Service Quality of Hotels in Udon Thani’s Town, Thailand
The objectives of the study of Service Quality of Hotels in Udon Thani’s Town, Thailand were 1) to study
SERVQUAL of hotels in Udon Thani’s Town, Thailand in 5 factors which were tangibles, reliability, assurance,
responsiveness and empathy and 2) to study the comparison between customers’ expectation and customers’ satisfaction.
The samples were Thais, domestic tourists who received service from hotels in Udon Thani’s Town by using the stratified
random sampling of 400 samples. The research method was questionnaires and hypothesis testing statistics or t-test to make
a comparison analysis between services from customers’ expectation and level of satisfaction from customers’ perception.
The result revealed that the respondents expected tangibles at a highest level; empathy, responsiveness at a high level. The
respondents satisfied tangibles and empathy at a highest level; responsiveness and assurance were at a high level.
Keywords- Service Quality, expectation, satisfaction