The Effects of Perceived Complaint Handling and Its Antecedents on Hotels Customer Loyalty in Pattaya City
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Abstract
In this research article, the researcher examines the impact of perceived complaint handling and its antecedents on the loyalty of hotel customers in Pattaya City. The mixed-methods research approach of quantitative and qualitative research was employed. In the quantitative research, field data were collected using the method of nonprobability sampling by selecting the members of the sample population using purposive sampling. The statistics used in the quantitative data analysis were mean and standard deviation. The Structural Equation Modeling (SEM) was also analyzed using a computer program. In the qualitative research, the technique of in-depth interviews was employed. The members of the sample population were selected using the method of purposive sampling. The research instrument was an unstructured interview form. The method of triangulation was used in data analysis as well as the technique of focus group interviews. The research instrument was an unstructured interview form.
Findings from the SEM analysis are as follows. The service quality of hotel businesses in Pattaya City positively affected the corporate image of the businesses at a statistically significant level. The service quality of the hotel businesses under study positively affected the loyalty of the customers using the services at a statistically significant level. The satisfaction of customers using the services of the hotel businesses positively affected the perceived complaint handling at a statistically significant level. The satisfaction of the customers using the services of the hotel businesses under study positively affected the loyalty of the customers at a statistically significant level. The perceived complaint handling of the customers positively affected the loyalty of the customers using the services of the hotel businesses under study at a statistically significant level.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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