Measuring Service Quality Dimensions: An Empirical Analysis of Thai Hotel Industry

Abstract

The aim of this study is to focus on hotel service quality based on the application of 29 characteristic indicators from the SERVQUAL model by comparing two hotel types, namely the boutique and the business hotel, in Thailand and to understand the expectation, perception and gaps between expectation and perception regarding hotel service quality. The study applied a self-administered questionnaire to measure the expectation and perception of service quality characteristics of hotels in Thailand. A total of 108 usable questionnaires were analyzed. The analysis shows that the service quality of hotels in Thailand was moderately low. Hotels were not able to deliver services as expected. Also, the customer expectation of the services of the boutique hotels was higher than that of the business hotels. It is observed that this study can claim to be the pioneer study of hotel service quality in Thailand; in that sense this study contributes to the literature by providing an advanced understanding of the hotel service quality in different types of hotel. This study also provides an opportunity for a comparison with other studies conducted previously in different parts of the world.

Service Quality and Customer Satisfaction: A Case Study of Hotel Industry in Vietnam

“…Moreover, there have been numerous empirical studies supporting for the validity of the SERVQUAl model in the hotel service industry (Wilkins et al, 2007;Ladhari, 2009). These study adapted SERVQUAL scale with some modifications to measure hotel service quality such as Tsang and Qu (2000), Al Khattab & Aldehayyat (2011), Boonitt & Rompho (2012), Karunaratne & Jayawardena (2010), Juwaheer & Ross (2003). Moreover, there are studies which not only apply SERVQUAL to measure hotel service quality, but also use this measurement to investigate the impact of service quality on customer satisfaction such as Hossain (2012), Markovic & Raspor (2010), Juwaheer (2004.…”

“…SERVQUAL scale (Parasuraman et al, 1988) is one of the most widely used instruments to measure service quality in various service fields including hotel business (Hossain, 2012;Boonitt & Rompho, 2012;Al Khattab & Aldehayyat, 2011). This study adopted SERVQUAL scale with some customizations to measure perceived service quality as well as examine the relationship between service quality and customer satisfaction in Vietnamese hotels.…”

“…The main valuable references to construct question items for this study are SERVQUAL (Parasuraman et al, 1988) -a multiple-item scale for measuring consumer perceptions of service quality, LODGSERV (Knutson et al, 1990) -a service quality index for the lodging industry, LQI (J. M. Getty & R. L. Getty, 2003) -lodging quality index to assess customers' perceptions of quality delivery, and HOLSERV (Mei et al, 1999) -a service quality measurement scale for the hospitality industry. Moreover, many empirical studies have applied the above scales to measure service quality in hotels such as Tsang & Qu (2000), Al Khattab & Aldehayyat (2011), Boonitt & Rompho (2012, Karunaratne & Jayawardena (2010), Juwaheer & Ross (2003) are also valuable references for this study.…”

“…Therefore, the measurement of service quality and the evaluation of its impact on the customer satisfaction have been a great concerned topic for academics and practitioners in many service industries including tourism and hotel industries. To measure service quality in hotel, lodging, hospitality business, several frameworks have been developed such as LODGSERV (Knutson et al, 1990), LQI (J. M. Getty & R. L. Getty, 2003) and HOLSERV (Mei et al, 1999); and many studies adopted these scales to evaluate perceived quality in hotel services such as Wilkins et al, (2007), Ladhari, (2009), Al Khattab and Aldehayyat (2011), Boonitt and Rompho (2012, Karunaratne and Jayawardena (2010), Hossain (2012), Markovic and Raspor (2010), Juwaheer (2004), Juwaheer and Ross (2003). These studies provided mixed results on the impacts of different service quality dimensions on customer satisfaction and customer loyalty in various regions including Asian countries.…”

Toward Business Improvement through Employee-Customer Engagement in the Hotel Industry: Human-Sigma Approach

“…Moreover, hospitality organizations have increasingly come to recognize the growing importance of service quality (Ford et al, 2012). That is, growing competition and increasingly demanding customers, as well as recessionary and globalization pressures, have emphasized the need for tourism and hospitality businesses to focus on improving service quality in order to achieve competitive advantage (Boon-itt and Rompho, 2012;Ramanathan and Ramanathan, 2011). Earlier, Lev (2001) suggested that the organization"s human systems should be thought of as one of its main competitive advantages.…”