FACTORS AFFECTING THE QUALITY OF HOTEL SERVICES IN NONG KHAI PROVINCE

Abstract

The objective of this research was to study the factors affecting the quality of hotel services in Nong Khai. The sample is 385 Thai tourists collected information by accidental way. The research instrument was a questionnaire developed by the researcher based on the service quality concept of Parasuraman et. al., (1991) based on Cronbach's coefficient of 0.82. Statistical tools were used for analyzed the data they were exploratory factor analysis (EFA) by analyzed principal component analysis: PC, and Orthogonal Rotation by Varimax Method. The research found that Services Quality of Hotel in Nong Khai; there are 5 main components and 20 sub-components with a total variance of 60.112%. Each component describes the variance of 18.400% 11.874% 11.371% 9.781% 8.687% respectively. The research found that component 1, service and safety have the highest variance; the results show that the quality of hotel services in Nong Khai is the highest.