สาขาวิชาการจัดการโรงแรม https://sure.su.ac.th/xmlui/handle/123456789/1163 2026-05-15T00:54:45Z 2026-05-15T00:54:45Z https://sure.su.ac.th/xmlui/handle/123456789/26315 2023-12-05T20:06:41Z 2015-12-28T00:00:00Z

THE "SERVQUAL" THEORY AND IMPROVEMENT PROCESS TO IMPROVE SERVICE QUALITY AND GUEST'S SATISFACTION: A CASE STUDY OF FRONT OFFICE DEPARTMENT AT CENTARA WATERGATE PAVILLION HOTEL BANGKOK. At present, hotel industry has been experiencing dramatic changes, leading hotel practitioners to pay attention between service quality and guest’s satisfaction. Service quality and guest’s satisfaction maintenance are the biggest contemporary challenges of every department in the hotel, especially front office department which is the center of guest service The purpose of this research is to examine the linkage between front office operations following the standard operation procedures, and improvement process to improve service quality and guest’s satisfaction. This study adopts the applied the SERVQUAL theory, which Parasuraman and colleagues used in their study, to analyze the dimension of service. The researcher uses it together with empirical studies to analyze service quality in front office department, and improve it to positive way. The researcher finds mains problems as following: front staffs lack of awareness, and do not process service operations following standard operation procedure, some service dimensions from the “SERVQUAL” theory are note met guest’s expectation, and uneffective improvement process to improve staff’s performance. The study utilizes a review of the literature to propose a conceptual model of service quality, front office operations, guest’s expectation and satisfaction, and improvement process. This research is based on qualitative methods: observation (participate), research action, and in-depth interview to analyze the result. The results of this study provide hotel professionals with an assessment of service quality and improvement process to hotel management, head of department, and researchers, who are interested in this topic. They can use this research together with hotel strategy to maximize the benefits of the organization, such as positive hotel review, hotel market and revenue, and stable of the organization.

2015-12-28T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26303 2023-12-05T20:06:13Z 2559-08-05T00:00:00Z

THE COMPARISON OF CRITICAL FACTORS BETWEEN FIRST TIME CUSTOMER AND REPEAT CUSTOMER FOR HOTELS IN HIGH POTENTIAL TOURISM AREAS; A CASE STUDY OF BANGKOK, HUAHIN (PRACHUAP KHIRI KHAN) AND NAKHON PATHOM Nowadays, Thailand tourism is growing in every year and hotel tourism is a big role to get a lot profit to Thailand. The first time customer and repeat customer are very important in hotel industry. The hotel should understand what factors are influencing the customers when they are looking for a hotel. Therefore, the hotel must make improvements in these critical areas to increase customer satisfaction, and hence retaining them in the future. Research methodology used in this study was quantitative method by distributing the set of questionnaire with 400 respondents in order to examine the relationships among the variables of the study. Reliability and Factor analysis were used to test with the set of questionnaire. Correlation & ANOVA analysis were used to analyse the relationships among the factors considered in the study. This research found that customer satisfaction was important factor when choosing a hotel for both first time customer and repeat customer. Between these two groups of customers, they showed some different on some factors such as 1) customer retention, 2) service quality, 3) location, 4) facilities, 5) safety & security in impacting their decision to choose a hotel. By looking closely, first time customers seem to have higher expectation than repeat customers on customer retention, service quality, location, facilities and safety & security. On the other hand, there are some factors that showed no significant different on opinion when choosing a hotel between first time customers and repeat customers were customer satisfaction, switching cost, promotion, brand preference, credibility and cleanliness.

2559-08-05T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26302 2023-12-05T20:06:12Z 2559-01-08T00:00:00Z

THE IMPACT OF CUSTOMER PERCEPTION TOWARD THE SPA'S SCENT TO BRAND RECOGNITION AND CONSEQUENT RESULT TO BRAND EXTENSION ON RELATED OLFACTORY PRODUCTS IN SPAS : A CASE STUDY OF ELEMIS SPA BANGKOK Human is a specific creature that significantly controls his own physicality and mentality via intellectual brain, which is inextricably linked with nerve fiber and neurotransmitters to generate sensory system and external behavioral expression. Since the knowledge of conjoint neurocirculatory was published, many scientists and psychologists tend to find out a linkage of neuro system and human behavior. The purpose of this research is to find out the difference or similarity between genders on customer perception toward the spa's scent, and identify the brand recognition affected by the spa's scent based on Proust’s Phenomenon and the relationship between customer perception toward the spa's scent to brand extension. This research has been preceded with the cooperation of the Elemis Spa Bangkok in the company of 300 participations spa’s customers, separated by gender classifications in order to answer the questionnaires and respond the direct feedback to the researcher. The research begins with reviews of the literatures to conceptualize the dependent and independent factors affected by scent, and estimate the form of hypothesis based on quantitative methods. The result of this research strengthens the importance of physical environment concerning for the service industry, particularly in the sense of smell toward customer perception and brand recognition. In addition, the customers are widened their own perspective on scenting products in relevant to multiply products line on the same brand or brand extension concepts.

2559-01-08T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26274 2023-12-05T20:05:09Z 2559-01-08T00:00:00Z

SUSTAINABLE DEVELOPMENT AS A WAY OF LIFE UNDER THE SUFFICIENCY ECONOMY PHILOSOPHY: A CASE STUDY OF BAAN OMLONG, MAESAB SUBDISTRICT, SAMOENG DISTRICT, CHIANG MAI PROVINCE The purpose of this research is to study about sustainable development under the philosophy of sufficient economy. The boundary of study focuses on Baan Omlong community under Samoeng District in Chiang Mai, as the outstanding area being approached by H.M. King Bhumibol's theory, so-called “BORWORN”, a part of the sufficient economy. The research is mainly to find key components of the sustainable development in the community while understanding factors affecting the community achievement in the sustainable way. In addition, the research shall discover factors obstructing the community development at the same time. The research methodology was involved by qualitative research. It was conducted through in-depth interviews using unstructured interviews, including the participant observation, for a period of two months in order to gather efficient insight data. The review found that home (“Baan” in Thai), temple (“Wat” in Thai), and school (“Rong Rean” in Thai) were three major pillars driving overall Thai society, more or less, to move on. The research discovered that the sufficient economy initiated by H.M. King Bhumibol was able to minimize Baan Omlong’s problem in terms of economic, social, and environmental dimensions simultaneously, and create the sustainability to the community in the long run. The research finally realized that the community should have the guidelines of conservation or tourism management plans which were also formed and presented to the community for lifelong development.

2559-01-08T00:00:00Z