Innovative Service Quality Management for Pet-Friendly Hotels in Western Thailand

Abstract

This research article has three main objectives: (1) to describe the problems and obstacles in managing service quality in pet-friendly hotels in the western region of Thailand; (2) to analyze service quality management practices in these hotels; and (3) to propose an innovative model for managing service quality in pet-friendly hotels in the western region. The study employed a qualitative research design using in-depth interviews with 22 key informants, including 12 hotel users and 10 service providers. Data were collected through a semi-structured interview form and analyzed using thematic analysis. Purposive sampling was applied based on predetermined criteria to ensure the suitability of participants.

The research found three key results. First, problems and obstacles in service quality management undermine customer confidence and result in inconsistent standards. In particular, hygiene and waste management issues negatively affect hotel image when clear support systems are lacking. Constraints in personnel, systems, and physical space further challenge long-term sustainability and quality differentiation. Second, service quality management requires balancing hygiene, safety, and customer satisfaction. In the absence of clear regulations, hotels adopt internal policies—such as pet zoning and deep cleaning to maintain standards. Building trust and reputation is strongly associated with sincerity, transparency, and flexible service delivery, which in turn foster customer confidence and repeat patronage. Third, innovative service quality management models are needed to meet customer expectations. Analysis through the SERVQUAL framework highlights empathy and assurance as crucial dimensions, while integration with McKinsey’s 7S framework emphasizes shared values and internal strategies as key mechanisms for creating differentiated and safe customer experiences. The study proposes an Integrated Service Quality Innovation Model comprising three interrelated pillars: credibility-oriented innovation, experience-oriented innovation, and system-oriented innovation. These pillars are mutually supportive and grounded in the shared value that pets are family members, serving as the foundation for outstanding and sustainable service quality in pet-friendly hotels.