The Influence of Digital Service Quality on Competitive Advantage of Three-Star Hotels in Upper Northern Thailand
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Abstract
This article aimed to (1) examine the levels of customers’ perceptions of digital service quality and competitive advantage of three-star hotels in the Upper Northern region of Thailand, and (2) investigate the influence of digital service quality on competitive advantage in the same context. This study employed a quantitative research design. The sample consisted of 288 executives or owners of three-star hotels operating in the Upper Northern region of Thailand, selected through stratified random sampling based on provincial distribution. The research instrument was a structured questionnaire developed from relevant theoretical frameworks and prior empirical studies. The instrument was examined for content validity by experts and tested for reliability in accordance with accepted statistical criteria. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics through multiple regression analysis. The results showed that: 1) The overall levels of digital service quality and competitive advantage, as perceived by hotel executives and owners, were at the highest level. All four dimensions of digital service quality online customer service, guest experience, security and privacy, and responsiveness and flexibility were rated at the highest level. 2) The results of multiple regression analysis indicated that all four dimensions of digital service quality had positive effects on competitive advantage, with statistical significance at the 0.05 level. Among these dimensions, security and privacy demonstrated the highest influence.
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