Hotel Service Quality and Its Effect on Customer Loyalty : The Case of Ubon Ratchathani, Thailand during COVID-19 Pandemic

Objective: This study identifies the customer loyalty towards hotel service quality in Ubon Ratchathani, Thailand, during the COVID-19 pandemic. Methodology: The research was analysed using a quantitative method from 400 hotel customers through a convenience sampling (online questionnaire survey) in Mueang District, Ubon Ratchathani, Thailand. The statistical analysis employed the multiple regression analysis (MRA) and Pearson correlation analysis. Findings: The study indicated that hotel service quality significantly impacted customer loyalty in the regression model. Individually, responsiveness, assurance and empathy were significant predictors of hotel customer loyalty, but tangibles and reliability had no significance. However, Pearson Correlation shows all dimensions of hotel service quality are significantly related to customer loyalty. The results reveal that empathy has the highest correlation with hotel customer loyalty, followed by assurance, responsiveness, tangibles and reliability, respectively. Implication: This study could assist hotel managers and other businesses in the hospitality industry to improve service quality to respond to customers’ needs and expectations and increase customer loyalty. Besides, it may aid in understanding the customer loyalty towards service quality to develop effective marketing strategies