CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

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Table 9 shows most customers (80%) would return to the Mercure Hotel in Pattaya. This finding may result from their appreciation of service of front office staff who paid individual attention to them. Part IV of the questionnaire showed that the front office manager contacted dissatisfied customers immediately to understand problems and perhaps offer compensation by providing a free dinner voucher or an free additional night at the hotel. This affirmed that the front office manager was professional in solving problems immediately. The result of this study conforms with Juwaheer and Ross (2003), who found that when customers� requirements are clearly identified and understood, hotel managers are more likely to be able to anticipate and fulfil their customers� needs and wants, rather than merely reacting to their dissatisfaction. Customers� suggestions towards service quality of front office staff Table 10 Customers� suggestions Customers� suggestions Number of respondents Percentage Compliments 57 95% Complaints 3 5% Total 60 100% Table 10 shows that the majority of customers (95%) complimented the hotel services. Customers reported that the front office staff were very nice and provided a quick and smooth check in. Thereafter, they felt very comfortable during their stay. The receptionists were willing to help customers by guiding them to nearby attractions. On the 37
other hand, only 5% of respondents made complaints that the staff should improve their English skill and should have more knowledge about the types of room and hotel facilities. In conclusion, the result showed a positive gap between customers� expectation and perception towards service quality of front office staff. Customers� perception level was higher than their expectation. It is obvious that most customers felt satisfied with the service quality of the front office staff at the Mercure Hotel in Pattaya. 38
Page 1 and 2: CUSTOMER SATISFACTION TOWARDS SERVI
Page 3 and 4: CUSTOMER SATISFACTION TOWARDS SERVI
Page 5 and 6: ��
Page 7 and 8: The master�s project advisor, cha
Page 9 and 10: TABLE OF CONTENTS Chapter Page 1 IN
Page 11 and 12: TABLE OF CONTENTS (Continued) Chapt
Page 13 and 14: LIST OF FIGURE Figure Page 1 Expect
Page 15 and 16: In addition, Watt (2007) stated tha
Page 17 and 18: Objectives of the Study The objecti
Page 19 and 20: CHAPTER 2 LITERATURE REVIEW This ch
Page 21 and 22: 4. Front cashiers record guests�
Page 23 and 24: hotel. As Harrington, and Akehurst,
Page 25 and 26: tangibility, reliability, responsiv
Page 27 and 28: guests. Example 1: The guests expec
Page 29 and 30: performance (or outcome) in relatio
Page 31 and 32: Disconfirmation theory was declared
Page 33 and 34: measure service quality of Croation
Page 35 and 36: CHAPTER 3 RESEARCH METHODOLOGY In t
Page 37 and 38: ambiguous. The management also sugg
Page 39 and 40: Table 1 Personal data of Respondent
Page 41 and 42: Table 2 shows that overall satisfac
Page 43 and 44: promised and resolved problems prom
Page 45 and 46: Table 5 Customer satisfactions conc
Page 47 and 48: housekeeping notifies them of any d
Page 49: Table 8 demonstrates the gap betwee
Page 53 and 54: perception was higher than expectat
Page 55 and 56: REFERENCES
Page 57 and 58: Dabholkar, P.A., Thorpe, D.I. & Ren
Page 59 and 60: Morrison, Alastair M. (1989). Hospi
Page 61 and 62: APPENDICES
Page 63 and 64: Questionnaire This questionnaire is
Page 65 and 66: Dimensions Level of Expectation Lev
Page 67: APPENDIX B PERMISSION LETTER 54
Page 70: Name: Alin Sriyam Date of Birth: 11

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