Corporate Image, Brand Equity, and Customer Satisfaction in Service Marketing Mix as Influencers of Loyalty Levels: Chandrakasem Park Hotel Customers
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Abstract
This research aims to investigate 1) Perception level of corporate image, 2) Brand equity, 3) Satisfaction in service marketing mix, 4) Customer loyalty, and 5) The relationship between the level of corporate image perception, brand equity, and customer satisfaction marketing mix and its influence on customer loyalty. The sample was 397 customers. Data was collected through a questionnaire. Percentage, mean, standard deviation, Multiple Regression Analysis were applied by using SPSS. The research participants were mostly female sex, average age of 30 to 39 years old, achieved a Bachelor’s level of education, worked as state officials, and earned salaries of more than 30,0001 baht. Customers evaluated corporate image perception as very good, brand equity as good, satisfaction in service marketing mix as good, and loyalty as good levels. The findings show that the combined level of corporate image, brand equity, and satisfaction in service marketing mix significantly influenced all dimensions of customer loyalty. The factor that influenced customer loyalty the most was satisfaction in service marketing mix (β = 0.431). Followed by the level of corporate image (β = 0.294) and brand equity. (β = 0.132)
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