THE DEVELOPMENT OF CUSTOMER SERVICE MODEL OF BUDGET HOTEL ENPRETRENEURS IN THE UPPER NORTHEASTERN REGION OF THAILAND
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Abstract
The objectives of this research were: 1) to study the need assessment of customer service of budget entrepreneur in the upper Northeastern Region, 2) to develop the model of customer service of budget Entrepreneur. The design of this research was a mixed method and consisted of 2 phases. Phase 1 which was carried out into 2 steps as follows. Step 1 was an interview of the target 40 customers. The tool used was an interview. The data were analyzed using frequency, percentage, mean and standard deviation. Step 2 was to study the need assessment of customer service in budget hotels. A quantitative was employed of the sample and 485 customers who stay at the budget hotels. Phase 2 which has 2 steps. Step 1 was to draft the Model by using qualitative research. Step 2 was the possibility and suitability assessment. Target group was 10 people who were responsible for managing the budget hotels by using a quantitative research. The data was analyzed by means of statistics, mean and standard deviation.
The research results showed that: 1) the need assessment of the customer service of a budget hotel operator. Mean in all 5 aspects and were at a high level When sorting the need assessment, namely were (1) Access and Tangible (PNIModified = 0.12), (2) Security (PNIModified = 0.11), (3) Understanding/Knowing Customer (PNIModified = 0.10), (4) Communication, Competence and Courtesy (PNIModified = 0.08), and
(5) Credibility, Reliability and Responsiveness (PNIModified = 0.07). 2) The development of customer service models for budget hotel operators. The first 3 most essential needs were (1) customer access, (2) in creating services that are known, and (3) security. Bring to develop the customer service model of the budget hotel by creating a work manual for employees.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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