Elements of Special Empathy for Service Staff in Thailand Boutique Hotels

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ระชานนท์ ทวีผล Rachanon Taweephol
ธีระวัฒน์ จันทึก Thirawat Chantuk
พิทักษ์ ศิริวงศ์


This research aims to the elements of special empathy in boutique hotel staffs. The study is a qualitative research which is multi-phase by using grounded theory in order to create theory summary from documentary research and in-depth interview. The sample of the study was from 14 Thai boutique hotel supervisors and 3 participants who concerned with the best Thai boutique hotel contest project with non-participant observation in each establishment. The result of the study found that the empathy of service staffs consists of First, cognitive skill which all service staffs need to learn customer behavior for analyzing their needs correctly. Second, affective skill, service staffs have to adjust their mood or feeling as same as condition with customers and choose correctly communicative approaches. The elements of special empathy in service staffs consist of 9 elements; 1) need Knowledge that is about the duty of themselves in their departments and knowledge related with hotel. 2) decision making, this is from using experience to perform their own duties considering with the number of customer in each group. 3) memory, this relate with customer information from any sources in hotels. 4) attitude which is positive thinking about organization, friends, colleague, as well as clients. 5) recognition, this means recognition the opinion from conversation between clients and opinion enquiry with service.
6) interaction, this is done by communicating in giving service or giving information instead.
7) equality, it is about how to allocate the facilities for clients equally. 8) commendation, do not touch the body and belongings of the clients before permission. 9) happiness, this is done by using resources inside and outside the hotel for making activities form.

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Rachanon Taweephol ร. ท., Thirawat Chantuk ธ. จ., & ศิริวงศ์ พ. (2018). Elements of Special Empathy for Service Staff in Thailand Boutique Hotels. Dusit Thani College Journal, 12(Special), 1–18. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/129063
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