The Relationship Study Of Perceived Service Quality,Cust Omer Satisfaction Index And Customer Behavior Intention

In recent years,the number of hotels in Bangkok,Thailand is growing.Besides the fundamental accommodation and facilities,the hotels also provide other services.The purpose of this is to fulfill the interests and needs of different customers.The service quality that customers perceived is the antecedent variable of customer satisfaction,it will influence the customers satisfaction positively.Customers satisfaction is the antecedent variable of customer behavior intention,only satisfied customers could become the customer of behavior intention,and bring profits to the enterprise,therefore,the service quality is the critical factor of the success of hotels.Firstly,customers perceived service quality,customer satisfaction level and customer behaviour intension are illustrated in the report.Secondly the eight stars hotel will be taken as example,the hypothesis of customers perceived service quality,customer satisfaction level and the customer behaviour intension will be tested.Formal questionnaires was conducted with the method of random sampling.The total number of delivered questionnaires is 485,and 450 samples are effective.This research employed Rust and Brady's theoretical model for customer perception on service quality,use instances to analyze and study the relation between customer perception on service quality,the satisfaction level of customers and the customer behaviour intention,and built the theoretical model between these three factors,and proposed the hypothesis.The research used SPSS software to do the statistical analysis with the data of investigation,and the demographic characteristic analysis,exploratory factors analysis,reliability analysis,related relations analysis and average value analysis,regression analysis,to test the model and hypothesis.Finally,the main conclusion will be made according to the analysis results as following,technical quality,functional quality,environmental quality have obviously positive effectiveness;The satisfaction level of customers will impact a positive effect on customer behaviour intention.