The Influence of Service Quality and Marketing Mix on Service Usage Decisions at Centara Hotel, Hat Yai, among Generation Y Customers
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Abstract
This study aimed to: (1) examine the effect of service quality on service usage decisions at Centara Hotel, Hat Yai, among Generation Y customers, and (2) investigate the effect of the marketing mix on their service usage decisions. This research employed a quantitative approach. The sample consisted of 400 Generation Y customers who had previously used services at Centara Hotel, Hat Yai, selected using purposive sampling. Data were collected through a structured questionnaire administered via Google Forms. The instrument was tested for content validity and reliability according to statistical criteria. Data were analyzed using descriptive statistics and inferential statistics, specifically multiple regression analysis. The findings revealed that: (1) All five dimensions of service quality—tangibility, reliability, responsiveness, assurance, and empathy—had a statistically significant positive effect on service usage decisions at the 0.01 level. Reliability was the most influential factor, followed by tangibility and empathy, respectively. (2) All seven elements of the marketing mix—product, price, place, promotion, people, process, and physical evidence—also had a statistically significant positive effect on service usage decisions at the 0.01 level. Product was the most influential factor, followed by price and physical evidence, respectively.
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