MEASUREMENT OF FACTORS AFFECTING THE LOYALTY OF CUSTOMERS USING SERVICES AT KIM THAI HOTEL, THAI NGUYEN

Abstract

The article aims to measure the influence of factors on customer loyalty when using Kim Thai hotel services. Clarification of the impact of these factors is crucial in improving the return intentions of our customers, contributing to increased hotel profitability. Based on the collection of secondary material from previous studies, the paper established a research model consisting of seven independent variable representative scales to measure the impact of factors on customer loyalty. From the established model, the research implemented methods: collection of primary data through expert interviews, questionnaire surveys and processing, analysis, data with SPSS 23 software. The test results showed that this model is perfectly suitable for assessing customer loyalty when using hotel services. At the same time, the expression of these factors according to customer ratings vary. The characteristics of these elements are the basis for the hotel to implement solutions that improve the quality of service as well as customer loyalty.