Strategies for Creating a 4-5 Star Hotel Customer Experience in the Central and Eastern Regions of Thailand

Abstract

The objectives of this research are to 1) study the management strategies for creating customer experience for the 4–5 star hotel business customers in the central and eastern regions of Thailand, and 2) examine the results from the strategies in order to analyze and build good relationship with customers, resulting to the competitive advantage in the 4-5 star hotel business in central and eastern Thailand. Documents and interview were drawn upon in this qualitative research study. The results revealed that (1) the strategy, creating a good customer experience for 4-5 star hotels in the central and eastern region uses the 7 C's, namely Customer Value, Cost to Customer, Convenience, Comfort, Communication, Caring, and Completion, (2) as a result of creating a customer experience of the hotel business, it was found that if a good customer experience was created, both direct and indirect points would be able to satisfy on customers. In addition, customers also bring their impressions to others and are greatly loyal to the organization.