The Relationship among Experiential Marketing, Customer Value, and Customer Loyalty of Generation Y Group in Hotel Business.
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Abstract
The purpose of this study is to investigate experiential marketing, the value received by customers, and loyalty, as well as to examine the relationships between experiential marketing and loyalty, and between customer value and loyalty among Generation Y customers in the hotel industry. The sample consists of 400 hotel guests aged between 22 and 41 years, representing Generation Y, who stayed in 4- and 5-star hotels in Thailand. A questionnaire was employed as the data collection tool. The findings reveal that most respondents have a high level of positive perception towards experiential marketing, particularly in terms of sensory experiences provided by the hotels, which significantly contribute to positive and memorable stay experiences. Regarding customer value, Generation Y customers perceive high-quality value from the service standards offered by 4- and 5-star hotels. In terms of loyalty, respondents express positive attitudes and intentions to revisit these high-standard hotels in the future. The results of the hypothesis testing indicate that both experiential marketing and the value received by customers have a moderately positive relationship with customer loyalty among Generation Y, with a significant correlation at the 0.01 level (sig. = 0.000).
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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