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Author: search.filters.author.Suwanamas, Chayuth

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    Investigating the effect of a hotel's physical environment on customers' pleasure, satisfaction, loyalty and behavioural intentions: A conceptual framework
    (2015-01-01)
    Suwanamas, Chayuth
    ;
    Trimetsoontorn, Jirasek
    ;
    Fongsuwan, Wanno
    Customer experience is important for service providers in the hospitality and tourism industry. Research on customer experience broadly focuses on customer cognitions as an effect of customers' experiences and customers' experiences developed with the delivery of quality services. However, there is a lack of research considering a holistic view of customer experience considering emotions as a central element. Therefore, this paper aims to propose a framework to assess the influence of the physical environment on customers' pleasure, satisfaction, loyalty, and behavioural intentions. This framework will focus on atmospheric experiences of the visitors that affect their feelings and emotions at a luxury hotel and is based on Mehrabian and Russell's (1974) Stimulus Organism Response framework. The model is proposed to be tested across the hospitality and tourism industry by adopting a questionnaire based on literature review. Suggestions for managers and scholars are also given on implementing the core concepts of the model.
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    The effect of perceived service quality on customer emotions, customer satisfaction and customer loyalty: A PLS-SEM approach towards a luxury hotel in Bangkok, Thailand
    (2015-01-01)
    Suwanamas, Chayuth
    ;
    Trimetsoontorn, Jirasek
    ;
    Fongsuwan, Wanno
    Creating emotionally touching experiences using tangible and intangible cues is critical to attract, satisfy and retain customers. However, support for the effect of service quality on customer emotions, satisfaction and loyalty in Thai hotels is scant. Therefore, this study aims to propose and test a model that describes the relationships between perceived service quality, customer emotions, satisfaction and loyalty in a five-star hotel setting in Bangkok, Thailand. A self-selection sampling technique was used to select the sample by sending the questionnaires to the guests who stayed at the hotel, out of which 425 guests returned the completed questionnaires. Partial least squares (PLS)-based structural equation modelling (SEM) was used to analyse the collected data, assess the model and test the hypotheses. All the hypotheses were proven and our findings confirm that perceived service quality impacts customer emotions and customer satisfaction significantly and all of these jointly influence customer loyalty.