The Effects of Service Quality, Customer Experience, and Hotel Image on Customer Satisfaction and Repurchase Intention in the Thai Hotel Industry

The COVID-19 pandemic has significantly disrupted the global hospitality industry, particularly the hotel sector, resulting in substantial declines in tourist demand and business performance. As tourism gradually recovers, understanding the factors that influence customers’ repurchase intention has become increasingly important for hotel operators seeking sustainable competitiveness. This study aims to investigate the effects of service quality, customer experience, and hotel image on customer satisfaction and to examine the role of customer satisfaction in shaping repurchase intention in the post-COVID-19 hotel industry in Thailand. A mixed-methods research approach was employed to provide a comprehensive understanding of customer behavior. Qualitative data were collected through semi-structured interviews with hotel customers and analyzed using content analysis to identify key themes related to service perceptions and behavioral intentions. Quantitative data were collected through a structured questionnaire distributed to hotel customers and analyzed using structural equation modeling (SEM). Reliability and validity of the measurement model were assessed using Cronbach’s alpha, composite reliability, average variance extracted, and confirmatory factor analysis. The results reveal that service quality, customer experience, and hotel image have significant positive effects on customer satisfaction. Furthermore, customer satisfaction was found to have a strong and significant influence on customers’ repurchase intention, confirming its mediating role between hotel service attributes and behavioral intentions. The qualitative findings support the quantitative results by highlighting the importance of cleanliness, staff responsiveness, personalized service, and positive hotel reputation in shaping customer satisfaction and confidence in revisiting hotels. Overall, the study provides empirical evidence that enhancing customer satisfaction through improved service quality, memorable customer experiences, and a strong hotel image is essential for encouraging repeat patronage in the post-COVID-19 hotel industry. The findings contribute to the literature on hospitality management and offer practical insights for hotel managers aiming to strengthen customer retention strategies in a competitive tourism environment.