The Factor Effect Customer Repurchase Intention Of Economic Hotel In Kunming
Jinrui Hu, Pharatt Run

Institute of Science Innovation and Culture Rajamangala University of Technology Krungthep Sathorn, 10120 Bangkok, Thailand

Abstract

This research is aimed to study the influence demographic, marketing mix 7Ps, and sustainability on customer repurchase intentions of economic hotel in Kunming.
The researcher used the questionnaire as the research tool and collected the data 420 from samples of customers who have been stayed at economic hotel in Kunming. The data was analyzed using statistical techniques including T-test, One-Way ANOVA, and Multiple Linear regression analysis to test the influence of demographic, marketing mix 7Ps and sustainability on customer repurchase intentions.
The first hypotheses tested, the results found that the difference of educational, occupation and income were significantly effect on different repurchase intention of economic hotel. For the second hypotheses tested, the results found that Physical evidence, Process, Price and people (staff) have significantly influence on customer repurchase intention. For the last hypotheses tested, the results also found that Efficiency, Planet, People (sustainability) have significantly influence on customer repurchase intention.
By the results the demographic, marketing mix 7Ps and sustainability have influenced on customer repurchase intentions in the economic hotel industry. For the results of this research provided valuable insights for economic hotel, other stakeholders, and especially for the top managers can use this results to apply on their marketing strategies in order to increase customer repurchase intentions in Kunming or other provinces in China.

Keywords: Repurchase Intention, Economic Hotel, Marketing Mix 7Ps, Sustainability.

Topic: Green Management and Business