Perceived Value as the Engine of VVIP Loyalty: A Causal Analysis of Butler Service in Thailand's Luxury Hotel Sector
Year: 2026
Type: article
Study design: Observational Study
Abstract: Southeast Asian empirical research on Butler Service value perception and customer loyalty is scarce despite its strategic importance. PV improves OSQS and CL at Thailand's best hotels, whereas Butler Service distinguishes VVIPs. 430, 5-star hotel guests completed a quantitative cross-sectional study. The 59-item Likert-7 assessed Social, Hedonic, Financial, Emotional, 7Ps, 4Es PV, SERVQUAL-derived service metrics, satisfaction, and loyalty: 5,000-resample Pearson correlation, hierarchical regression, Hayes PROCESS macro (Model 4), bootstrapped mediation. A rise in value perception leads to increased pleasure (β = 0.797, R² =.752, f² = 3.02, p <.001) and loyalty (β = 0.776, R² =.780, f² in the bootstrapped indirect effect, OSQS mediation (β = 0.268, 95% CI [0.196, 0.340]) accounts for 26% of PV-CL impact and 74% direct. Education Value (M = 5.640) is the highest of 15 PV sub-dimensions, followed by Emotional Value (5.535) and Social Value (F (2, 427) = 22.86, p <.001). Butler's experience, gender, and education are not significant. Age moderates loyalty. The >60 cohort was less loyal (M = 4.156) than the 30-60 cohort (M = 5.275). In PV engineering, operations should stress SERVQUAL reliability. PV transcendence and hygiene improve direct loyalty (74% of benefit) in two-tier schemes. Reduced over-60 loyalty should affect service. The 15-D PV-based mediation model for ASEAN VVIP Butler Service International replication is constructed. The ASEAN luxury hotel study indicated that age moderates loyalty, and education increases PV.
Author: Aunkrisa Sangchumnong
Institution: Suan Dusit University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
Funder: Suan Dusit University
OpenAlex ID: W7212377985