Expectation Factors of Service Quality for 3 Star Standard Hotel in Muang District, Chiang Rai Province

Abstract

This research aims to study the factors of service quality expectations of 3-star hotels in Mueang District, Chiang Rai province. The data was collected using a questionnaire from a sample of 400 Thai tourists visiting Chiang Rai province. The findings revealed that the majority of the respondents were male, aged 21-30 years old, with a bachelor's degree, employed as company employees, and earning between 10,000-20,000 baht. In terms of tangible aspects of service: most tourists prioritize services are concrete and readily perceivable.  Service aimed at creating satisfaction and offering comprehensive services is about responding to the needs and desires of the customer in a clear and tangible way.  Good service must be delivered accurately to ensure customer happiness. In terms of reliability or trustworthiness: tourists prioritize receiving services accurately and within the designated timeframe, building to trust and confidence among users. Regarding the prompt response to needs: tourists value the staff's attentiveness and ability to respond to their needs quickly. Being prepared and willing to help will lead to positive impressions or satisfaction for the customer and create a good image for the organization. Regarding confidence: Tourists value polite, gentle, and cheerful service, as well as the ability to adapt to others. And regarding understanding the needs of service recipients: tourists value good service that is non-discriminatory, consistent, and provided by staff who understand the needs of each individual user. This results in customer satisfaction and encourages continuous and consistent patronage.