The The Causal Relationship of Expectation and Satisfaction of Hotel’s Customer at Koh Samui District, Surat Thani Province

Abstract

This article aims were 1) to study expectation and satisfaction of hotel’s customer at Koh Samui district, Surat Thani province. 2) An relationship analyze expectation and satisfaction of hotel’s customer at Koh Samui district, Surat Thani province, and 3) To study services quality development guideline of hotel at Koh Samui district, Surat Thani province. The data collected by questionnaires, testing with 275 tourists who accessed a hotel service at Koh Samui district, Surat Thani province. The research sampling was connivance sampling. The reliability value was 0.941 of the questionnaires. The statistical analyzed data were percentage, mean, standard deviation and the confirmation component analysis.

Results of the research showed that 1) Overall, the tourist had the service expectation at a highest level (  = 3.746, S.D. = 0.665) which was satisfaction overall at a high level (  = 3.671, S.D. = 0.593), respectively. The price factor was at a high level (  = 4.019, S.D. = 0.732) and the perception was at a high level (  = 3.938, S.D. = 0.737). 2) The result of the causal relationship analyzed of expectation and satisfaction of hotel’s customer at Koh Samui district, Surat Thani province revealed that the model was congruent with the empirical data which a according of hypothesis. As for The services quality development guideline of hotel at Koh Samui district, Surat Thani province should be various communication channels and the equipment in rooms should be always cleaned. The staff of hotel should observe visitor’s behaviors everyone. The staff should have language knowledge for communication with foreigner vistors and should observed different behaviors of visitors for provide services everyone.