The Impact of Perceived Justices to Service Recovery, Satisfaction, Trust on Customer Loyalty in Thai Hotel Chain

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Yupawan Vannavanit


The paper aims to study the influence of service recovery and customer loyalty. Customer satisfaction and trust are our mediator variables. We use the sample size of 480 customers who experienced service failure from a Thai hotel chain. We collect data through an online survey on social media, applying a non-probability sampling technique. Structural Equation Modelling: SEM and descriptive analytics are applied.

The result reveals that most of the samples are female, aged between 31 – 40 years old, working for private company/freelance, monthly average revenue is between 25,001 and 35,000 baht. The perception of justice in service recovery is high with the average () of 3.62, 3.53, 3.45, and 3.44 for interactional justice, procedural justice, distributive justice, and informational justice respectively. Similarly, the figure for satisfaction, trust, and loyalty are relatively high with 3.59, 3.52, and 3.44 respectively. The path coefficients of service recovery for customer satisfaction and trust are 0.938 and 0.90 respectively. While the path coefficients of customer satisfaction and trust in customer loyalty are 0.522 and 0.417 respectively. As for the influence of service recovery on customer loyalty with customer satisfaction and trust as mediator variables, the path coefficients are 0.49 and 0.375 respectively, and the results are statistically significant at the 0.001 level.

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