Service Quality of Lodges on Khao-San Road and Surrounding Areas Ms. JingJing Luo A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration International College University of the Thai Chamber of Commerce 2014 1 Service Quality of Lodges on Khao-San Road and Surrounding Areas Ms. JingJing Luo A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration International College University of the Thai Chamber of Commerce 2014 Copyright by University of the Thai Chamber of Commerce 2 THESIS APPROVAL INTERNATIONAL COLLEGE Master of Business Administration Degree International Business Title: Study on the Customer Satisfaction and Loyalty of Chinese Commercial Banks Jingjing Luo 2014 Accepted by International College University of the Thai Chamber of Commerce in Partial Fulfillment of the Requirements of the Master’s Degree …………………………… Dean, International College (Jakarin Srimoon, Ph.D.) …………………………… Chairperson (Nattapan Buavaraporn, Ph.D.) …………………………… Thesis Advisor (Assistant Professor Napawan Kananurak, Ph.D.) …………………………… Committee (Piraphong Foosiri, Ph.D.) …………………………… Committee (Theeranuch Pusaksrikit, Ph.D.) …………………………… External Committee (Kittiphun Khongsawatkiat, Ph.D.) 3 Service Quality of Lodges on Khao-San Road and Title: Surrounding Areas Name: Jingjing Luo Degree: Master of Business Administration Major Field: International Business Management Advisor: Assistant Professor Napawan Kananurak, Ph.D. Graduation Year: 2014 ABSTRACT The research is about Service Quality of Lodges on Khao-San Road and Surrounding Areas. There are two objectives of the study; first, to study the relation of customer demography which focus on customer annual income, customer education and customer occupation, and service quality when customer lodges on Khao-San road and surrounding areas; second, to study the relation between service quality and customer satisfaction when customer lodges on Khao-San road and surrounding areas. The research methodology was relied on five dimensions of service quality (Tangibles, Reliability, Responsiveness, Assurance, and Empathy), the number of returned questionnaires was 400 and the data was analyzed by frequency, percentage, ANOVA and Multiple regressions. The result of the research indicated that customer demography which focus on customer annual income, customer education and 4 customer occupation all have no directly relation with service quality when customer lodges on Khao-San road and surrounding areas. Moreover, the lodge’s customer concern about tangibles of service quality at the most which shows mean=3.92 and S.D=0.957, while they concern about reliability at least which shows mean=3.38 and S.D=1.003. 5 ACKNOWLEDGEMENTS I would like to express my most sincere to my academic advisor, Asst. Prof. Dr. Napawan Kananurak for support, commend, and encouragement during the process of completion my thesis. This work could not have been completed without her concern and understanding. I would like to thank to the members of advisory committee, Dr. Pitsamorn Kilenthong, Asst. Prof. Dr. Theeranuch Pusaksrikit, Dr. Nattapan, and Dr. Suthawan Chirapanda for their comments and suggestions to improve the quality of the paper. Numerous individuals provided advice, support, encouragement and friendship that has helped me overcome difficulties and challenges throughout my graduate study. These include my colleagues, my friends and staffs in Global MBA at the University of Thai Chamber of Commerce. Finally, my deepest appreciation and thanks go to my family for their endless love, support, encouragement and for providing me the life-long opportunities that have allowed me to reach this level of achievement. Miss JingJing Luo 6 Table of Contents Abstract ......................................................................................................................... 4 Acknowledgements ...................................................................................................... 6 Table of Contents ......................................................................................................... 7 List of Tables .............................................................................................................. 10 List of Figure .............................................................................................................. 12 Chapter 1 Introduction.............................................................................................. 13 Introduction and problem statement ..................................................................... 13 Objectives of the Study ......................................................................................... 16 Expected Benefits ................................................................................................. 17 Research Question ................................................................................................ 17 Scope of the Study ................................................................................................ 18 Scope of Information ............................................................................................ 18 Organization of the Study ..................................................................................... 21 7 Chapter 2 Literature Review .................................................................................... 23 Demographic Concepts ......................................................................................... 23 Service Concept .................................................................................................... 25 Characteristics of Service ..................................................................................... 26 Service Quality Concept ....................................................................................... 28 Customer Satisfaction Concepts ........................................................................... 34 Relationship between service quality and customer satisfaction .......................... 38 Khaosan Road ....................................................................................................... 39 Related research .................................................................................................... 45 Conceptual Framework ......................................................................................... 48 Chapter 3 Methodology ............................................................................................. 50 Research Design ................................................................................................... 50 Research Tool 62 Data Analysis 63 Measurement of Conducting Questionnaire 65 Variables of Research 66 Hypotheses Test 71 Qualitative research .............................................................................................. 66 8 Chapter 4 Results ....................................................................................................... 68 Chapter 5 Conclusions and Discussion .................................................................... 91 Conclusions from Findings 97 Discussion 100 Implications 102 Action Plan 103 Limitations & Further Research 109 REFERENCES ......................................................................................................... 105 APPENDICES .......................................................................................................... 130 9 LIST OF TABLES 2.1 the number of lodges/hotels by the 12 main roads ............................................ 42 3.1 Krejcie and Morgan sample size table ............................................................... 51 3.2 the number of lodge/hotel separate by 3 main roads ........................................ 53 3.3 Variables of Research Finding ............................................................................ 63 4.1 - Frequency of Gender ......................................................................................... 69 4.2 - Frequency of Age ............................................................................................... 70 4.3 - Frequence of Nationality ................................................................................... 71 4.4 Frequency of Education ...................................................................................... 72 4.5 - Frequency of Marital Status ............................................................................. 73 4.6 - Frequency of Occupation .................................................................................. 73 4.7 - Frequency of Annual Income ........................................................................... 74 4.8 - Frequency of Religion ....................................................................................... 75 4.9 - the analysis level of important of customers ................................................... 77 4.10 - the analysis level of satisfied of customers..................................................... 79 4.11 Model summary analysis ................................................................................... 80 4.12 ANOVA analysis ................................................................................................ 81 4.13 Coefficients analysis ........................................................................................... 81 4.14 Model summary analysis ..................................................................................