Small-To-Medium Hotel Case Study

Factors affecting customer choice on choosing small-to-medium hotel service in Bangkok

By: Peam Panupattanapong

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ABSTRACT: The intentions of this study are to investigate and indentify important factors of small-to-medium hotel selection for Domestic and International Travelers. The goal is to study the influential factors demanding decision making in selection of habitation in Bangkok, Thailand. The samples in this study were a group of domestic travelers, who has the original residence outside Bangkok area, and international travelers that ever traveled and stayed in Bangkok. The instrument used in this research was the questionnaire initiated by the author. The collected data in this research are divided to two parts of customers;

Critical Success factors refer to a restricted figure of proportions that certify victorious competitive operation for an organization (Rockart, 1979). Critical success factors have two dimensions. Internal Critical success factors indicate a company’s essence ability for its continuation in market such as, service quality, room quality, safty etc. (Berry, Seiders, & Greshan, 1997; Duchessi, Schaninger, & Hobbs, 1989). External Critical success factors, such as contention and market limitation, are less manageable (Brotherton & Shaw, 1996). Nonetheless, external critical success factors are identically substantial. At practical level, Critical success factors may assist researchers and practitioners differentiate needful component crucial for organizational succuess from the complication, multi-dimensional reality of business activities (Butler & Fitzgerald, 1999). Futhermore, companies charcterizing critical success factors and achieving their utilization, through suitable determination, feedback, and management, acquired a higher return on equity when compared with companies that did not manipulate critical success factors (Jenster,

More recently, Critical success factors have been adapted extensively to research in management, especially in procedure and performance studies. In cordiality, several researchers have fulfill field or survey-based study to identify critical success factors. A study of critical success factors regarding hotel food and beverage (Goldman and Eyster, 1992). Investigated critical success factors for hotel profitability (Croston, 1995). Identified and categorized critical success factors in United Kingdom budget hotel operations, an area which is particularly relevant to this study (Brotherton, 2004). Categorized thirty-six critical success factors in United Kingdom budget hotel (Brotherton, 2004) into seven categories: Core product, Consistency, Customer service, hygiene and quality, Strategic Control, Pricing, and Location (Wen Hua and Andrew Chan and Zhenxing Mao,