The hotel industry in Thailand has experienced substantial growth, driven by the rapid expansion of the tourism sector, leading to a rise in both the quantity and scale of hotels. This study aims to investigate how service quality and marketing strategies influence customer satisfaction. A total of 568 valid participants were collected through an online survey conducted in Thailand, a globally recognized top tourist destination with a thriving economy heavily dependent on the hospitality and tourism sector, offering the country significant advantages. The data was analyzed using Structural Equation Modeling (SEM) with the SmartPLS 4 and SPSS 21 statistical software. The findings confirm that service quality, price fairness, loyalty programs, and customer engagement positively influence customer satisfaction. The moderating effect of brand image strengthens the relationship between loyalty programs and customer satisfaction. The findings also reveal that there is a significant difference in customer satisfaction between international chains and domestic hotels. This study provides theoretical and practical insights to the hotel industry regarding their understanding of customer satisfaction, which leads to behavioral intentions from the perspective of Thai customers.

Abstract i
Table of Contents ii
List of Tables v
List of Figures vi
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Gap 6
1.3 Significant of Study 8
1.4 Research Purpose 9
Chapter 2 LITERATURE REVIEW 11
2.1 Hotel industry in Thailand 11
2.2 Service Quality 13
2.2.1 The SERVQUAL Model 14
2.3 Price Fairness 16
2.4 Loyalty Programs 17
2.5 Social Media Marketing 18
2.6 Customer Engagement 20
2.7 Customer Satisfaction 21
2.8 Brand Image 22
2.9 Behavioral Intentions 23
Chapter 3 METHODOLOGY 27
3.1 Research Framework 27
3.2 Hypotheses Development 28
3.2.1 Service Quality (SERVQUAL) and Customer Satisfaction 28
3.2.2 Price Fairness and Customer Satisfaction 29
3.2.3 Loyalty Programs and Customer Satisfaction 30
3.2.4 Social Media Marketing and Customer Satisfaction 31
3.2.5 Customer Engagement and Customer Satisfaction 32
3.2.6 Customer Satisfaction and Behavioral Intentions 33
3.2.7 Brand Image as a Moderator 34
3.2.8 International chain hotels and domestic hotels 35
3.3 Research Methodology 37
3.4 Research Measurement 38
3.4.1 Participants 38
3.4.2 Questionnaire items and Development 39
3.5 Data Collection 43
3.6 Statistical Analysis 44
3.6.1 Descriptive Statistics 44
3.6.2 Reliability and Validity Tests 44
3.6.3 Structural Equation Modeling 45
3.6.4 Multi-group Analysis 46
3.6.5 Analysis of Variance (ANOVA) 46
Chapter 4 DATA ANALYSIS AND RESULTS 49
4.1 Formal Survey 49
4.2 Demographic Characteristics of Respondents 49
4.2.1 Demographic characteristics of customers of international chain hotels. 49
4.2.2 Demographic characteristics of customers of domestic hotels. 51
4.3 Descriptive Statistics 52
4.4 Reliability and Validity Analysis 57
4.4.1 Reliability Analysis 57
4.4.2 Validity Analysis 58
4.5 Hypotheses Analysis 62
4.5.1 Hypothesis Direct Effect 62
4.5.2 Moderating Effect Hypotheses 64
4.6 Multi-group Analysis 65
4.7 Analysis of Variance (ANOVA) 66
4.8 Structural Model 70
4.9 Hypothesis Results 71
Chapter 5 CONCLUSION AND SUGGESTIONS 73
5.1 Conclusion 73
5.1.1 Examination of Research Hypothesis 73
5.1.2 Moderation Results 75
5.1.3 Examination of the Difference between Two Groups of Customers 76
5.2 Theoretical Implications 77
5.3 Managerial Implications 78
5.4 Limitations and Suggestions for Future Research 80
REFERENCES 83
APPENDIX A 99
APPENDIX B 103

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