Organizational image that affects the decision to use Asa hotel services Mueang Chiang Mai District Chiang Mai Province DOI:

Abstract

          This research aims to organizational image factors and service quality factors affecting the decision to use Asa hotel services in the Chiang Mai district. This research is Quantitative Research. The sample is 400 people the collecting data tool is a questionnaire and data analysis using descriptive statistics, including, mean, and standard deviation, and inferential statistics, including Pearson and Multiple Linear Regression Analysis.

          The results of this study revealed that most consumers are females 26-30 years old and above, with a working as a civil servant/state enterprise employee have a bachelor's degree, and the average monthly income is 15,000-25,000 baht. The overall image of the organization is important at a high level. By giving importance to the image of the product or service. Followed by brand image and service quality factor. Followed by physical appearance that can be touched and analyzing. The coefficient analysis predictor in b value of both variables as the organization image factor (X₁) is 0. 0.370 and service quality factor (X₂) is 0.151 affecting the consumer decision using (Y) then, using the Stepwise Multiple Linear Regression Analysis, the testing result was significant at a p-value of 0.01. The result for the independent variables which predict

          The consumer decision using (Y) was 20.07 percent, and the predictive coefficient (R²) was equal to 0.024; the prediction equation is Y = 4.575 + 0.370 X₁ + 0.151 X₂