkhla province and 2) to investigate the perceived service quality affecting Thai tourists’ loyalty of three - star hotels at hatyai district in songkhla province. The sample samplings was conducted from four hundred Thai tourists using the services of three - star hotels at hatyai district in songkhla province. A questionnaire was employed as the data collection instrument. The statistics for data analysis were frequency, percentage, mean, standard deviation, and Multiple Regression Analysis. The results indicated that the perceived image, location, security, and social responsibility positively affecting on Thai tourists’ loyalty of three - star hotels at the overall were statistically significant at .05 level and the perceived service quality in objectiveness, confidence, caring, and reaction positively affecting Thai tourists’ loyalty of three - star hotels at the overall were statistically significant at .05 level. Meanwhile, the reliability did not affect Thai tourists’ loyalty to three - star hotels at the overall.

Article Details

How to Cite
Limwattana, P., Sirichote, O., & Noourai, N. (2020). Perceived Image and Service Quality Affecting Thai Tourists’ Loyalty of Three - Star Hotels at Hatyai District in Songkhla Province. Parichart Journal, 33(2), 85–99. Retrieved from https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/214520
Section
Research Articles

References

Hanburut, P. (2014). Image and service quality hotel affect foreign tourists’ intentions to revisit mid-sized hotels in Bangkok. Master’s degree Research. Bangkok: Bangkok University. (in Thai)

Jaturongkul, A. (1996). Consumer behavior. Bangkok: Thammasat University. (in Thai)

Waranusuntikul, S. (2003). Social psychology: Theories and applications. Bangkok: SE – ED Book Center. (in Thai)

Noppaket, R. (1997). Psychology for learning. Bangkok: Prakaaypruek. (in Thai)

Kotler, P. (2000). Marketing management. New Jersey: Prentice - Hall. (in Thai)

Avakul, W. (1998). Public relations technics (2nd ed.). Bangkok: Chulalongkorn University Book Center. (in Thai)

Srisen, P. (2001). Customer expectation of service quality in outpatient department of Siriraj hospital, faculty of Siriraj medicine, Mahidol University. Master’s degree Thesis. Bangkok: Mahidol University. (in Thai)

Sirichote, O. (2013). Service marketing. Songkhla: Namsilp Advertising. (in Thai)

Saetae, P. (2012). Factors influencing loyalty in the use of private dental clinic services by consumers in Bangkok metropolis. Master’s degree Thesis. Bangkok: Ramkhamhaeng University. (in Thai)

Lorpraditpong, N. (2006). Customer satisfaction survey handbook. Bangkok: Prachumtong Printing Group. (in Thai)

Oliver, R. L. (1997). Satisfaction: a behavioral perspective on the consumer. New York: McGraw - Hill. (in Thai)

Chouyboonchoo, N., Sirichote, O., & Noknoi, C. (2019). Effects of Technology Acceptance and Service Quality on Customer Loyalty for Electronic Banking. Economics and Business Administration Journal Thaksin University, 11(4), 31-52. (in Thai)

Soonsan, N., & Sirirak, S. (2018). Linking online communication, hotel image, and customer loyalty in small and medium hotels. The Journal of Social Communication Innovation, 6(1), 41-58. (in Thai)

Jaikeaw, K. (2016). Trip quality and destination image factors affecting satisfaction and behavioral intention of Thai tourists travelling in Thailand. Master’s degree Research. Bangkok: Bangkok University. (in Thai)

Suersuri, T. (2014). Factors affecting the services quality towards trust, satisfaction, word of mouth, and revisit intention of the 5-star hotel. Master’s degree Research. Bangkok: Bangkok University. (in Thai)

Sirisuthi, A. (2017). The Influences of Perceived Emotional Value, Perceived Price Value, and Service Quality on Satisfaction, Relationship Quality, Word of Mouth and Revisit of Using Hotel Services in Bangkok. Master’s degree Research. Bangkok: Bangkok University. (in Thai)

Rrungsri, R. (2017). Social and cultural perspective perceived service quality and customer experience affecting loyalty to revisit intension at cultural resort at Koh Samui, Surat Thani province. Master’s degree Research. Bangkok: Bangkok University. (in Thai)