Path analysis to identify factors influencing customer loyalty of Green Hotel and Resort in Thailand

Phairhoote Phiphopaekasit; Suang-I Anunthawichak

doi:10.53730/ijhs.v6nS4.6244

Authors

Phairhoote Phiphopaekasit
proj76@gmail.com
King Mongkut’s University of Technology North Bangkok, Thailand
Suang-I Anunthawichak King Mongkut’s University of Technology North Bangkok, Thailand

Keywords:

path analysis, customer loyalty, customer satisfaction, corporate image, customer expectation, Green hotel and resort

Abstract

The objective of this study is to analyze the direct effects of customers loyalty, and the factors affecting customer loyalty to green hotels and resorts in Thailand. Indeed, the Green Hotel and Resort in Thailand is facing challenges in customer loyalty and customer satisfaction. This study is based on stratified sampling and the questionnaire was filled by the customers of the hotel, and the sample size for this research was 500. This study concludes that there is a significant role of corporate image, perceived value, customer expectation, and customer loyalty in customer satisfaction. Furthermore, this study highlights that to improve the customer satisfaction for the Green Hotel and Resort, it is important to consider the role of these influencing factors to increase customer satisfaction by providing them with values. Also, this study has the managerial implication that is necessary and based on finding to enhance customer satisfaction for better performance.

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