Guidelines for creating customers’ loyalty to hotels in Nakhon Pathom Province

Abstract

This research aimed to study: 1) the factors of service quality, brand equity, and image affecting customers’ loyalty to hotels in Nakhon Pathom Province; and 2) guidelines for building customers’ loyalty to hotels in Nakhon Pathom Province. Mixed methods were used. The quantitative research sample was 190 customers of hotel services in Nakhon Pathom Province derived by simple random sampling. The data collection instrument was a questionnaire constructed by the researcher. The statistics used for data analysis consisted of frequency, percentage, mean, standard deviation, and stepwise multiple regression analysis. For qualitative research, data were collected by interviewing 5 executives and managers of hotels in Nakhon Pathom Province derived by purposive sampling. Data were analyzed by content analysis The research results showed that: 1. The factors affecting consumers’ loyalty to hotels in Nakhon Pathom Province were brand equity (X2), image (X3), and service quality (X1) with the predictive power at the percentage of 73.80. The equation could be presented as follows: Y^tot = -0.472 + 0.568** (X2) + 0.445** (X3) + 0.226** (X1) 2. The guidelines for creating customers’ loyalty to hotels in Nakhon Pathom Province were conducting customer needs analysis, improving service quality, providing promotion to attract customers and increase sales volume, and focusing on impression creation of all customers.