Quality service of Dusit Thani Hua Hin Hotel. MS. Roongravi Sivilai

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1 Quality service of Dusit Thani Hua Hin Hotel MS. Roongravi Sivilai RESEARCH FINDING AND ANALYSIS After the reviewing the formulating of hypotheses and research objectives, I conducted the field survey. This chapter covers all the field survey results based on the data gathered, collected, processed and analyzed. The survey results are presented in two parts, first on the descriptive statistics on the demographic profile of respondents, and second on the inferential statistics used on the testing of the research hypothesis. Part I : Demographic Profile of the respondents The respondents of the research were the customers who used the services of Dusit Thani Hua Hin Hotel during the research period. Three hundred sets of questionnaires were distributed and all of them were checked for the completeness after returned by the respondents. The respondents profile covers the respondents gender, age, purpose of their trip, monthly income, and education level as shown on below. 1. Gender and Age of the respondents As shown on Table 4.1 of the 300 respondents, there were 195 male respondents or 65 % and 105 or 35% females. Within 195 male respondents, 68.5% or 63 respondents were aged between years old. 93 respondents or 65% were male who aged between years old. 25 respondents were respondents were male Whose age were between years old and 14 respondents or 70% were male whole age was more than 50 years old. Moreover, the rest 105 respondents were female or 35% of the total respondents which composed of 29 respondents who were female aged between years old, 50 respondents were female who aged between years old, 20 respondents were female who aged between years old and the rest 105 of 35% were female who aged over 50 years old. From respondents characteristics as described by age group mostly the main respondents were both male and female who aged between years old. 2. Gender and The purpose of Trip

2 As shown on the Table 2, Out of 300 total respondents, there were 195 male respondents, in which 143 male respondents indicated the purpose of their trip as for travel purpose while the other 52 male respondents indicated their purpose as leisure trip. And for 105 female respondents which comprised of 43 female respondents who took their trip for travel purpose while 62 female respondents took also the leisure trip. This finding also indicated that both female and male were taking their trip for Leisure and travel purposes. 3. Marital Status and Purpose of their trip The following Table 3 shows the profile of marital status and purpose of the trip and stay in the Dusit Thani Hua Hin Hotel. From this Table 4.3, the I found that 190 of 300 respondents or 63.3% were married while 84 of them (28%) were single. The rest 26 respondents were divorced. The finding also indicated the purpose of the trip crossed with the marital status. Respondents who were single and married were more likely to take the travel trip rather than leisure trip but respondents who were divorced were more likely to take the leisure trip than travel trip. 4. Nationality of the Respondents The nationality of the respondents, out of 300 total respondents, majority of the respondents were Japanese which was 66 respondents is accounted for 22%, second largest group was American which was 60 respondents or accounted for 20%. European respondents were ranked as the third largest group, which were 58 out of 300 respondents or 19.3%. The fourth group was British respondents, there were 55 British respondents or 18.3%. The fifth group was Korea, which were 29 respondents out of 300 or 9.7%. Australian respondents were ranked as the six largest group which were not quite much, only 21 respondents out of 300 or 7%. The other nationality group was accounted for 3.7% or 11 respondents out of 300. There indeed was a wide spectrum of customers of this Hotel come from Asia and Europe, which indicated Dusit Thani Hua Hin Hotel was catering to the international clients, mostly male for business purpose. 5. Monthly Income (in Thai Baht) From table 5, respondents were asked to answer about their monthly income and in order to avoid some confusion because of the respondents nationality, the I provided the respondents with the answer of their income in Thai Baht. Table 4.5 presented the findings of 19 respondents or 6.3% respondents had the monthly income between 20,000 39,999 Baht. 15 respondents or 5% were those who had the monthly income between 40,000 59,999 Baht. 25 respondents or 8.3% were those who had the monthly income between 60,000 79,999 Baht. 114 respondents or 38%

3 were those who had the monthly income between 80,000 99,999 Baht. And the rest of them or 127 out of 300 respondents or 42.3% had the monthly income above 100,000 Baht. Surprisingly, the majority income group of Dusit Thani Hua Hin was those who had income 100,000 Baht per month and above which was accounted for 42.3% while the least group was those who income ranged 40,000 59,999 Baht per month which was only 5% for this group of respondents. 6. Education Level Table 6 shows the profile on education level of the respondents. Out of 300 respondents, there were 217 respondents or 72.3% who were Bachelor Degree graduated. 49 respondents or 16.3% were under Bachelor Degree and 34 respondents or 11.3% were those who had higher than Bachelor Degree. It is expected that most of the customers of this hotel to be educated or schooled as they were coming from a higher income group and were in for business purposes. Therefore it is likely that they had gone through tertiary education. Part II : Attitudes toward Quality Service This part presents the 300 respondents attitude toward each aspect of quality service of Dusit Thani Hua HinHotel. This Attitude Profile toward the Quality Service of Dusit Thani Hua Hin covers both of the services of Front operation and accommodation provided by the Hotel. Service Quality Service, which includes the Reliability, Responsiveness, Friendship and Assurance. Respondents were asked to rate the following statement about their attitude toward quality service of Dusit Thani Hua Hin Hotel. The meanings of the scores are 1 equal to strongly disagree and 5 equal to strongly agree. Therefore the statement which had the means score to 5 will be favourably preferred. The finding of the Quality Service of each attributes were as follows: 7. Quality Service in term of Reliability in Accommodation From table 7, 300 respondents were asked to rate their attitude toward the quality services in term of reliability in Accommodation of Dusit Thani Hua Hin Hotel. The I found that the quality services in t term of reliability in Accommodation of Dusit Thani Hua Hin were rated with total means score of which was just above average, which could mean they expected more of the Accommodation of the hotel or what the hotel has offered in terms accommodation was not so extraordinary as a five star hotel Table 1. Customers attitude toward the reliability in hotel accommodation

4 Descriptive Statistics 1) When I check-in process is very smooth with error free. 2) I feel that the quality of service provided to me make like I am in Exclusive 6 star hotel. 3) The full facilities are provided in guest room with high standard perceptions. 4) The billing process of all outlets is very accurate, timely and understandable. 5) I feel that guestroom are maintained with high cleanliness. Valid N (listwise) 300 Average means score for Reliability in Hotel Accommodation = The customers expressed their agreement that felt that guestrooms were maintained with high cleanliness with the highest means scores of 3.28 comparing among other questions within the same construct. The second attribute in quality service in term of accommodation was the customers attitude toward the full facilities provided in guestroom with high standard perceptions with means score of The third highest means was 3.21 concerned the billing process of all outlets which were very accurate, timely and understandable. The fourth-highest means was 2.92, on an aspect of quality of service provided made them. This aspect with least mean rating was attribute for quality service in the Accommodation Service was the check-in process with a low means score of 2.92 means score, which was below the neutral point. This rating could be the factor that pulled the means scores for the reliability in hotel accommodation down to , which was just above the neutral point. This means their impression on the hotel accommodation is mainly acceptable. 8.Quality Service in term of Responsiveness in Accommodation From table 8, the customers rated the following statements as little above than average point, which were Table 2 Customers attitude toward the responsiveness in hotel accommodation

5 Descriptive Statistics 1. When the accommodation has the problem, the staff always giving prompt service to me 2. The hotel staffs are consistently courteous to me. 3. The staff manner is very welcome and always ready to provide the service hours room service is provided to me with good quality. Valid N (listwise) 300 Average means score for Responsiveness in Accommodation = There were two attributes which got the highest means scores of 3.17 concerned the quality service in term of responsiveness in Accommodation with the staff manners was very welcome and readiness of the service provided as well as the 24 hours room service which was provided with good quality. The others two attributes also got the same means scores of 3.15 concerned the staff s prompt service whenever there was a problem with the accommodation and the consistently courteous of the staffs. The I found that the means score for the responsiveness in hotel accommodation were which was little above the neutral point. This means that the customers were not so impressed with the quality service in term of the responsiveness in hotel accommodation 9. Quality Service in term of Friendship in Accommodation This factor had only two statements concerning the quality service in term of friendship in Accommodation which got the total means score of Table 3 Customers attitude toward the friendship in hotel accommodation Descriptive Statistics 1) The decoration and experience of the hotel make me feel like I am in Exclusive 6 star hotel. 2) The experience of the hotel make me feel warm and feel like I am in luxury hotel.

6 Valid N (listwise) 300 Average means score for Friendship in Accommodation = The first attribute received 3.13 means scores concerning the hotel provided the above average level in decoration and experience, which made the customers felt like they were in Exclusive 6 star hotel. For the second attribute, which asked about the experience whether they felt warm and felt like they were in luxury hotel or not, the mean of this statement was equal to This means that the customers were not fully impressed with the warmth and luxurious of the hotel rather than the feeling of being in Exclusive 6 star hotel. The I found the means score for the friendship in hotel accommodation was only which was above the neutral point. It is likely that these customers have been to many luxurious hotels in other business trips that what Dusit Thani Hua Hin Hotel provided was just average or not extraordinary or impressive. 10. Quality Service in term of Assurance in Accommodation From table 10, the average means scores for the quality service in term of assurance in accommodations were which was very high relative to other factors. Table 3 Customers attitude toward the assurance in hotel accommodation Descriptive Statistics 12) I feel that I have high privilege in the guestroom. 13) I feel very satisfaction while I stay in guestroom. Valid N (listwise) 300 Average means score for Assurance in Accommodation = The assurance factor consisted of two attributes. The first attribute received the means score of 3.32, Dusit Thani Hua Hin Hotel was able to provide high privilege in the guestroom to all 300 customers. The second statement also received the good feedback, which had the means scores of The average means scores for the quality service in term of assurance in accommodations were This meant that customers felt that they were in privilege rather than in satisfaction while they were in the guestroom. The I found the means score for the assurance in hotel accommodation were It was above the neutral point, which could mean acceptable at the minimum level.

7 11.Reference in Hotel From table 11, I asked the respondents whether they would recommend the Dusit Thani Hua Hin Hotel to their friends/family to stay or not, the result was the mean scores of 3.24, which was slightly above the average point of 3. Table 4 Customers reference in hotel to others Descriptive Statistics Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Valid N (listwise) 300 Average means score for Reference in Hotel = 3.24 From this statement, it means that the customers would likely recommend their friends and family to stay in Dusit Thani Hua Hin Hotel. The I found the means score for the reference in hotel were It was above the neutral point. 11. Quality Service in term of Reliability at Front operation Table 4 Customers attitude toward the reliability at Front operation Descriptive Statistics The hotel Front operation offered various services with very good quality and good perception to me.. I feel that the satisfaction are good as I am in Exclusive 6 star hotels. The experience I had at Front operations are high standard and high quality. Valid N (listwise) 300 Average means score for Reliability at the Front operation = The I found the means score for the reliability at the Front operation were above the neutral point, which have got the mean score of

8 12. Quality Service in term of Responsiveness at Front operation From all above three attributes of Table 4.13 concerned the quality service of Dusit Thani Hua Hin in term of Reliability at Front operation, average means score for Reliability at Front operation From the research the customers attitude toward highest score in the hotel Front operation offering of various services with very good quality and good perception got the highest means scores of The second attribute received mean scores of 3.20 which the customers felt that the service and support quality were good as they were in Exclusive 6 star hotel. For the perception that the customer used in the Front operation, the customers rated this factor with the least agreeable with the means score of Customers attitude toward the responsiveness in the hotel Front operation Descriptive Statistics Pre-arrival and Arrival segment insists on error free records The staffs at Front operations provide good quality of service with consistently courteous to me. (friendliness to staff) When guest have problems at Front operations the hotel staffs solve the problem with fast speed. Valid N (listwise) 300 Average means score for Responsiveness at the Front operation = From the table 13, 300 customers rated their attitude toward the quality service in term of responsiveness in the Front operation. The highest score was focus to the customers thought that Pre-arrival and Arrival segment insisted on error free records as the means scores equal to The second attribute got means score of 3.18 concerned the fast responses to hotel staff problem. The last attribute was asked about the staffs providing of good quality of service with consistently courteous, the means score for this factor was The average means score for the quality service in term of responsiveness at the Front operation equal to , it s above the neutral point. 13. Quality Service in term of Assurance at the Front operation

9 From table 14, the quality service in term of assurance at the Front operation was asked. The customers agreed mostly for their feeling of very satisfaction while they were at the Front operation with the means score of Table 5 Customers attitude toward the assurance in hotel Front operation Descriptive Statistics I feel that have high privilege at the Front operation I feel very satisfaction while I am at Front operation I feel confident with the quality of services and supports Valid N (listwise) 300 Average means score for Assurance at the Front operation = The second attribute which was the customers feeling of confident in the quality of service and support at the Front operation provided with means score of While the least agreed attribute rated by the customers were the feeling of high privilege while they were at the Front operation with the means score of So for this quality service in term of assurance at Front operation, they average means score was , which are above the neutral point. Friendship at the Front operation From table 15, 300 respondents rated the last quality service factor that was the friendship at the Front operation. The highest means score of 3.16, the customers feeling about the experience at the Front operation which make them feel like they were in Exclusive 6 star hotel. Another factor which is the customers feeling toward the decoration at the Front operation, this attribute got means score of Table 6 Customers attitude toward the friendship at the hotel Front operation Descriptive Statistics The decoration at the Front operations makes me feel like I am in the Front operations of Exclusive 6 star hotels.

10 The experience at thefront operations make me feel like I am in the Front operations of Exclusive 6 star hotels. Valid N (listwise) 300 Average means score for the Friendship = This meant that the customers were impressed with the experience at the Front operation rather than the decoration of the Front operation. The I found the means score for the friendship at Front operation were above the neutral point, which have got the mean score of Customer Satisfaction toward Hotel both at Front operation and accommodation This statement asks the level of customer satisfaction towards the factors of responsiveness, assurance, reliability and friendship for both the Front operations and accommodations. Table 7. the overall customers satisfaction in hotel Descriptive Statistics If the hotel provide good quality service in term of responsiveness, assurance, reliability and friendship for both at the Front operation and accommodation, will you be satisfied. Valid N (listwise) 300 The I found the means score for the overall customer satisfaction toward Dusit Thani Hua Hin both at the Front operations and accommodations were 3.20 which was above the neutral point. Part III : Simple Linear Regression Analysis

11 This linear regression analysis was used to determine the relationship between independent variables and dependent variables. Moreover, simple linear regression was also used to develop an equation (a linear regression line) for predicting a value of the dependent variables given a value of the independent variable. A regression line is the line described by the equation and the regression equation is the formula for the line. Since the significant level is less than 0.05, it means there is some relationship occurred between two variables. Hypothesis1 Ho1 : There is no relationship between quality service in terms of reliability in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Ha1 : There is some relationship between quality service in terms of reliability in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Coefficients(a) Model 1 (Constant) RELIA Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 26) If the hotel provide good quality service in term of responsiveness, assurance, reliability and friendship for both at the Front operation and Accommodation, will you be satisfied Y = Customers satisfaction towards Dusit Thani Hua Hin Hotel X = Quality service in term of reliability with hotel staff Equation: Y = X ANOVA(b)

12 Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), RELIA b. Dependent Variable: 26) If the hotel provide good quality service in term of Responsiveness, assurance, reliability and friendship for both at the Front operation and Accommodation, will you be satisfied Model Summary Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.747(a) a. Predictors: (Constant), RELIA Result of Testing : Reject Ho From the above tables, there is positive relationship between quality service in terms of reliability in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 74.7% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 55.8% which meant the variation in customer satisfaction could be explained by variation in reliability in hotel staff by 55.8% Hypothesis2 Ho2 : There is no relationship between quality service in terms of responsiveness in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Ha2 : There is some relationship between quality service in terms of responsiveness in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Coefficients(a) Model Unstandardized Standardized t Sig.

13 1 (Constant) RESPON Coefficients Coefficients B Std. Error Beta a. Dependent Variable: 26) If the hotel provide good quality service in term of responsiveness, assurance, reliability and friendship for both Front operation and Accommodation, will you be satisfied Y = Customers satisfaction towards Dusit Thani Hua Hin Hotel X = Quality service in term of responsiveness in hotel staff Equation: Y = X ANOVA(b) Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), RESPON b. Dependent Variable: 26) If the hotel provide good quality service in term of Responsiveness, assurance, reliability and friendship for both Front operation and Accommodation, will you be satisfied Table 18.2 c Model Summary Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.694(a) a. Predictors: (Constant), RESPON

14 Result of Testing : Reject Ho From the above tables, there is positive relationship between quality service in terms of responsiveness in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 69.4% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 48.2% which meant the variation in customer satisfaction could be explained by variation in responsiveness in hotel staff by 48.2% Hypothesis3 Ho3 : There is no relationship between quality service in terms of friendship in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Ha3 : There is some relationship between quality service in terms of friendship in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Coefficients(a) Model 1 (Constant) TANGIBLE Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 26) If the hotel provide good quality service in term of responsiveness, assurance, reliability and friendship for both Front operation and Accommodation, will you be satisfied Y = Customers satisfaction towards Dusit Thani Hua Hin Hotel X = Quality service in term of friendship in hotel staff Equation: Y = X ANOVA(b) Model Sum of Squares df Mean Square F Sig.

15 1 Regression Residual Total (a) a. Predictors: (Constant), TANGIBLE b. Dependent Variable: 26) If the hotel provide good quality service in term of Responsiveness, assurance, reliability and friendship for both the Front operation and Accommodation, will you be satisfied Model Summary Result of Testing : Reject Ho Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.791(a) a. Predictors: (Constant), TANGIBLE From the above tables, there is positive relationship between quality service in terms of friendship in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 79.1% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 0.626% which meant the variation in customer satisfaction could be explained by variation in friendship in hotel staff by 62.6% Hypothesis4 Ho4 : There is no relationship between quality service in terms of assurance in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Ha4 : There is some relationship between quality service in terms of assurance in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Y = Customers satisfaction towards Dusit Thani Hua Hin Hotel X = Quality service in term of assurance in hotel staff Coefficients(a) Model Unstandardized Coefficients Standardized Coefficients B Std. Beta t Sig.

16 Error 1 (Constant) ASSURE a. Dependent Variable: 26) If the hotel provide good quality service in term of responsiveness, assurance, reliability and friendship for both the Front operation and Accommodation, will you be satisfied Equation: Y = X ANOVA(b) Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), ASSURE b. Dependent Variable: 26) If the hotel provide good quality service in term of Responsiveness, assurance, reliability and friendship for both the Front operation and Accommodation, will you be satisfied Model Summary Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.657(a) a. Predictors: (Constant), ASSURE Result of Testing : Reject Ho From the above tables, there is positive relationship between quality service in terms of assurance in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 65.7% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 43.1% which meant

17 the variation in customer satisfaction could be explained by variation in assurance in hotel staff by 43.1% Hypothesis5 Ho5 :. There is no relationship between reliability in hotel staff and reference towards Dusit Thani Hua Hin Hotel Ha5 : There is some relationship between reliability in hotel staff and reference towards Dusit Thani Hua Hin Hotel Coefficients(a) Model 1 (Constant) RELIA Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Y = reference towards Dusit Thani Hua Hin Hotel X = Quality service in term of reliability in hotel staff Equation: Y = X ANOVA(b) Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), RELIA b. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay

18 Model Summary Result of Testing : Reject Ho Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.673(a) a. Predictors: (Constant), RELIA From the above tables, there is positive relationship between reliability in hotel staff and reference towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 67.3% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 45.3% which meant the variation in reference could be explained by variation in reliability in hotel staff by 45.3% Hypothesis6 Ho6 : There is no relationship between quality service in terms of responsiveness in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Ha6 : There is some relationship between quality service in terms of responsiveness in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Coefficients(a) Model 1 (Constant) RESPON Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 14) Dusit Thani Hua Hine Plaza Bangkok Hotel is one of hotels that I will recommend my friends and family to stay Y = reference towards Dusit Thani Hua Hin Hotel X = Quality service in term of responsiveness in hotel staff Equation: Y = X ANOVA(b) Model Sum of Squares df Mean Square F Sig.

19 1 Regression Residual Total (a) a. Predictors: (Constant), RESPON b) Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Model Summary Result of Testing : Reject Ho Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.667(a) a. Predictors: (Constant), RESPON From the above tables, there is positive relationship between responsiveness in hotel staff and reference towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 66.7% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 44.5% which meant the variation in reference could be explained by variation in responsiveness in hotel staff by 44.5% Hypothesis7 Ho7 : There is no relationship between quality service in terms of assurance in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Ha7 : There is some relationship between quality service in terms of assurance in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Coefficients(a) Model 1 (Constant) ASSURE Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay

20 Y = reference towards Dusit Thani Hua Hin Hotel X = Quality service in term of assurance in hotel staff Equation: Y = X ANOVA(b) Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), ASSURE b. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Model Summary Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.600(a) a. Predictors: (Constant), ASSURE Result of Testing : Reject Ho From the above tables, there is positive relationship between assurance in hotel staff and reference towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 60% of relationship (R) between these two variables means that the relationship was in positive direction and R Square was 36% which meant the variation in reference could be explained by variation in assurance in hotel staff by 36 % Hypothesis8

21 Ho8 : There is no relationship between quality service in terms of friendship in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Ha8 : There is some relationship between quality service in terms of friendship in hotel staff and reference towards Dusit Thani Hua Hin Hotel Table 18.8a Coefficients(a) Model 1 (Constant) TANGIBLE Unstandardized Coefficients Std. B Error Beta Standardized Coefficients t Sig a. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Y = reference towards Dusit Thani Hua Hin Hotel X = Quality service in term of friendship in hotel staff Equation: Y = X Table 18.8b ANOVA(b) Model Sum of Squares Regression Residual Total df Mean Square F Sig (a) a. Predictors: (Constant), TANGIBLE b. Dependent Variable: 14) Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay Model Summary Std. Error Mode Adjusted of the l R R Square R Square Estimate 1.691(a) a. Predictors: (Constant), TANGIBLE

22 Result of Testing : Reject Ho From the above tables, there is positive relationship between friendship in hotel staff and reference towards Dusit Thani Hua Hin Hotel since the significant value is 0.00 (less than 0.05 sig. Value). Moreover, there was approximate 69.1% of relationship (R) between these two variables meant that the relationship was in positive direction and R Square was 47.8% which meant the variation in reference could be explained by variation in friendship in hotel staff by 47.8 % Part IV : Summary Table of I Findings The following table shows in a summary the means findings of each of the variables considered in the study If the hotel provides good quality service in term of responsiveness, assurance, reliability and friendship for both the Front operation and accommodation, will you be satisfied. Demographic Profile Mean Average Mean 1)Gender Male 3.17 Female )The purpose of the trip Business Trip 3.15 Leisure Trip )Age years years years Above 50 years )Martial Status Single 3.21 Married 3.24 Divorce )Nationality American 3.3 Japanese 3.27 British 3.15 Australian 2.95 Korean 3.28 Europe 3.05 Others ) Montly Income (in Thai Bath) ,000-39,

23 40,000-59, ,000-79, ,000-99, ,000 and above 3.2 7)Education Level Under Bachelor degree 3.22 Bachelor degree 3.18 Higher than Bachelor degree Table 19b 1)When I check-in process is very smooth with error free )I feel that the quality of service provided to me make like I am in Exclusive 6 star hotel )The full facilities are provided in guest room with high standard perception )The billing process of all outlets is very accurate, timely and understandable )I feel that guestroom are maintained with high cleanliness )When the accommodation has the problem, the staff always giving prompt service to me )The hotel staffs are consistently courteous to me )The staff manner is very welcome and always ready to provide the service )24 hours room service is provided to me with good quality )The decoration and experience of the hotel make me feel like I am in a 5star hotel )The experience of the hotel make me feel warm and feel like I am in luxury hotel )I feel that I have high privilege in the guest room )I feel very satisfaction while I stay in guest room )Dusit Thani Hua Hin Hotel is one of hotels that I will recommend my friends and family to stay )The hotel Front operation offered various services with very good quality and good perception to me )I feel that the satisfaction are good as I am in Exclusive 6 star hotels )The perception I experienced at the Front operations are high standard and high quality ) Pre-arrival and Arrival segment insists on error free records )The staffs at the Front operations provide good quality of service with consistently courteous to me. (friendliness of staff) )When I have problems at the Front desk, the hotel staffs solve the problem with fast speed )I feel that have high privilege at the Front desk )I feel very satisfaction while I am in Front desk ) I feel confident with the quality of service and support )The decoration at the Front operations makes me feel like I am in the Front operations of Exclusive 6 star hotels )The experience of Front operations make me feel like I am in the Front operations of Exclusive 6 star hotels )If the hotel provide good quality service in term of responsiveness, assurance, 3.20

24 reliability and friendship for both Front operation and accommodation, will you be satisfied. Total Average mean for Reliability in Hotel's Accommodation Total Average mean for Responsiveness in Hotel's Accommodation Total Average mean for Friendship in Hotel's Accommodation Total Average mean for Assurance in Hotel's Accommodation Total Average mean for Reference 3.24 Total Average mean for Reliability in Hotel's Front operation Total Average mean for Responsiveness in Hotel's Front operation Total Average mean for Friendship in Hotel's Front staff operation Total Average mean for Assurance in Hotel's Front operation Total Average mean for customer satisfaction in Hotel's accommodation and Front operation Customer Satisfaction in quality Service in term of P-Value Beta Strength of Relationship H1 Reliability in Hotel staff Moderately Strong H2 Responsiveness in Hotel staff Moderately Strong H3 Friendship in Hotel staff The most Strongest H4 Assurance in Hotel staff Moderately Strong Reference in quality service in P-Value Beta Strength of term of Relationship H5 Reliability Moderately Strong H6 Responsiveness Moderately Strong H7 Friendship Moderately Strong H8 Assurance Strong Finally according to the research respondents profile, there are 2 groups of respondents which are male and female, and the I found that the male customers are more than female customers but female exhibits more level of customer satisfaction than male if hotel provides good quality service in term of responsiveness, assurance, reliability and friendship for both at the Front operation and accommodation. Mostly the age of male and female customers are years old and for those who age between years old exhibits more level of customer satisfaction than any other level while those who aged above 50 or as they are older they will not likely to satisfy much though hotel provides them with the good experience Front operation service and accommodation. The main purpose of male customers was for their leisure trip, while female customers purpose was also the trip for their leisure. Single and married respondents used Dusit Thani Hua Hin hotel for their leisure trip, and divorced respondents use Dusit Thani Hua Hin hotel for their leisure trip. Customers who are married are more likely satisfied if the hotel provides them the good experience at the Front operation and accommodation in every term of quality service than any other type of customers. Dusit Thani Hua Hin Hotel seemed to be popular to those who are Japanese, American, and Europe, respectively, and also, it s very popular to high-income people

25 who earn more than 100,000 Baht per month. For those who have monthly income higher than 80,000 Baht are likely to satisfy with the hotel Front operation and accommodation than any others. Most customers who are using service at Dusit Thani Hua Hin Hotel are educated, receiving Bachelor Degree certified but those who will satisfy with hotel quality service are those who have higher than bachelor degree. For the customers attitudes towards quality service approaches to customers satisfaction, the I found that there were some relationship between quality service in terms of friendship in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Quality service is the most relatedness to the customers satisfaction of the hotel. For the reliability in accommodation, the customers feel that they satisfied to the hotel because of the experience and decoration of the hotel make them feel warm and feel like they are in luxury hotel. In combination with the Front operation s experience and decoration, it makes customers feel like they are in the Front operation service of Exclusive 6 star hotels. In addition, one important factor that has relationship between quality service and customer s satisfaction is reliability in hotel staff. Customer satisfied that the guestroom was maintained with high cleanliness, also there was full facilities provided in the guestroom with high standard perceptions, and the billing process of all outlets is very accurate, timely and understandable. Additionally, customers are satisfied with the various services which hotel Front desk offered with very good quality and good perception. This point impressed customers to feel like they are in an Exclusive 6 star hotels. However, the pre check-in process does not run smoothly that reduce the level of customer satisfaction. Responsiveness in hotel staff is the third factor, which has some relationship between quality service and customers satisfaction towards Dusit Thani Hua Hin hotel. The staff s manners of very welcome and always ready to service are the reason why customers are satisfied. Customers are satisfied with the promptly service of staff and consistently courteous of the staff. Moreover, the responsiveness of the Front operations service are also important, for example pre-arrival and arrival segment insists on error free records making customers satisfied to the quality service, and if the customers have problems in Front desk, hotel staffs can solve the problem with high speed. Furthermore, the last finding is the relationship between quality service in terms of assurance in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. Customers preferred Dusit Thani Hua Hin Hotel because of having high privilege in the guestroom, and also feel very satisfaction when they stay in guestroom at the hotel. Additionally, customers satisfied with the satisfaction of the Front operation and feel confident with quality of service and support, including high privilege. Customers express some attitudes that Dusit Thani Hua Hin Hotel is one of the hotels that they will recommend friends or family to stay since it s received rating above the mean score. The worth factors, which have relationship between quality service and reference towards Dusit Thani Hua Hin Hotels, are in terms of friendship in hotel staff, then reliability in hotel staff, responsiveness in hotel staff, and assurance in hotel staff, respectively. This can imply that customers will refer Dusit Thani Hua

26 Hin Hotel to their friends or family, if customers feel that they satisfied to the hotel because of the experience and decoration of the hotel make them feel warm and feel like they are in luxury hotel. In combination with the Front operation s experience and decoration, it makes customers feel like they are at the Front operation reception of Exclusive 6 star hotels. According to the purpose, which intended to study the extent of customer satisfaction as rated by customers themselves when they avail the hotel services both in terms of accommodation and the Front operations reception to be a case in improving the services in Dusit Thani Hua Hin Hotel. The level of quality service of Dusit Thani Hua Hin Hotel is slightly above the average mean to good score. The factors in both accommodation and Front operations which were rated as the highest means score is assurance, while the lowest means score but still above the average mean is friendship. Although the friendship received the lowest means score, there were connected or have some relationship between quality service in terms of friendship in both accommodation / the Front operations and customer satisfaction towards Dusit Thani Hua Hin Hotel. For the management decision, friendship in both accommodation and the Front operations should be concerned both experience and decoration of the hotel and the Front operations reception to make customer satisfy most and refer to others. From the statistical findings of 300 customers, the following are the conclusion below: There are some different in terms of demographic profile and the purpose of the trip. Majority male customers stay at Dusit Thani Hua Hin Hotel for their leisure trip, and also majority female customers stay at Dusit Thani Hua Hin Hotel as the trip for their leisure. Also, customers while are single travel or married using Dusit Thani Hua Hin hotel for their trip, while who are divorced using Dusit Thani Hua Hin hotel for their leisure trip. The appropriate target customer of Dusit Thani Hua Hin hotel are Japanese, American, and European nationality with years old. The appropriate target market should be a high-income customer who earns more than 100,000 Baht per month, with at least Bachelor Degree in education level. According to the level of satisfaction which customers have rated, there are some error occurs in pre check-in process, according to the below average mean score. The hotel has the effective billing process. The hotel provides the accuracy, timely and understandable billing system to the customers. The hotel provides the above average level in decoration and experience, which make the guests to feel like they are in Exclusive 6 star hotel. The hotel use high standard and quality of perceptions.

27 Customers prefer Dusit Thani Hua Hin Hotel because of receiving the high privilege in the guestroom and feel satisfaction while they stay in guestroom. Customers prefer the front desk reception of Dusit Thani Hua Hin hotel because they feel very satisfaction when they are at the Front reception, and feel confident with the quality of service and support. There is some relationship between quality service in terms of reliability, responsiveness, friendship, and assurance in hotel staff and customer satisfaction towards Dusit Thani Hua Hin Hotel. There is some relationship between quality service in terms of reliability, responsiveness, friendship, and assurance in hotel staff and reference towards Dusit Thani Hua Hin Hotel. Friendship both in accommodation and Front operation is the most relatedness to the customers satisfaction to Dusit Thani Hua Hin and create some reference to others. Customers are satisfied with prompt service, and 24 hours service. The result shown that all attitudes of hotel guests is positive towards each attribute of Dusit Thani Hua Hin Hotel. Assurance in both service of Dusit Thani Hua Hin Hotel gain the highest positive attitude of hotel customers, its highest means score. Friendship of accommodation and friendship of the Front operations are the least positive attitude of Dusit Thani Hua Hin Hotel. Although the decoration and experience of the hotel makes customers feel like they are in Exclusive 6 star hotel but not as equally as making the feel receiving satisfaction while staying or dining at Dusit Thani Hua Hin Hotels. From the above, I concluded that all of these factors have some relationship between quality service and customer satisfaction towards Dusit Thani Hua Hin Hotel, and they will recommend to others. But, the most relatedness depend on the number of highest R-Value, which is friendship both in accommodation and the Front operations related to customers satisfaction and reference to others. II) SUMMARY, CONCLUSION, AND RECOMMENDATION In this final chapter of the study, the I presents the summary of the study both its features and findings, the conclusions drawn based on the analysis of findings. This is followed by the corresponding conclusions and recommendations for management action and further study.

28 Summary Main Features of the study: The main objective focus was to describe the level of quality service of Dusit Thani Hua Hin Hotel as assessed by its customers. The first objective was to determine the extent of customer satisfaction as rated by the customers themselves when they availed the hotel services in term of accommodation and the Front operations reception and make recommendation to friends and family. The second objective was to determine the relationship between quality service and customer satisfaction, find out the relationship between the demographic factors as gender, nationality, purpose of trip, income and education to quality service and customer satisfaction. The study was designed as a descriptive and co-relational research on the relationship of quality service and customer satisfaction. The study intends to describe the level of quality service of Dusit Thani Hua Hin Hotel as assessed by its customers, and intends to determine the extent of customer satisfaction as rated by the customers themselves when they avail the hotel services in term of accommodation and the front desks will make suggestion to friends and family. The respondents of this research were the customers in the hotel who were visiting and checking in the hotel. The I expected 300 persons of sample size / the target population. Sampling procedure that use in this research was randomly conducted from all of the customers to have equal opportunity to be selected for participation. Respondent were selected randomly 20 persons per day during the checked out time of hrs. Main Findings of the Study On Demographic Features of the Respondents: Based on the respondents profile, there were 2 groups of respondents, mostly male than female customers under the age range years old. The main purpose of ale customers was for their leisure trip, and also female customers were checked in for a leisure trip, while most single and married respondents used the hotel for their travel trip and divorced respondents use the hotel for their leisure trip. Most of the respondents registered in Dusit Thani Hua Hin Hotel are Japanese, American, and European, respectively, and also to those with high-income people who earned more than 100,000 Baht per month. Most customers who were using service at Dusit Thani Hua Hin Hotel were educated with Bachelor Degree. On customer s Perception of Service Quality The customer s overall mean rating of service quality was in which composes of eight main area which are classified into two main area which are the service quality in accommodation and the Front operation. The service quality in term of reliability in accommodation with its mean rating of ,