Marketing Mix Factors Influencing Customer Satisfaction in the Hotel Industry of Upper Northern Thailand
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Abstract
This study aims to investigate the influence of the marketing mix (7Ps) and service quality factors on customer satisfaction in the hotel industry in the upper northern region of Thailand. Data were collected through questionnaires administered to a sample of 400 respondents from Chiang Mai, Chiang Rai, Lamphun, Lampang, Phayao, Phrae, Nan, Mae Hong Son, and Tak provinces. The data were analyzed using both descriptive and inferential statistical methods. The results revealed that the overall perception of the 7Ps marketing mix was at a high level (mean = 3.97), with the personnel (mean = 4.32) and product (mean = 4.28) components receiving the highest average scores. In contrast, the place component (distribution channels) was rated at a moderate level (mean = 3.40). The overall perception of service quality was also high (mean = 4.13), with staff personality emerging as the most influential sub-factor (mean = 4.25). A causal analysis between the marketing mix and customer satisfaction indicated that product, price, promotion, personnel, physical evidence, and process had statistically significant effects on customer satisfaction (p < 0.05). However, the place factor did not demonstrate a statistically significant impact. These findings suggest that enhancing service quality, improving human resource management, and leveraging digital technologies can significantly increase customer satisfaction and competitiveness in the hotel sector.
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