Logistics as a Brand Lever: Exploring Service Delivery and Perception in Bangkok’s Luxury Hotel Sector (ISSN: 3027-6837)

Description

This research explored the relationship between logistics practices and brand perception in the luxury hotel industry in Bangkok, Thailand. The study focused on how logistical elements such as supply chain coordination, service responsiveness, and back-of-house operations which influence guest's perceptions of luxury and brand value. Using a qualitative content analysis approach, data were collected from the official websites, social media pages (e.g., Hotel's Facebook page), and online reviews (e.g., Agoda, hotels.com, booking.com) of more than 10 prominent luxury hotels in Bangkok, complemented by review of over 15 related academic publications both research papers and academic papers. The findings reveal that effective logistics practices, especially those related to consistent service delivery, personalisation, and responsiveness which play a critical role in enhancing brand trust, uniqueness, and perceived worth. Furthermore, the study highlighted the tension between global standards and local cultural expectations, requiring hotels to balance brand consistency with authentic Thai hospitality. The study contributes to the existing literature by applying logistics theory in a service-oriented luxury context and offering practical insights into strategic logistics planning to reinforce brand identity.