THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY TOWARD CUSTOMER SATISFACTION OF HOTEL INDUSTRY IN THAILAND

Abstract

This study examines how brand image and service quality affect hotel customer satisfaction in Thailand. This quantitative study uses questionnaires. This study's sample includes 384 current customers from Bangkok's three-star hotels. Sample size and design are crucial when selecting a sample. 384 hotel guests were sampled between July and September 2022 using the Cochran Formula. Descriptive statistical analysis uses frequency, mean, standard deviation, percentage, and multiple regression inferential statistics. Brand image, service quality, and customer satisfaction were studied. Demographics included age, gender, education, field experience, and village. 36.2% were 56-65, 28.6% 46-55, and 17.7% 36-45. This study examined how brand image and service quality affect Thai hotel customers. Independent variables explain 65.8% of customer satisfaction variability, and brand image action characteristics predict customer satisfaction. Service quality predicts customer satisfaction, according to the findings. Reputation management, web-based onboarding, virtual training, and self-service tech will attract and retain smart employees. Thailand attracts millions. Consumer attitude and purchase intention determine brand image and equity in this study. Independent variables account for 65.8% of customer satisfaction variability and brand image characteristics in action are more important than service quality and customer satisfaction characteristics. Co-creation, social worth, usage tendency, and brand potency affect customer engagement with brand pages. Learning from within motivates guests more than advertising, discounts, location, property environment, accommodation atmosphere, pricing strategy, connection activities, room size, dining options, and free morning incentives. Thailand promotes creative tourism and leads in ICT. The Chulalongkorn University Research Project on Creative Tourism combines science, social science, and the humanities. Recent studies include environmental management and hotel business English. Hotel brand image affects corporate image, financial performance, occupancy, average price, revenue, and profitability. -management, social awareness, relationship skills, and responsible decision-making. This study found that image affects hotel customers' brand perceptions. Service quality affects hotel operations and customer satisfaction. Brand image improves customer satisfaction and indirectly service quality. The study shows managers how brand image affects customer satisfaction, love, and loyalty. Industry-wide research should examine perceived value, brand identity, and other impact determinants.