The Influence of E-Service Quality on the Brand Loyalty Toward 4-5 Star Hotel and Resort in Phuket
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Abstract
This research aims to study the quality of electronic services that influence brand loyalty in 4-5-star hotels and resorts. The sample group consisted of customers in 4-5 star hotels and resorts in Phuket, using convenient sampling techniques. The questionnaire was used to collect data. The results found that e-service quality had no influence on brand loyalty; in contrast, e-service quality significantly impacted satisfaction and engagement. Furthermore, satisfaction and engagement had a significant influence on brand loyalty. The results also showed that satisfaction and engagement mediate between e-service quality and brand loyalty. The research results are a great benefit to the private sector, especially 4-5 star hotels or resorts in Phuket, to guide for developing and expanding e-service quality to encounter customers' needs in order to create satisfaction and engagement in a positive way that leads to brand loyalty in the future.
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