Influential Driving Factors for Satisfaction, Relationship Quality, Word of Mouth and Customer Revisit of Using Hotel Services in Bangkok

  • อธิษฐาน สิริสุทธิ Independent Researcher
  • กิตติ เจริญพรพานิชกุล, ดร. Rangsit University
  • อัมพล ชูสนุก, ดร. Thongsook College
  • วิทย์ เมฆะวรากุล, ดร. Bangkok Thonburi University
  • สิริบุปผา อุทารธาดา, ผศ.ดร. Rajamangala University of Technology Phra Nakhon
Keywords: Perceived Emotional Value, Perceived Price Value, Service quality, Satisfaction, Relationship Quality, Word of Mouth, Revisit



The objectives of this research were to develop and validate a causal relationship model of Influential driving factors for satisfaction, relationship quality, word of mouth, and customer revisit of using hotel services in Bangkok. The researchers used quantitative methods, which involved empirical research. The research tool was a questionnaire to collect data from 421 customers who used hotel services in Bangkok. The statistics used in data analysis were frequency, percentage, mean, standard deviation, and structural equation model analysis.

It was found that the model was consistent with the empirical data. The goodness of fit measures was found as follows: Chi-square = 497.983 (df = 456, p–value = 0.085); Relative Chi-square (c2/df) = 1.092; Goodness of Fit Index (GFI) = 0.938; Adjusted Goodness of Fit Index (AGFI) = 0.910; and Root Mean Square Error of Approximation (RMSEA) = 0.015. It was also found that; (1) perceived emotional value, perceived price value, and service quality had a positive and direct influence on customer satisfaction; (2) perceived emotional value, perceived price value, service quality, and satisfaction had a positive and direct influenced on relationship quality; (3) satisfaction and relationship quality had a positive and direct influenced on customer word of mouth; and (4) satisfaction and relationship quality had a positive and direct influenced on customers’ revisit.



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