Customer Expectation and Perception of the Service Quality of Hotels in RoiKaenSanSin Cluster
This study was aimed to determine 1) the level of the expectations and perceptions of service quality of hotels in the RoiKanSanSin cluster, 2) to compare the level between the expectations and perceptions of service quality of hotels in the RoiKanSanSin cluster, 3) to evaluate the service quality of hotels in the RoiKanSanSin cluster and 4) to evaluate the need of hotel services in the RoiKanSanSin cluster by using questionnaires to collect data. The 400 samples were used in the research by dividing the sample into two groups; a group with no experience or have some experience but learning and understanding the hotel service standards and the other groups as the general people with experience in staying and using hotel services, but does not know the service standards. Data analysis was used descriptive statistics including frequency, percentage, mean and standard deviation. The inference statistics using for testing was paired
The results of the study revealed that customers had expectations and perceptions the quality of the hotel services, both in overall and in each aspect, at a high level. When comparing the expectations and perceptions of customers on the quality of the hotel services, it was found that the actual perceptions was significantly different from expectations at the 0.01 level (p-value <0.001). The results of customer service quality assessments were dissatisfied with the service quality in all 5 aspects. Which was dissatisfied with the responsiveness most. When evaluating the needs of the hotel service, it was found that customers were pay more attention to responsiveness first also. Therefore, a suggestion that hotels in RoiKaenSanSin cluster should improve the service quality in all aspects and should focus on improving the quality of products and services that are particularly intangible.
study of 3 Stars and 4 Stars Serviced Apartments at Phayathai District, Bangkok. The 2nd National
Research Conference “GRADUATE SCHOOL CONFERENCE 2018”. p.952-962. [in Thai]
Best, J. W. (1981). Research in education. 4th ed. Englewood Cliffs, New Jersey: Prentice Hall.
Chollada Mongkhonvanit and Rattanaporn Chattiwong. (2018). Customer Expectation and
Perception of the Service Quality of Front Office Staff in Five Star Hotels. Journal of Thai
Hospitality and Tourism. 13(2): 78-89. [in Thai]
Kasikorn Research Center. (2016). Business Trends. Retrieved on 15 May 2019, from
Kunlaya Sroysing. (2016). Costomers’ Expectations and Perceptions towards Satisfaction of Hotels’ Service
Quality in Pattaya City, Chonburi Province. Dusit Thani College Journal. 10(1): 216-238. [in Thai]
Maha Sarakham Provincial Statistics Office. (2016). Maha Sarakham Province Statistics Report 2016.
Retrieved on 18 May 2019, from https://mahasarakham.nso.go.th
Martin, W. B. (1991). Managing Quality customer service. London: kogan Pagel., Ltd.
Office of the National Economic and Social Development Council. (2019). Macroeconomics. Retrieved on
17 May 2019, from https://www.nesdb.go.th
Sutthikarn Khong-khai and Tanyatep Yatiwat. (2016). Marketing Mix Factors for Making Decision on
Accommodation of Thai Tourists in Phuket. Social Sciences Research and Academic Journal.
11(supplement): 31-46. [in Thai]
Tourism Authority of Thailand Intelligence Center. (2017). Business Data. Retrieved on 10 May 2019,
Suvimol Wongvanich. (2015). Needs Assessment Research. Bangkok: Chulalongkorn University Press.
Waraporn Suksanchananun et al. (2018). A Study on Potential levels of Halal Tourism Resource in Lower
Songkhla Lagoon Area for Muslim Tourists. Social Sciences Research and Academic Journal.
13(38): 31-46. [in Thai]
Witkin, B. R. (1984). Assessing needs in education and social program. San Francisco,
CA: Josses-Boss Publishers.
Yamane, T. (1973). Statistics: an introduction analysis. (3rd ed.). New York: Harper & Row.
Zeithaml, V. A., Parasuraman, A. & Berry, L. L. (1990). Delivery quality service: balancing customer
Perceptions and expectations. New York: Free Press
Copyright (c) 2020 Journal of Research and Development Institute Rajabhat Maha Sarakham University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.