| dc.description.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. | en_US |
