The Causal Factors of Service Marketing Mix Strategy Affecting Service Quality and Service Loyalty The Hotel and Resort in The Area Amphoe KhaoKho Phetchabun
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Abstract
The purpose of this research were 1) was to study factors Service Marketing Mix Strategy, Service Quality, affecting Customer Loyalty of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun, 2) was to study influence of factors of Service Marketing Mix Strategy and Service Quality affecting Customer Loyalty of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun, This research design consisted of a combination both of qualitative and quantitative research. The samples used in the qualitative research were 5 people, including entrepreneurs or executives of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun, stakeholders to include business consisted of academics, luminaries or experts. The instrument was used to collect data were interviews and the qualitative data analysis used content analysis. The sample of the quantitative was the Customers of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun. The group sampling was selected 400 of customers The instrument was used to collect data were questionnaires. The statistical analysis were mean, standard deviation and stepwise multiple regression analysis were as: The research findings were as follows: 1)The result of the first objective: the causal factors influenced Customer Loyalty of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun. Include 2 factors among 14 indicators, which consists of; Service Marketing Mix Strategy which consists of Product or Service, Price, Place or Distribution, Promotion, Process of Service, People Physical Evidence, Perceived Brand, Image of hotel and resort 2)The results of the second objective: and Service Marketing Mix Strategy effect to Service Quality; Service Marketing Mix Strategy and Service Quality effect to Customer Loyalty of Hotel and Resort in The Area Amphoe KhaoKho Phetchabun at the statistical significant level of 0.05
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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