SERVICE QUALITY INFLUENCING THE DECISION TO REVISIT THE HUA TAKHE OLD MARKET COMMUNITY

Abstract

This research aims to study the service quality influencing the decision to revisit the Hua Takhe Old Market community. The sample consisted of 385 tourists who had previously visited the market, selected through systematic sampling. The research instrument was a questionnaire, and the data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The results revealed that in terms of service quality, the most influential factor was reliability, followed by assurance, responsiveness, and empathy. In contrast, tangibles were found to have no statistically significant effect on the decision to revisit.