A Study of Service Marketing Mix, Service Quality, and Brand Reputation Intention use the Hotel Services: A Case Study of 5 Star Hotel in Bangkok

Abstract

This study aims to explore the impact of the factors that influence customers intention to use the hotel service. The three independent variables of this study are service marketing mix, service quality, and brand reputation. The sub-variables of service marketing mix factors include product, price, place, promotion, people, process, and physical evidence. The sub-variables of service quality factors include tangibility, reliability, and assurance. The sub-variables of brand reputation factors include loyalty, trust, and quality. The dependent variable of this study is the customer intention to use the hotel service. Quantitative research was used for the collection of the data for this research. A total of 200 responses were collected through convenient sampling, which included 152 female, 43 male and 5 who prefer not to say their gender were vacationers, and business travelers. Online questionnaires were sent out to the respondents, which comprises multiple-choice questions for demographic data and a five-point Likert scale for questions regarding both independent and dependent variables. The data analysis methods used were descriptive statistics and multiple linear regression analysis. The research findings of this study revealed that service marketing mix does not support the hypothesis, whereas the service quality and brand reputation support the hypothesis and have an influence the on intention to use 5 star hotel service in Bangkok.