Hotel Service Quality Factors Among Different Cultures

The aim of this study is to focus on hotel service quality from the SERVQUAL model by comparing six nationality, high ranking of customers in this hotel. To understand differences in the perceived service quality among customers from different nationalities Singapore, Australia, Israel, China, Thailand and The Great Britain. The study applied a self-administered questionnaire to measure the expectation and perception of service quality characteristics of hotel in Thailand. A total of 400 completely answers questionnaires were analyzed. The analysis shows that the demographic differences, the customers expectation varied. A proposed importance analysis grid for improvement was applied to prioritise areas of improvements. The quality attributes showed a significantly different level among different nationalities. The results obtained by this research can provide important clues to improve the perceived service quality by offering different quality improvement strategies to meet different nationalities needs.