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The Influence of Hotel Chain Logistics on Customer Loyalty: A Case Study in the Chinese Hospitality Sector
(2025-01-01)
Yu, Deshun
;
Rojniruttikul, Nuttawut
This study investigates the factors influencing customer loyalty within the Chinese hospitality sector, focusing on brand image, logistics communication channels, sustainability practices, transportation accessibility, and service quality. Data were collected from 385 customers with recent experiences in chain-operated hotels across various regions in China. A structured questionnaire facilitated the collection of quantitative data, which were analyzed using multiple linear regression. The results reveal statistically significant positive effects of brand image, logistics communication channels, sustainability practices, and transportation accessibility on customer loyalty. However, service quality did not demonstrate a statistically significant impact. The regression model accounts for a substantial proportion of the variance in customer loyalty, as indicated by a high R-square value (R<sup>2</sup> = 0.850). These findings underscore the importance of strategically managing these factors to enhance customer loyalty within hotel chains. While the results are specific to the Chinese hospitality industry, the core principles identified—such as the significance of brand image and logistics communication—are likely applicable to other countries and sectors. However, cultural, economic, and industry-specific factors should be considered when generalizing these findings to different contexts. This study contributes to the existing literature by providing empirical evidence on the drivers of customer loyalty in the Chinese hospitality industry and offers actionable insights for hotel chains looking to enhance their competitiveness and foster long-term customer relationships. Future research is encouraged to explore these dynamics in different cultural and industrial settings to assess the broader applicability of these results.
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Factors Influencing Customer Retention in the Parcel Delivery Industry
(2024-01-01)
Wu, Zonghong
;
Rojniruttikul, Nuttawut
This study, based on a sample of 385 customers, investigates the intricate dynamics of factors influencing customer retention within the parcel delivery sector. A structured questionnaire-based survey was the primary data collection tool, supplemented by advanced statistical techniques, including multiple linear regressions, for comprehensive data analysis. The study has identified five pivotal factors shaping customer retention: Technology Adoption, Communication Channels, Online Ordering Experience, Service Quality, and Corporate Social Responsibility (CSR) and Sustainability Perception. The findings reveal the significant influence of these factors on customer retention—technology adoption, including tracking and tracing technologies, fosters transparency, trust, and increased customer satisfaction. Effective communication channels, mobile apps, and personalized services ensure customer engagement and heightened loyalty. A seamless online ordering experience, coupled with secure payment processes, positively impacts customer satisfaction and repeat business. Service quality and reliability, characterized by professionalism and damage-free deliveries, maintain customer trust. Lastly, CSR and sustainability perception exemplify a robust commitment to ethical and sustainable business practices, which bolster community goodwill and customer retention. The results of this study provide valuable insights for parcel delivery companies, enabling them to formulate and implement strategies that address each of these critical factors. By harnessing the power of technology, enhancing communication channels, refining online ordering experiences, elevating service quality, and actively engaging in CSR and sustainability initiatives, these companies can effectively fortify customer retention, nurturing long-term loyalty in an ever-evolving industry landscape.
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Factors affecting state railway of Thailand (SRT) passenger train service use decision: A structural equation model
(2023-05-01)
Lieophairot, Chalermsap
;
Rojniruttikul, Nuttawut
The State Railway of Thailand's (SRT) rail passenger ridership has dropped from a peak of 88 million rides in 1994 to less than 23 million in 2022, with the reasons for this collapse being numerous. Therefore, the authors set out to examine how organizational image (OI), service quality (SQ), service motivation (SM), and service satisfaction (SS) affect SRT use decision (SUD) making. From August–October 2022, multiple-stage random sampling was used to select a sample of 1,250 SRT passengers from five regional rail lines and their associated 25 stations. A confirmatory factor analysis goodness-of-fit was used to confirm the model's fit. A structural equation model (SEM) using LISREL 9.10 was then used to analyze the ten hypothesized relationships. The quantitative research used a 5-level questionnaire to measure the study's five constructs and 22 observed variables. The reliability of the items ranged from 0.86 to 0.93. The data analysis included calculating various statistical measures. Results showed that the model's causal variables positively affected passenger SRT use decision, with an R<sup>2</sup> of 71%. When ranked by total effect (TE) values, service quality (SQ = 0.89) was viewed by the surveyed passengers as most important, followed by service satisfaction (SS = 0.67), organizational image (OI = 0.63), and service motivation (SM = 0.53). Additionally, all ten hypotheses were supported, with service satisfaction judged the most essential to SRT Use Decisions. The study's novelty is the ever-growing requirement for the SRT to serve as a regional hub in a more extensive East Asian rail and infrastructure strategy. The paper contributes significantly to the academic literature on factors affecting rail transportation use intent.

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