Factors Influencing Customers Loyalty toward Luxury Hotels: A Case Study of Foreign Tourists in Bangkok

Abstract

The purpose of this study was to investigate convenience, digital media engagement, price value, reputation, customer service experience and membership program influencing customer loyalty toward luxury hotels of foreign tourists in Bangkok. The close-ended survey questionnaires were applied to gather the data from 220 foreign tourists who stayed in luxury hotels in Bangkok. The findings showed that most respondents were female foreign tourists, whose ages ranged between 31-40 years old and traveled from Asia. Most of them completed a bachelor’s degree, worked as company employees, and earned a monthly income of $2,001-2,500 USD. Additionally, the results revealed that membership program, reputation, and digital media engagement were the factors influencing customer loyalty toward luxury hotels of foreign tourists in Bangkok at the significance level of .05. On the other hand, convenience of the reservation process, convenience of the hotel facilities and operations, price value, and customer service experience did not have an influence on customer loyalty toward luxury hotels of foreign tourists in Bangkok.