A Comparative Analysis of Service Quality Measurements in the Hotel Industry between Thai and International Contexts
Keywords:
Service Quality, SERVQUAL, Service Measurement, Service Model, HotelsAbstract
Most Thai scholars are familiar with the assessments of hotel service quality through the 5 original SERVQUAL dimensions: reliability, responsiveness, empathy, assurance, and tangibles. However, many international scholars had assessed hotel service quality in different models, and did not necessarily use the whole 5 SERVQUAL dimensions. To gain a better understanding about this phenomenon, this research had the objective to examine and compare past studies regarding the assessments of hotel service quality between Thai and international contexts. It was conducted through a documentary-research method by collecting data from secondary data sources, and descriptive statistics (e.g. frequency and percentage) were used to describe the findings.
The study found that Thai scholars mainly employed the 5 original SERVQUAL dimensions to measure hotel service quality, whereas most international scholars had extended or modified their dimensions to evaluate hotel service quality in different contexts, for instance, food & beverage dimension, staff & guest interaction, environmental quality, and outcome quality. With the comparative analysis, the study identified the three models of service quality which had been employed in Thai and international studies, namely, “Original Model”, “Extended Model”, and “Modified Model” However, although the three models had been employed in many studies, most of their measurement items were still fallen under the 5 SERVQUAL dimensions. Implications are discussed to provide the proper implementation of service quality measurements for the hotel industry.
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