ความพึงพอใจของลูกค้าที่มีต่อคุณภาพบริการของโรงแรมงามตา แม่ฮ่องสอน

Abstract

This quantitative research aims to study customer satisfaction with the service quality of Ngamta Hotel, Mae Hong Son. Data was collected through questionnaires from hotel customers, totaling 400 individuals, selected conveniently. Statistical analysis included frequency distribution, percentages, mean, standard deviation, and inferential statistics such as independent t-tests, one-way ANOVA (F-test), and χ2-test. The study findings indicate that the majority of the sample group consisted of females aged 55 years and above, employed as government officials or state enterprise employees, with a monthly income ranging from 15,001 to 30,000 baht. Most customers traveled from Bangkok and primarily stayed at the hotel for tourism and leisure purposes, booking accommodations through websites or apps. Key factors influencing hotel selection were location and convenience of transportation. Overall, customer satisfaction with service quality was found to be high across all aspects. Different objectives for staying at the hotel, such as business or leisure travel, resulted in varying levels of satisfaction. Significant differences in satisfaction were observed in areas such as staff appearance, politeness, service knowledge, and communication skills, with p-values < 0.05. Moreover, customers with different stay objectives had significant differences in their relationships with service selection factors and booking channels, with p-values < 0.05.