EXPLORING THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY OF SPORT TOURIST IN BANGKOK THAILAND

Abstract

This research investigates the impact of service quality on customer loyalty in sport tourism within the dynamic context of Bangkok, Thailand. As a burgeoning hub for sports events and recreational activities, Bangkok's sports tourism sector is gaining prominence. The study employs a comprehensive framework, considering dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, to assess service quality. Drawing on surveys, interviews, and participant observation, the research aims to uncover the nuanced factors influencing the loyalty of sports tourists in this unique setting. Understanding how service quality contributes to positive customer experiences and subsequent loyalty is crucial for both local stakeholders and the broader sports tourism industry in Bangkok. The findings are anticipated to inform strategies for enhancing service quality, attracting repeat visits, and fostering sustained loyalty among sports tourists in this vibrant and culturally rich metropolis. This research aims to explain the relationship between service quality on return on intention of sport tourist in Bangkok, Thailand from 300 units of participants. The statistics used in the analysis were percentage, mean, standard deviation, Pearson correlation coefficient and multiple regression analysis. The result shown the empathy, reliability, responsiveness, tangible and assurance.is could jointly predict the customer loyalty which was statistically significant. All the variables were able to explain the job performance of Thailand educational institutions when considering the multiple regression coefficient as a standard score, the equation is Customer Loyalty = .691 +.415(empathy) +.319(Reliability) +.202(Responsiveness) +.168(Tangibles)+.146(Assurance).