The Influences of Perceived Value Quality on Customer Satisfaction and Customer Loyalty on Historical Park Ayutthaya in Post Covid-19

A study on the Historic City of Ayutthaya reveals that customer satisfaction is a critical factor influencing loyalty among visitors to historical parks, particularly in the post-Covid-19 era. The research found no significant impact of physical environment or peripheral services on satisfaction levels. Using a hybrid methodology combining questionnaires and semi-structured interviews with 386 visitors, the study employed descriptive statistics and path analysis to validate its model, achieving excellent fit indices (X²=78.587, df=103, p=0.965; RMSEA=0.000, CFI=1.000). These findings suggest that enhancing customer satisfaction could be a strategic focus for improving service quality management in historical tourism destinations like Ayutthaya.

Meethavornkul, P. (2024). The Influences of Perceived Value Quality on Customer Satisfaction and Customer Loyalty on Historical Park Ayutthaya in Post Covid-19. Pakistan Journal of Life and Social Sciences (PJLSS), 22(2). https://doi.org/10.57239/pjlss-2024-22.2.001434