The Influence of Price, Facilities Availabilities,Service Quality on Customer Satisfaction A Case Study of Hotel in Chiang Mai, Thailand
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Institusion
Universitas Bhayangkara Surabaya
Author
Ramadhan, Jaenal Panji
Subject
Marketing
Datestamp
2020-02-04 06:17:15
Abstract :
The tourism industry is a part of the economic sector which is one of the largest and fastest growing industries in the world. One of the ASEAN countries currently increasing the tourism industry sector is Thailand. The success of the tourism industry in Thailand is strongly influenced by various factors including the existence of hotels that are a place to rest for visitors from foreign countries and domestic visitors. For each guest or consumer, the price, facilities, and service quality factors become benchmarks in customer satisfaction. The existence of an appropriate price, adequate facilities, and good service will have an impact on the satisfaction felt by consumers. Positive consumer satisfaction will have an impact on increasing hotel room occupancy rates. The purpose of this study was to determine the influence of prices, facilities availabilities, and services on customer satisfaction in hotels both partially, simultaneously, and dominant effect. This study uses survey as the research instrument that takes samples from a population using a questionnaire as a data collection tool. The sample used was 100 respondents from Bossotel Chiang Mai customers. The analytical tool used in this study is the instrument test, classic assumption test, data analysis (multiple linear regression analysis, t test, F test and coefficient of determination (R2). The results show that price, facilities, and service quality have the effect on customer satisfaction simultaneously. For partial effect only occur in variable of price (19.96 percent), facilities (9.97 percent), and service quality (30.17 percent) on customer satisfaction with the study of the coefficient of determination (R2). Interestingly, the most dominant effect is service quality. Therefore, it indicates that the three variables have a contribution more than 60 percent to customer satisfaction.
The tourism industry is a part of the economic sector which is one of the largest and fastest growing industries in the world. One of the ASEAN countries currently increasing the tourism industry sector is Thailand. The success of the tourism industry in Thailand is strongly influenced by various factors including the existence of hotels that are a place to rest for visitors from foreign countries and domestic visitors. For each guest or consumer, the price, facilities, and service quality factors become benchmarks in customer satisfaction. The existence of an appropriate price, adequate facilities, and good service will have an impact on the satisfaction felt by consumers. Positive consumer satisfaction will have an impact on increasing hotel room occupancy rates. The purpose of this study was to determine the influence of prices, facilities availabilities, and services on customer satisfaction in hotels both partially, simultaneously, and dominant effect. This study uses survey as the research instrument that takes samples from a population using a questionnaire as a data collection tool. The sample used was 100 respondents from Bossotel Chiang Mai customers. The analytical tool used in this study is the instrument test, classic assumption test, data analysis (multiple linear regression analysis, t test, F test and coefficient of determination (R2). The results show that price, facilities, and service quality have the effect on customer satisfaction simultaneously. For partial effect only occur in variable of price (19.96 percent), facilities (9.97 percent), and service quality (30.17 percent) on customer satisfaction with the study of the coefficient of determination (R2). Interestingly, the most dominant effect is service quality. Therefore, it indicates that the three variables have a contribution more than 60 percent to customer satisfaction.
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