Thai Expatriates’ Perspectives of Service Quality in Alternative State Quarantine (ASQ) Hotel
DOI:
https://doi.org/10.14456/lar.2023.10Keywords:
Alternative State Quarantine (ASQ), Thai expatriate, Service qualityAbstract
The purpose of this research was to 1) study managerial concepts of alternative state quarantine (ASQ) hotels regarding good service quality from the viewpoint of Thais living abroad before returning to Thailand and 2) develop a grounded theory of ASQ hotels’ service quality from the viewpoint of Thais living abroad. This is a qualitative study to derive a theoretical conclusion from the experience of Thai nationals living overseas who had previously stayed at ASQ hotels. The researcher chose purposive sampling techniques and collected data by using in-depth interviews, documentary studies, observation, and note-taking in March 2021. The key informants were 16 Thais who had lived abroad for a year and visited Thailand at least once. The study showed that the service quality of ASQ hotels consists of 10 dimensions; 1) Hotel 2) Hotel’s product 3) Health 4) Wellness 5) Hotel’s guestroom 6) Hospitality 7) Hygiene 8) Hi-technology 9) High safety and 10) Host. In addition, it appeared that these 10 elements can be classified based on four dimensions; assurance, trustworthiness, responsiveness, and customer insight, which are recommended for the hotel business to reach the expected service quality for Thais. This includes meeting their expectations for both tangible and intangible services. Moreover, ASQ hotel service quality was found to correlate with customer’s expectations, perceptions of service quality, satisfaction and decision-making. Finally, it is concluded that the higher overall service quality perceived by Thais, the more likely they are to be satisfied and consequently recommend the hotels’ hospitality services.
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