SERVICE INNOVATION FACTORS WHICH EFFECT LOYALTY IN HOTEL AND ACCOMMODATION BUSINESSES IN THAILAND

Abstract

This article aims to examine service innovation factors that affect loyalty in hotel and accommodation businesses in Thailand. The study consists of literature review methodology focusing on service innovation factors which effects loyalty in the hotel and accommodation sector. The literature review, referencing international database research published between 2017-2024, aims to compile relevant theoretical concepts and research. The synthesis of service innovation variables resulted in two key components: (1) Product Innovation, which involves creating new products or improving existing ones to enhance customer comfort, including accommodations designed with distinctive uniqueness that connect local identity and important tourist attractions in the area; and (2) Process Innovation, which involves changing traditional working methods with new, more flexible, faster, and efficient approaches, utilizing new technologies and tools in hotel and accommodation businesses to increase operational efficiency and reduce costs. This includes online booking systems through distribution agents, the use of social media as a channel for customer accommodation bookings, and service processes that are devoted for customers care to create an impressive experience.

SERVICE INNOVATION FACTORS WHICH EFFECT LOYALTY IN HOTEL AND

ACCOMMODATION BUSINESSES IN THAILAND