คุณภาพบริการตามมุมมองของลูกค้าโรงแรมเดอะบาลโคนี่เชียงใหม่วิลเลจ

Abstract

The study entitled “Service Quality as Perceived by Customers of The Balcony Chiang Mai Village Hotel” was conducted by using questionnaires as the tool to collect data from 200 Thai customers who stay at The Balcony Chiang Mai Village hotel over the past year. Acquired data were, then, analyzed by the descriptive statistics i.e. frequency, percentage, and mean. The findings presented that most respondents were males between the age of 30-39 years old and single. Their educational background was a bachelor's degree. They worked as private company employees and earned monthly income in the amount of 40,001-60,000 Baht. Results of the study on the behavior of The Balcony Chiang Mai Village Hotel’s customers showed that most of them resided in the northern region and traveled to Chiang Mai alone. Up to the time when they answered the questionnaire, they had been in Chiang Mai more than 7 times with uncertain months. Most of them had stayed at The Balcony Chiang Mai Village Hotel before and had stayed there 1-2 times. They learned about The Balcony Chiang Mai Village Hotel from the suggestion made by their acquaintance. The service that they took from the studied hotel was food and beverage. The results revealed that the respondents paid the highest concern towards elements of each service quality factor as follows. In the tangibility factor, the highest concern was on the neat dressing of the hotel staff. In the reliability factor, the highest concern was on the high privacy offered to the customers. In the responsiveness factor, the highest concern was on the availability of the hotel staff to accommodate customer demand or assist them whenever they needed. In the assurance factor, the highest concern was on the pleasant courtesy that the hotel staff always provided to its customers. In the empathy factor, the highest concern was on the pleasant tendance of the hotel staff. The results also indicated that the respondents had the highest satisfaction towards elements of each service quality factor as follows. In the tangibility factor, the highest satisfaction was in the clean and comfortable guest room. In the reliability factor, the highest satisfaction was in the high privacy offered to the customers. In the responsiveness factor, the highest satisfaction was in the availability of the hotel staff to accommodate customer demand or assist them whenever they needed. In the assurance factor, the highest satisfaction was in the pleasant manner and politeness of the hotel staff when serving the customers. In the empathy factor, the highest satisfaction was in the attention of the hotel to individual customers as well as the pleasant tendance of the hotel staff. According to the Important-Performance Analysis: IPA, the results suggested that elements listed in Quadrant A, which signified an element that needed to be improved urgently, were the comfortable room furniture and equipment; the availability of health care facilities such as Sauna room, and fitness room; the useful and understandable advice from the hotel staff to the customers; the accurate service being provided by the hotel staff in the first place; the accurate and reliable service information; the readiness and willingness of the hotel staff to serve customers; the notice on a certain length of service time to be spent for each service; the safety of hotel environment; and the intention of the hotel to provide the best service for its customers.