THE I์NFLUENCE OF EFFECTIVE FRONT OFFICE STAFFING ALLOCATION ON SERVICE QUALITY AND CUSTOMER SATISFACTION: A CASE STUDY OF A HOTEL IN PHRA NAKHON SI AYUTTHAYA PROVINCE
Keywords:
Front Office Staffing Efficiency, customer satisfaction, service quality, hotel industryAbstract
This study aimed to examine 1) the influence of effective front office staffing allocation on customers’ perceived service quality, 2) the influence of perceived service quality on customer satisfaction, and 3) the influence of effective front office staffing allocation on customer satisfaction. This research employed a quantitative approach. Data was collected using a questionnaire administered to 400 guests who stayed at and used the front office services of a hotel in Phra Nakhon Si Ayutthaya Province. The samples were obtained through convenience sampling. The data were analyzed using descriptive statistics, including frequency and percentage, and causal relationships were examined using structural equation modeling (SEM). The results revealed that 1) effective front office staffing allocation had a positive influence on customers’ perceived service quality, 2) perceived service quality had a positive influence on customer satisfaction, and 3) effective front office staffing allocation had a direct and positive influence on customer satisfaction at a statistically significant level. In addition, the proposed causal relationship model demonstrated a good fit with the empirical data. The findings highlight the importance of front office workforce management as a key mechanism for enhancing service quality and strengthening customer satisfaction in the hotel industry.
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