Measuring service quality of food and beverage department in hotel industry: a case study in Baan Klang Aow beach resort in Prachup Khiri Khan, Thailand.

Abstract

This research study aims to study service quality of a hotel and hospitality business of Baan Klang Aow Beach Resort which is family-owned business. The resort has been operated for more than 15 years located at Prachua Khiri Khan, Thailand. The objective is to analyze the expectation and perception for customer satisfaction of the customer during their stays by using SERVQUAL method. The quantitative method is used in this study. The research focuses on service performance of food and beverage department. The study reveals two major factors related with customer satisfactory including reliability and empathy. The result shows that resort needs to be improving on reliability, empathy and tangible to meet the customer satisfaction and retain service to be consistent with standardization throughout all aspects. KEY WORDS: Service Quality/Expectation/Perception/Customer satisfaction