FACTORS AFFECTING CUSTOMERS SATISFACTION ON ORDINARY HOTELS AND BOUTIQUE HOTELS

Abstract

The purposes of this research were to compare customer satisfaction of ordinary hotels and boutique hotels; and to study the factors affecting level of satisfaction of those customers. Conceptual framework was based on American Customer Satisfaction Index model. Stratified sampling technique was applied to select 250 customers from ordinary hotels and boutique hotels in Thailand to answer self-reported questionnaire. Data were analyzed by bivariate analysis and structural equations model. Research findings revealed that the boutique hotels customers were significantly more satisfied than those of ordinary hotels; and perceived value and perceived image had significant positive impacts on customer satisfaction. These results implied that if hotel owners would like to improve the customers' satisfaction in order to make them re-visit the hotels again, they could replicate similar strategy as boutique hotels by focusing on the service quality, security, personal need, and facilities, respectively. Moreover, enhancing customers' image perception, such as an easy to recognize hotel's name and good reputation of the hotel, should also be emphasized.