Customer Satisfaction Evaluation by Using Service Marketing Mix Model: A Case Study of Budget Hotel at Rayong Province, Thailand

The objective of this research is finding the variables which effect on customer satisfaction of budget hotel by using service marketing mix model in Rayong Province of Thailand. The service marketing mix model has 7 customer satisfaction dimensions such as product, price, place, promotion, people, physical evidence and process. The results find that product dimensions, the clear room number, having a door chain, quality furniture and reasonable room size are considered by customers and give the customer satisfaction. Price dimensions consist of reasonable room rate, reasonable key card deposit rate, reasonable laundry price and reasonable food and beverage prices which are main parameters for customer satisfaction of budget hotel. Place dimensions consist of hotel located in the community, comfortable travel location, leisure environmental location and room reservation through agents are important parameters for customer satisfaction. Promotion dimensions consist of give a recommended promotions by employees, hotel has regular promotions, promotion offer through social application and get information from the media are main parameters for customer satisfaction. People dimensions consist of staff provide complete information, assistive staff efficiency, has enough security staff and solved the problem quickly are main parameters for customer satisfaction. Physical evidence dimensions are has enough CCTV, clear fire escape signs, has fire protection system and cleanliness in the room are main parameters for customer satisfaction. Process dimensions are key card system for door opening, has suitable breakfast and beverage, various food and beverage menus and fitness equipment is in the good condition are main parameters for customer satisfaction.