ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมการตลาดบริการของโรงแรมซีทูยู อุทัยธานี

Abstract

This quantitative research aimed to examine customer satisfaction with the service marketing mix of C2U Hotel, Uthai Thani. Data were collected using questionnaires from a convenience sample of 377 Thai customers who had used the hotel's services. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis to determine the factors influencing repeat usage and word-of-mouth recommendations. The study found that the majority of respondents were female, aged 31-40 years, working in company jobs, with an average monthly income of 20,000 baht or less, and mostly residing in the central region of Thailand. These customers preferred nature-based tourism. The primary motivation for choosing the hotel was room pricing, with most respondents having previously stayed at the hotel and deciding to return based on their own positive experiences. Overall customer satisfaction with the marketing mix was high. The satisfaction rankings from highest to lowest were as follows: personnel, process, distribution channels, price, product and service, and physical evidence. However, satisfaction with marketing promotion was moderate. The aspects of personnel, process, and physical evidence significantly influenced both repeat usage and word-of-mouth recommendations for C2U Hotel, Uthai Thani, at a 0.05 significance level.