Siripipattanakul, S., Siripipatthanakul, S., Limna, P., & Auttawechasakoon, P.
This study identifies the determinant factors of hotels’ customer loyalty during the COVID-19 pandemic in Thailand. The determinants comprise prices, facilities, services and mediating effect of customer satisfaction. The self-administered online survey was distributed through convenience sampling from 220 hotel customers in Thailand. The data were analyzed using PLS-SEM for hypothesis testing. The results reveal that prices, facilities and services significantly influence customer satisfaction and turn it into customer loyalty. Services have the highest predictive power over facilities and prices on customer satisfaction and indirectly influence customer loyalty. Only services have a direct influence on customer loyalty. The implication could be applied to any service company to improve customer satisfaction with services, prices and facilities to enhance customer loyalty. The recommendation is to increase sampling to cover more areas to explain the relationship phenomenon better. The researchers should consider more variables in quantitative research. This study employed quantitative research and may not cover insight results. Further qualitative study, such as interviews and focus groups, is also recommended.