COMPARISON OF SERVICE QUALITY LEVEL OF BEICH HOTEL, TAK PROVINCE AND SILAYOK HOTEL, TAK PROVINCE

Abstract

This study have an objective for comparing services quality between Berich Hotel with Sirayok Hotel in Trat province. Moreover, this paper also included the relationship of brand equity and quality that customer percieve on the services, and, the level of perception on quality and customer behavior on services from Berich Hotel and Sirayok Hotel. The simple space for this research are the customer that had use the services from both hotels, by randomly pick 370 people of customers to do the questionnaire, and analyzed by using statistical methods: One-way ANOVA, Pair simple t-test and regression.

The result of this study said that, Berich Hotel has better quality, and level of perception than Sirayok Hotel, in term of reliability, tangibles, responsiveness, assurance, comfort, empathy, and conflict resolution in the level of significant of 0.05. Moreover, the customers behaviors which has high frequently use, or more time spend on Berich Hotel’s service, would effect the level of perception on quality of those customers positively in the level of significant of 0.05. On the other hand, the level of perception on quality of  Sirayok Hotel is not affected by those behavior (frequently use and time-spend). However, more customer could perceive the quality of services, would affect on brand awareness positively in the level of significant of 0.05.