Customer Engagement and Response Toward an Extended-Stay Hotel: A Case Study of Grande Centre Point Hotel

Abstract

     The purpose of this study was to assess the level of engagement and response of extended-stay customers of the Grande Centre Point Hotel Ratchadamri, Bangkok, Thailand. The research instrument consisted of a three-part questionnaire covering customer demography, customer engagement, and customer response. Purposive sampling from customers staying in the hotel longer than 30 days and a self-administered questionnaire were used for data gathering from 138 respondents in March 2012. Data analysis included both descriptive and inferential statistics. The research results showed that most of respondents were male (89.1%), aged between 20 and 49 years (81.2%), with a monthly income of less than USD 10,000 (55.8%), and working for private companies (62.3%). Regarding customer engagement, respondents gave higher scores for functional engagement than emotional engagement. Most of the engagement factors were at the “high” level, except for “hotel location” which was at the “very high” level and for “staff service mind” which was at the “medium” level. For the Customer response category, respondents gave a “high” level for all factors. Based on hypothesis testing at the .05 significance level, respondents with different gender, age, occupation, and income were significantly different in their engagement levels, while respondents with different age, occupation, and income were significantly different in their response levels.