Authors:
Aunkrisa Sangchumnong
Addresses:
Department of Tourism and Hospitality Management, Suan Dusit University, Bangkok, Thailand.
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.
Keywords: Butler Service; Perceived Value; Customer Loyalty; Luxury Hospitality; ASEAN Hospitality; Social Value; Emotional Value; ASEAN Luxury Hotel; Age Moderates Loyalty.
Received on: 25/11/2024, Revised on: 18/01/2025, Accepted on: 05/05/2025, Published on: 03/03/2026
DOI: 10.64091/ATIML.2026.000315
AVE Trends in Intelligent Management Letters, 2026 Vol. 2 No. 1 , Pages: 39-50