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\rthe SERVQUAL model by comparing two hotel types, namely the boutique and the business hotel, in Thailand and to\runderstand the expectation, perception and gaps between expectation and perception regarding hotel service quality.\rThe study applied a self-administered questionnaire to measure the expectation and perception of service quality\rcharacteristics of hotels in Thailand. A total of 108 usable questionnaires were analyzed. The analysis shows that the\rservice quality of hotels in Thailand was moderately low. Hotels were not able to deliver services as expected. Also,\rthe customer expectation of the services of the boutique hotels was higher than that of the business hotels. It is observed\rthat this study can claim to be the pioneer study of hotel service quality in Thailand; in that sense this study\rcontributes to the literature by providing an advanced understanding of the hotel service quality in different types of\rhotel. This study also provides an opportunity for a comparison with other studies conducted previously in different\rparts of the world.