Service Quality Improvement in the Thai Hotel Industry

At present, hotels in Thailand have been experiencing dramatic changes, leading hotel practitioners to pay attention to service quality improvement. Empirical research, using in-depth face-to-face interviews, has been conducted to examine service quality improvement in the Thai hotel industry. Thirty hoteliers were recruited from five-star hotels in Bangkok, Thailand, to find out their problems in customer service, their critical success factors, barriers to success, what should be done to overcome those problems, and what more could be done to continue to improve service quality. Though service quality improvement initiatives in the Thai hotel industry are successful to some extent according to respondents’ views, the findings, however, indicate hotels in Thailand might not exactly understand their problems or have misallocated their resources to solve the problems. Therefore, hotels have to increasingly solve customer service problems, improve quality initiatives, and create more necessary quality programs based on present experiences and expertise.