Normally, researcher is an electronic customer, prefer to purches the products or service through website because it is convenient and safe time to go to the local store. However, researcher also often change online store depend on satisfaction, reliance, and service of those website. Therefore, this research focus on how business maintain customer to be loyalty of the company. The reason why researcher investigate the hotel industry is 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 advantage from this situation in the future. Moreover, researcher have been booked hotel through website. From researcher’s experience, it simple to understand Thai customer behaviour to decision making