Rising Customer Loyalty with Beneficial Impact on Service Quality Dimensions during the COVID-19 Pandemic for Tourism in Thailand
The tourism industry is one of the fastest and largest growing industries in the economy nowadays. This industry has proven to be full of opportunities and challenges such as opening international borders, widespread internet access, and increased mobility and wealth of citizens in increasingly industrialized countries such as Thailand. The tourism industry can support the economic development of both local and country economic, earnings from foreign and domestic visitors. Especially during the COVID-19 pandemic, the tourism industry is declining. Therefore, some adjustment is required to increase the recovery rate of the tourism industry. The goal of this study is to assess the influence of service quality (SERVQUAL) dimensions on customer loyalty using customer satisfaction as an intervening variable. Based on SERVQUAL dimension as the independent variable and customer loyalty as the dependent variable also customer satisfaction is the intervening variable. This research was done in 4 stars hotels in Thailand, that struggle during the COVID-19 pandemic. The data used is based on the questionnaire that spread out to 100 respondents of hotel customers from many countries. The regression and analysis approaches are used in this research because the goal is to determine the indirect influence of SERVQUAL characteristics and customer satisfaction on customer loyalty. The result of the study showed a positive impact to increase the value of the customer and minimizing customer loss, especially during the COVID-19 Pandemic.
 Alzoubi, H. M., Vij, M., Vij, A., and Hanaysha, J. R. 2021. What leads guests to satisfaction and loyalty in UAE five-star hotels? AHP analysis to service quality dimensions. Enlightening Tourism. A Pathmaking Journal, 11(1): 102–135.
 German, J. D., et al. 2022. Choosing a package carrier during COVID-19 pandemic: An integration of pro-environmental planned behavior (PEPB) theory and service quality (SERVQUAL). Journal of Cleaner Production, 346, 131123.
 Hari, Y., Brian, K., and Trisno, I. B. 2019. Perancangan sistem informasi kepuasan layanan pendidikan dengan pendekatan naïve bayes studi kasus di nation star academy. Prosiding SNST Fakultas Teknik, 1(1).
 Hassan, T. H., and Salem, A. E. 2021. Impact of service quality of low-cost carriers on airline image and consumers’ satisfaction and loyalty during the COVID-19 outbreak. International Journal of Environmental Research and Public Health, 19(1): 83.
 Kanyama, J., Nurittamont, W., and Siripipatthanakul, S. 2022. Hotel Service Quality and Its Effect on Customer Loyalty: The Case of Ubon Ratchathani, Thailand during COVID-19 Pandemic. Journal of Management in Business, Healthcare, and Education, 1(2): 1–20.
 Lin, A. J., Chang, H.-Y., Huang, S.-W., and Tzeng, G.-H. 2021. Improving Service Quality of Wealth Management Bank for High-Net-Worth Customers During COVID-19: A Fuzzy-DEMATEL Approach. International Journal of Fuzzy Systems, 23(8): 2449–2466.
 Mouzaek, E., et al. 2021. An empirical investigation of the impact of service quality dimensions on guests satisfaction: A case study of Dubai Hotels. Journal of Contemporary Issues in Business and Government| 27(3): 1187.
 Nguyen, P.-H. 2021. A Fuzzy Analytic Hierarchy Process (FAHP) Based on SERVQUAL for Hotel Service Quality Management: Evidence from Vietnam. The Journal of Asian Finance, Economics and Business, 8(2): 1101–1109.
 Nikolskaya, E. Y., et al. 2019. Improvement of digital technology in the tourism sector. Journal of Environmental Management and Tourism, 10(6): 1197–1201. DOI: https://doi.org/10.14505/jemt.v10.6(38).01
 Park, S., Kwun, D. J., Park, J.-Y., and Bufquin, D. 2022. Service quality dimensions in hotel service delivery options: Comparison between human interaction service and self-service technology. International Journal of Hospitality & Tourism Administration, 23(5): 931–958.
 Sharma, S., and Srivastava, S. 2018. Relationship between service quality and customer satisfaction in hotel industry. TRJ Tourism Research Journal, 2(1): 42–49.
 Soehardjoepri, Balafif, M., Widyastuty, A. A. S. A., and Widiana, M. E. 2021. Natural Tourism Empowerment Construction through Brand Strategy based Online Marketplace to Accelerate the Development and Enhancement of Industrial Competitiveness 4.0 in Undeveloped Areas of the Coast of East Java. Journal of Environmental Management and Tourism, XI(48).
 Suryaningsih, I. B., et al. 2020. Digital Marketing Tools or e-WOM? Tourists Motivation to Enjoy the Charm of Blue Fire on Ijen Crater Ecotourism. Journal of Environmental Management and Tourism, 11(4): 802–808. DOI: https://doi.org/10.14505//jemt.v11.4(44).03
 Thinh, N. H. T., Pham, L., and Strickler, C. 2019. Customer trust and purchase intention: How do primary website service quality dimensions matter in the context of luxury hotels in Vietnam. International Journal of E-Services and Mobile Applications (IJESMA), 11(1): 1–23.
 Widiana, M. E. 2021. The Standardization Transformation of Industry Oriented Batik to Accelerate Competitiveness 4.0 and National Independence in Clothing Sector during New Normal. Journal of Environmental Management and Tourism; 7(55). DOI: https://doi.org/10.14505/jemt.12.7(55).18
The Copyright Transfer Form to ASERS Publishing (The Publisher)
This form refers to the manuscript, which an author(s) was accepted for publication and was signed by all the authors.
The undersigned Author(s) of the above-mentioned Paper here transfer any and all copyright-rights in and to The Paper to The Publisher. The Author(s) warrants that The Paper is based on their original work and that the undersigned has the power and authority to make and execute this assignment. It is the author's responsibility to obtain written permission to quote material that has been previously published in any form. The Publisher recognizes the retained rights noted below and grants to the above authors and employers for whom the work performed royalty-free permission to reuse their materials below. Authors may reuse all or portions of the above Paper in other works, excepting the publication of the paper in the same form. Authors may reproduce or authorize others to reproduce the above Paper for the Author's personal use or for internal company use, provided that the source and The Publisher copyright notice are mentioned, that the copies are not used in any way that implies The Publisher endorsement of a product or service of an employer, and that the copies are not offered for sale as such. Authors are permitted to grant third party requests for reprinting, republishing or other types of reuse. The Authors may make limited distribution of all or portions of the above Paper prior to publication if they inform The Publisher of the nature and extent of such limited distribution prior there to. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in The Paper. This agreement becomes null and void if and only if the above paper is not accepted and published by The Publisher, or is with drawn by the author(s) before acceptance by the Publisher.