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A MASTER S PROJECT

BY

ALIN SRIYAM

Presented in Partial Fulfillment of the Requirements for the

Master of Arts Degree in Business English for International Communication at Srinakharinwirot University May 2010
CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF FRONT OFFICE STAFF AT THE HOTEL

A MASTER S PROJECT BY
ALIN SRIYAM

Presented in Partial Fulfillment of the Requirements for the

Master of Arts Degree in Business English for International Communication at Srinakharinwirot University May 2010

Copyright 2010 by Srinakharinwirot University

A MASTER S PROJECT

BY

ALIN SRIYAM

Presented in Partial Fulfillment of the Requirements for the

Master of Arts Degree in Business English for International Communication at Srinakharinwirot University May 2010
Alin Sriyam. (2010). Customers Satisfaction towards Service Quality of Front Office Staff at the hotel. Master s Project, M.A. (Business English for International Communication). Bangkok: Graduate School, Srinakharinwirot University. Project Advisor: Dr. U-maporn Kardkarnklai.

Due to the increasing competition of service business and the high demand of the customers, service quality is the fundamental factor to measure customers satisfaction at the Mercure Hotel Pattaya. The objectives of the study are (1) to assess customers expectation and perception level towards service quality of front office staff at the hotel, and (2) to analyze the discrepancy between customers expectation and perception level towards service quality of front office staff at the hotel. Based on the SERVQUAL instrument (Parasuraman et al., 1985, 1991), the service quality was consisted of five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The questionnaire of this study was designed by Parasuraman et al. Sixty respondents, who stayed at the hotel from 1st A 15th September 2009, were randomly selected. The findings of this study showed the

highest level of customers expectation was Bassurance (x = 4.05); meanwhile, the highest level of customers perception was Btangibility (x = 4.45). The finding also showed that the SERVQUAL gap was analyzed as the positive disconfirmation meaning that the hotel customers perceived service performance which exceeded customers expectation towards service quality of front office staff at the Mercure Hotel Pattaya. FGHIJKLJMNOPMLQRSFTHUVWIXYMFZ[\HJSH]^]_SH]PMLJ`aSLH`bYG`c`HPMLd]Le]I

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