วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objective of this research was to study the Customer Satisfaction on Services of Kosa Hotel, Khon Kaen, Province, by using personal data and marketing mix factors (7P's) to be use for Hotel business entrepreneurs and those who interested in hotel investment. The 7P's were consisted of Product, Price, Place or distribution, Promotion, Process of Service, People or Employees and Physical Evidence. The samples in this study were the customers who came to use the services of Kosa Hotel, Khon Kaen. The researcher conducted a survey through questionnaires and received a completed and corrected response form of 400 copies. The data were analyzed by using the processing from the statistical software packages. The results found that : 1. Personal data factor of the samples, it was found that the customers who came to use the hotel's services were mostly female, with a ratio of 59.50% versus 40.50% of males. 58.50% are between 20 and 39 years old. 87.50% had achieved a bachelor degree. 47.50% were employees of private companies. 49% earn an income of between 20,001 to 30,000 baht per month. 63% were married or living with a partner. 46.50% were visiting for leisure. 2. Marketing mix factors (7P's) affecting the customer satisfaction on services of Kosa Hotel, Khon Kaen, was at the highest level ( x ̅ = 4.11) in descending order were Product or Service was at the highest level ( x ̅ = 4.33)ม Process of Service ( x ̅ = 4.27), People or Employees ( x ̅ = 4.19), Promotion ( x ̅ = 4.14), Price ( x ̅ = 4.13), Place or distribution ( x ̅ = 3.89), and Physical Evidence ( x ̅ = 3.85) respectively.