Customer Feedback on the Five-Star Hotel Industry in Thailand

This study assessed customers feedback on the Five-star Hotel Industry in Thailand. This study used quantitative research design method of research to determine customers feedback on five-star hotel industry in Thailand and factors that influence customers feedback and a descriptive research design with survey method is applied in the study. The target population is composed of guests of 5 five-star hotels in Bangkok (Marriott Hotel, Oriental Heritage Residence, Novotel Bangkok Sukhumvit, Eastin Grand Hotel, and The Westin Grande Sukhumvit) The total population is 300 persons. The sample size is 300 using quota sampling method (60 guests per hotel). The result of level of factors that influence customers feedback and influences and the level of customers feedback on five-star hotels industry in Thailand using SERVQUAL were Strongly Agree. In part of results of comparison on customers feedback on five-star hotels industry in Thailand had no significant difference when grouped according to sex, education attainment, and marital status, while customers feedback on five-star hotels industry in Thailand had a significant difference when grouped according to age group and income per month at significant level of 0.05. The result of Pearson correlation coefficient between customers feedback on five-star hotels industry in Thailand and factors that influence customers feedback found that had correlated positive moderate association with customers feedback at significant 0.01 level. The proposed action plan to improve marketing of hotel entrepreneurs and marketer may be discussed during the General Manager meetings of five-star hotel to confirm this research result.

Keywords – Customers feedback, five-star hotel industry, service quality.