Model of Customer Loyalty for Homestay Entrepreneurs in Ratchaburi Province

Abstract

This study aims to develop and validate a structural model of customer loyalty for homestay entrepreneurs in Ratchaburi Province, Thailand, by examining the relationships among the service marketing mix, customer satisfaction, and customer loyalty. A quantitative research approach was employed, and data were collected from 360 homestay entrepreneurs using a structured questionnaire. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results reveal that the service marketing mix has a significant direct effect on customer satisfaction and customer loyalty. In addition, customer satisfaction has a significant direct effect on customer loyalty. The findings also indicate that customer satisfaction partially mediates the relationship between the service marketing mix and customer loyalty. The overall model demonstrates an excellent fit with the empirical data, confirming the validity of the proposed structural relationships. The study highlights the importance of effectively managing service marketing mix elements, particularly people, process, and physical evidence, in enhancing customer satisfaction and fostering long-term customer loyalty in the homestay tourism context. The findings provide practical insights for homestay entrepreneurs and contribute to the literature on service marketing and tourism management in provincial destinations in Thailand.