The effect of demographics on customer expectations for service quality in the hotel industry( A case study of 3-star hotel in phuket,Thailand)

Abstract

The purpose of this study is to investigate the influence of different customer demographics on hotel service quality expectations. A three-star hotel in Phuket was chosen as the case study, and a quantitative methodology was used to investigate it. A total of 305 questionnaires were completed and the data obtained were analyzed using SPSS (Statistical Product and Service Solutions). One way ANOVA was used to investigate the extent to which guests' perceptions of service quality depend on their socio-demographic characteristics. The research results are as follows: First, customers' expectations of hotel service quality are influenced by demographic characteristics, such as: age, gender, occupation, education level, and employment status. Second, most female customers have higher expectations for service quality. It is found that customers with lower education level have higher expectations of service quality. Retirees were found to have higher expectations for service quality. The findings have some implications for hotel managers. Overall, the results suggest that service quality should be related to certain demographic characteristics.