IMPORTANCE-PERFORMANCE OF CUSTOMERS WITH THE SERVICE MARKETING MIX OF THE ROOM RESIDENCE HOTEL IN HAT-YAI, SONGKHLA

Abstract

This research aimed to study the purpose of staying at The Room Residence Hotel, Hat Yai District, Songkhla, and to analyze the importance and satisfaction of the seven service marketing mixes: product, price, distribution channel, promotion, personnel, physical characteristics, and service process. The Importance-Performance Analysis (IPA) technique was applied to a sample of 400 respondents. The findings revealed that most guests stayed for personal errands. The IPA analysis indicated that hotels should prioritize improving factors that are considered highly important but have low satisfaction levels, such as security measures, staff ability to handle unexpected situations and Wi-Fi quality. The hotel is recommended to install additional CCTV cameras, implement access control systems, provide 24-hour security staff, train employees in emergency response, and enhance Wi-Fi coverage by adding more access points. Parking management should also be improved to accommodate guests, especially groups. Strengths that should be maintained include in-room amenities, reasonable pricing, and fast, standardized service processes. Future development should focus on modernizing room decor, adding facilities for the elderly and disabled guests, and improving online advertising through popular platforms. Meanwhile, investment should be reduced in factors that have minimal impact on customer decisions, such as room size, deposit requirements, and hotel location, in order to enhance resource efficiency.