Standardization and Confidence in the Service of Small Hotels in Bangkok after the COVID-19 Situation

Abstract

This research aims to study service standards, confidence in service to customers, and to present the guidelines for building confidence standards in service of a small hotel in Bangkok after the epidemic situation of COVID-19. It is a qualitative research in which data are gathered from related academic documents, interview with 14 participants in the practice of building a small hotel service standard and confidence in the Bangkok area, and focus group discussion with 3 experts. The information is then analyzed by using a content analytical technique.

The results of the research are as follows: 1) a service standard of small hotels in Bangkok should study the reliability and confidence in the service, response, knowledge and service skills of employees in the organization, access to services, courtesy service, communication, safety in providing services, control of employees within the organization, concerning and giving an importance to customers, and preparation for service. 2) The confidence in the service of a small hotel should focus on service safety, controlling employees within the organization, and access to services. 3) Confidence standard building guidelines are as follows: (1) service safety; (2) employee control within the organization; (3) access to services; (4) knowledge and service skills of employees in the organization; (5) confidence in service; (6) providing courtesy service; (7) customer attention and focus; (8) preparation for service; (9) responsiveness; (10) communication. The body of knowledge is found that ten service standards are able to develop service skills of employees in the organization in order to build confidence for customers and service, including changing the standards of small hotels for maximum benefit.