CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

1. The respondents in this study included limitation 60 customers at the Mercure
Hotel in Pattaya. If the subjects were drawn more than 60 respondents from other hotels in
Pattaya, the result would be more generalized.
2. This study only focused on measuring customer satisfaction with front office
service quality. Other departments (e.g. food & beverages, housekeeping, sport &
recreational facilities) are essential departments that were not included in the scope of the
present research.
3. When the questionnaires were distributed to the respondents, it was difficult to
collect the data in time. Some customers refused to participate in this survey. Moreover,
some did not return the questionnaires to the front desk in time. If the respondents were
more willing to offer feedback, the results would have been useful for improving hotel
service.
Recommendations for further studies
Further study should be undertaken to apply the results of this study. First, research
could be broadened to include other hotels in tourists locations such as Bangkok,
Chiangmai, and Phuket. Second, it would be valuable to conduct further research
concerning customers� attitudes towards the quality of other service businesses such as
restaurants, travel agencies and airlines. Further research in these areas would contribute
to overall improvement of service standards throughout Thailand.
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