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The objective of this research is finding the variables which effect on customer satisfaction of budget hotel by using service marketing mix model in Rayong Province of Thailand. The results find that product dimensions, price dimensions, place dimensions, promotion dimensions, people dimensions, physical evidence dimensions and process dimensions are main parameters for customer satisfaction when customers have opportunites to co-create with buget hotel. The contributions of this study give the benefits for budget hotel entrepreneurs who run the hotel businesses as they need to enhance customer’s satisfaction for their competitive advantage.

Customerâ€™s Co-Creation for Satisfaction Enhancement: A Case Study of Budget Hotel at Rayong Province, Thailand