SERVICE INNOVATION FACTORS AND SERVICE QUALITY FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF HOTEL IN CHAINAT

Abstract

This study aimed to study the level of opinion on service innovation, service quality, decision to use the service of a hotel and to study the factors of service innovation and service quality factors that affected the decision to use the hotel service, conducted by the quantitative method. Data were collected from400 samples who were hotel users in Chainat Province by simple random sampling with questionnaires. The statistics used for data analysis were frequency, percentage, mean, standard deviation, S.D. and multiple regression analysis.

The research findings were that the respondents’ levels of opinions on the service innovation quality by overall were at moderate level. The decision to use the service by overall was at high level. The results of the hypothesis testing showed that the service innovation factors consisted of the product innovation, the service innovation and the process innovation affected the decision to use the service of the hotel with predictive power of 59.10 percent, at the statistically significant level of 0.05. While the service quality factors comprised the concrete aspect of service, the customer trust, the customer response, and understanding and empathy for service users affected the decision to use the service of the hotel with predictive power of 67.90 percent at the statistically significant level of 0.05. And an overview the service innovation factors and service quality factors affected the decision to use the service of the hotel with predictive power of 71.70 percent at the statistically significant level of 0.05.