The Effect of Service Quality on Customer Loyalty of Hotel Business in Mahasarakham Province

Abstract

This research consists purposes were 1. to study the level of customer opinions regarding the service quality of hotel businesses in Mahasarakham Province 2. to study the level of customer opinions regarding loyalty to hotel businesses in Mahasarakham Province and 3. to investigate the service quality factors that affect customer loyalty to hotel businesses in Mahasarakham Province. This study employed a quantitative research approach, using a questionnaire as the research instrument. The sample consisted of 400 hotel service users in Mahasarakham Province, determined by W.G. Cochran’s formula at a margin of error of 0.05, using accidental sampling. Data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean, and standard deviation, along with multiple regression analysis. The findings revealed that: 1) the overall level of customer opinions regarding service quality was at the highest level (x̅= 4.31, S.D.= 0.639)  2) the overall level of customer opinions regarding loyalty was at a high level (x̅= 3.98, S.D.= 0.696) and 3) service quality in the dimensions of empathy (β = 0.550, t = 6.747) and assurance (β = 0.172, t = 2.106) positively affected customer loyalty at a significance level of 0.05. Therefore, it can be concluded that service quality enhances customer loyalty to hotel businesses, fosters greater customer loyalty toward hotel businesses, thereby contributing to the long-term success and sustainable growth of the hotel industry.