Normally, the researcher is an electronic customer who prefers to purchase the products or service through website as it is convenient and safe time to go to the local store. However, the researcher also often change online store depend on satisfaction, reliance, and service of those website. Therefore, this research focuses on how business maintains customer’s loyalty with the company. the reason why the researcher investigates the hotel industry due to the researcher have been booked hotel through website. From the researcher’s experience, it is simple to understand Thai customer behaviour to decision making on the hotel website. Furthermore, an average of growth rate of the amount of international tourist arrivals the world is forecast to rise by 3.3 percent, in the year 2010-2030 (UNWTO 2011). Thus, hotel industry will gain advantages from this situation in the future.