Research Article
Phusit Wonglorsaichon and R
Abstract
Hotel Customer Expectations of Service: A Provincial Analysis of Family Business in Chiangmai, Thailand It is essential for service providers in the hospitality industry to comprehend what customers of various market segments expect from a service firm in order to deliver high quality services. This study aims at measuring and comparing differences in the desired service quality expectations of hotel customers, as well as identifying the service dimensions that matter most to hotel guests. To achieve this, a modified SERVQUAL scale was employed as the research instrument.