SATISFACTION AND REVISIT GUEST OPPORTUNITY OF THE CUSTOMER USING SERVICES FROM AN ENVIRONMENTALLY FRIENDLY HOTEL COMPARED WITH NON-ENVIRONMENTALLY FRIENDLY HOTEL IN PRACHUABKHIRIKHAN PROVINCE

Abstract

The purpose of this research was to compare levels of customer satisfaction on service the hotel in Prachuabkhirikhan between environmentally friendly hotels and non - environmentally friendly hotels; to determine factors affecting level of customer satisfaction on services from environmentally friendly hotels and non - environmentally friendly hotels; and to reveal factors determining opportunity of revisiting environmentally friendly hotels and non - environmentally friendly hotels. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied from the 434 customers who completed the self-reported questionnaire. Data was analyzed by bivariate analysis, linear regression model analysis, and ordered Probit model analysis. Research findings revealed that levels of customer satisfaction on services received from environmentally friendly hotels were significantly higher than those of non - environmentally friendly hotels; factors that significantly affected the level of customer satisfaction on services received from environmentally friendly hotels were of perceived quality, perceived value, image; and overall customer satisfaction which in turn resulted in customer loyalty and repeat business. These results implied that the customer satisfaction on services from environmentally friendly hotels was higher than that of non – environmentally friendly hotel.