The influences of service innovation, service quality, satisfaction, and trust on loyalty behavior of service users of non-hotel homestay guesthouses in Bangkok Metropolis

Extensive research has been carried out to examine the customer behavior in the hotel industry. The loyalty behavior is extensively studied in the literature in hotel industry; however, the phenomenon of loyalty is rarely addressed in the non-hotel homestay guesthouse businesses. Particularly, the loyalty behavior among the non-hotel homestay guesthouse business is not addressed by the literature in Bangkok Metropolis, Thailand. Hence, this study is an attempt to carried out loyalty behavior along with service innovation, service quality, satisfaction and trust among the non-hotel homestay guesthouse business of Thailand. Mixed method research approach is carried out to examine the relationship between variables. Questionnaire survey and in-depth interviews are carried out for data collection. It is found that; service innovation and service quality have positive role to promote the business of non-hotel homestay guesthouse.  The promotion of service innovation and service quality increases the satisfaction and trust which further causes to increase the loyalty behavior. This study has vital implications for the management of non-hotel homestay guesthouse which further causes to increase the loyalty behavior among the customers through service innovation, service quality, satisfaction and trust