A MODEL OF LANNA BOUTIQUE SMALL HOTEL'S SERVICE QUALITY, CUSTOMER SATISFACTION AND PERCIEVED VALUE INFLUENCING BEHAVIORAL INTENTION, A CASE STUDY OF CHIANG-MAI, THAILAND

Abstract

The service quality model of a small boutique hotel in Lanna style: a case study of Chiang Mai province. The purpose of the dissertation is to study and analyze the confirmatory factor analysis components of service quality that affect the perceived value, customer satisfaction, and behavioral intent. To test the structural equation model of the service quality factor of a small boutique hotel in Lanna style affects behavioral intentions. To suggest the service quality model of a small boutique hotel in Lanna style.

The quantitative method was used in this research. The data was collected using questionnaires, and the sample group consisted of 400 customers who used the service at the Lanna boutique hotel. The data was analyzed by percentage, mean, and standard deviation using the table to present, describe and analyze the data collected from the sample group. For example, the collected data included a personal profile, customer service information, and levels of opinion on service quality, perceived value, customer satisfaction, and behavioral intention. Inferential statistics and Structural Equation Modeling (SEM) were used to analyze the structural equation model for service quality factors of a small boutique hotel in Lanna affecting the behavioral intention.

The results of the service quality model of small boutique hotels in Lanna are as follows: 1. service quality consists of courtesy with a weight of factor loading 0.97, communication with a value of 0.97. Credibility has a weight of 0.97 and access has a value of 0.96. Understanding has a weight of 0.94, and reliability has a weight of 0.93. The perceived value consists of service quality value with a weight of 0.98, reputation value with a weight of 0.97, and emotional value with a weight of 0.97. The conditional value has a weight of 0.96, and the functional value has a weight of 0.94. Customer Satisfaction consists of the place of service weighing 0.98, and service quality of expected (SQE) weighing 0.97. Communication and coordination of the service provider were weighted at 0.97, and physical evidence was weighted at 0.97. The process was weighted at 0.97, and promotion was weighted at 0.97. Behavioral Intention consisted of a period of usage with a weight of 0.97, first-in-mind with a weight of 0.96, and price tolerance with a weight of 0.95.

The implication of this study includes that service quality should be developed with service personnel skills and service mind in the Lanna boutique style, based on 3 main factors, namely hospitability, communication, and understanding. Moreover, the service designs are based on 3 main factors: credibility, accessibility, and reliability to raise the standard of professionalism in the Lanna service style.

The perceived value aspect should be flexible hotel policies established. The hotel can be amended according to the uncertain situation and managed to design a customer experience that aligns with customer expectations and satisfaction to create a unique experience. It enhances a feeling of simplicity, which is the charm of the unique Lanna service style.

Customer satisfaction consists of two elements. First, the management of the front of the house should focus on 3 factors, namely the location of the service, the service environment, and the promotion of service recommendations. In addition to outstanding design and decoration that is unique to Lanna. The hotel needs to pay attention to standards of cleanliness, hygiene, and marketing promotion. Second, the management of back-of-house should focus on 3 factors: service process communication and coordination of service providers; the quality of service expected by customers; and applying the appropriate service innovations to the small hotel business, in boutique Lanna style.

Behavioral intention: when creating a customer experience management strategy, hotels should take the opportunity of using the services of their customers to make an impression. The hotel employs personal marketing tools to support the process and combines systematic analytics technology to be able to offer services and products that meet the customer’s needs. The important things are honesty, sincerity, and unethical business opportunities to provide customers with fair prices. The quality of products and services is appropriate to maintain standardized services to manage customer expectations.

The service quality model of a small boutique hotel in Lanna style: a case study of Chiang Mai province. The purpose of the dissertation is to study and analyze the confirmatory factor analysis components of service quality that affect the perceived value, customer satisfaction, and behavioral intent. To test the structural equation model of the service quality factor of a small boutique hotel in Lanna style affects behavioral intentions. To suggest the service quality model of a small boutique hotel in Lanna style.

The quantitative method was used in this research. The data was collected using questionnaires, and the sample group consisted of 400 customers who used the service at the Lanna boutique hotel. The data was analyzed by percentage, mean, and standard deviation using the table to present, describe and analyze the data collected from the sample group. For example, the collected data included a personal profile, customer service information, and levels of opinion on service quality, perceived value, customer satisfaction, and behavioral intention. Inferential statistics and Structural Equation Modeling (SEM) were used to analyze the structural equation model for service quality factors of a small boutique hotel in Lanna affecting the behavioral intention.

The results of the service quality model of small boutique hotels in Lanna are as follows: 1. service quality consists of courtesy with a weight of factor loading 0.97, communication with a value of 0.97. Credibility has a weight of 0.97 and access has a value of 0.96. Understanding has a weight of 0.94, and reliability has a weight of 0.93. The perceived value consists of service quality value with a weight of 0.98, reputation value with a weight of 0.97, and emotional value with a weight of 0.97. The conditional value has a weight of 0.96, and the functional value has a weight of 0.94. Customer Satisfaction consists of the place of service weighing 0.98, and service quality of expected (SQE) weighing 0.97. Communication and coordination of the service provider were weighted at 0.97, and physical evidence was weighted at 0.97. The process was weighted at 0.97, and promotion was weighted at 0.97. Behavioral Intention consisted of a period of usage with a weight of 0.97, first-in-mind with a weight of 0.96, and price tolerance with a weight of 0.95.

The implication of this study includes that service quality should be developed with service personnel skills and service mind in the Lanna boutique style, based on 3 main factors, namely hospitability, communication, and understanding. Moreover, the service designs are based on 3 main factors: credibility, accessibility, and reliability to raise the standard of professionalism in the Lanna service style.

The perceived value aspect should be flexible hotel policies established. The hotel can be amended according to the uncertain situation and managed to design a customer experience that aligns with customer expectations and satisfaction to create a unique experience. It enhances a feeling of simplicity, which is the charm of the unique Lanna service style.

Customer satisfaction consists of two elements. First, the management of the front of the house should focus on 3 factors, namely the location of the service, the service environment, and the promotion of service recommendations. In addition to outstanding design and decoration that is unique to Lanna. The hotel needs to pay attention to standards of cleanliness, hygiene, and marketing promotion. Second, the management of back-of-house should focus on 3 factors: service process communication and coordination of service providers; the quality of service expected by customers; and applying the appropriate service innovations to the small hotel business, in boutique Lanna style.

Behavioral intention: when creating a customer experience management strategy, hotels should take the opportunity of using the services of their customers to make an impression. The hotel employs personal marketing tools to support the process and combines systematic analytics technology to be able to offer services and products that meet the customer’s needs. The important things are honesty, sincerity, and unethical business opportunities to provide customers with fair prices. The quality of products and services is appropriate to maintain standardized services to manage customer expectations.