• Luedech Girdwichai Suan Sunandha Rajabhat University, Bangkok, Thailand
Keywords: QUALITY, VITALITY, tourism industry


Hotel industry is an important part of tourism industry which is the main source of foreign income for Thailand every year. Service quality improvement is the important process of hotel industry by taking deliberately steps at activity that improve overall service quality. In fact, Service quality enhancement is vital to the success of modern hotel industry in Thailand to compete with other ASEAN nations. The impacts of highly service quality can be positively related to high level of satisfaction, positive word of mouth, and high sales volumes of repeated customers. However, due to the diversity demographic of hotel industry will have different demand for service quality. This objectives of this study were to investigate both the necessary and important factors contributing to the service quality enhancement of hotel industry in Bangkok, Thailand. In order to be able to find the results to the research objectives and research questions, this study had been conducted by utilizing a method of quantitative method. For data collection, it is important to develop English questionnaire survey to elicit insight information. The questionnaires were distributed to ten major hotels in Bangkok on the basis of convenience sampling. About 205 respondents were returned with proper answers and correct format. Data analysis and evaluation were performed by using SPSS. The findings from with study revealed that there was high success rate or about 82 percent to enhance quality at the beginning process of services. There was medium success or about 73 percent to enhance quality at the production process of services. Finally, there was low success or about 49 percent to enhance quality at the final stage process of services. There are three suggestions from this study. First, the focus on the quality enhancement should be on all three stages which help to improve to have highest success rate. Second, the quality assurance can be understand all employees and every step of services. Third, the quality enhancement should be implemented with the intention to save both time and resources.