2552

2552

2552

THE FACTORS THAT EFFECT ON CUSTOMER SATISFACTIONS

OF THE WESTIN GRAND SUKHUVIT HOTEL

AN ABSTRACT
BY
MS. THANYARAT BOONTOR

Presented in Partial Fulfillment of the Requirements for the

Master of Business Administration in Management
at Srinakharinwirot University
September 2009

 . (2552)
. .. (). :

. : . .


400

41 60
/
140,001 210,000

Thanyarat Boontor. (2009). The factors that effect on customer satisfactions of The Westin
Grand Sukhuvit Hotel. Master Project, M.B.A. (Management). Bangkok : Graduate
School, Srinakharinwirot University. Advisor: Professor. Dr.Rugphong Vongsaroj.
The objective of this research is to study the factors affecting customers
satisfactions of The Westin Grand Sukhumvit Hotel. The sample groups of this study are
400 international customers using the service of The Westin Grand Sukhumvit Hotel.The
data are gathered through questionnaire and analyzed with statistical techniques including
percentage, men, standard deviation, t-test, one way Analysis of Variance and correlation
analysis
The results of this research reveal that most of the customers are male, bachelor
degree educated, aged between 41-60 years, Asia Nationality, married and company officer
with monthly of income between 140,001-210,000 baht per month. The main objective of
using the hotel service is doing private business.
The customers have opinion on hotel service quality in term of tangible service,
reliability, responsiveness, assurance, empathy service at good level. They satisfy the hotel
services at high level and tend to suggests others to use services.
The results of hypothesis testing shows that the customers with different gender,
age, occupation, income and using service purpose have different level of service
satisfaction significantly. Their opinion to service quality in term of tangible service,
reliability, responsiveness, assurance, empathy are positively correlated with their
satisfaction to the hotel services which is positively correlated with the loyalty to the hotel
service






................................................................................
( . )

...............................................................................
( )

.. ...............................................................................
( . )
..............................................................................
( )
......................................................................................
( . )

..............................................................................
( . )
.. .. 2552




.
.

1 .......................................................................................................
...................................................................................................
.......................................................................
..........................................................................
................................................................................
...............................................................
................................................................
..............................................................................
............................................................................
................................................................................

1
1
3
3
3
4
5
7
8
9

2 ..............................................................
...........................................
.........................................
......................................
..........................................
............................
.........................................
...........................................................
.....................................................
.....................................................

10
10
12
20
32
39
44
47
55
59

3 .....................................................................................
..............................................
.............................................................
....................................................................
.............................................................................
................................................................

63
63
65
68
69
70

 ()

76
4 .............................................................................
......
76
...........................
77
4.1
77
4.2
.
81
4.3 ...
85
4.4 .
86
4.5 ...
87
5 ..............................................................................
.........................
..................................
............................
......................
..............................
................
.....

116
116
117
117
119
122
130
132

.....................................................................................................

134

..........................................................................................................
.................................................................................
.....
..
.....................................................................................................

133
138
150
152
154

..................................................................................

156

1
2
3
4
5
6
7
8

..........................................................................
....
(Service Quality Model) ..................................
.........................
SERVQUAL.........
.................................................
.........................................................
...............................

8
14
33
36
37
40
51
56

1 ..
2001 2007....
1
2 ....
77
3
...
80
4
....
81
5
.
82
6
.
83
7
.....
84
8
.
84
9
...
85
10
86
11
87
12
...
89
13
.
91
14
..
75
15
92

16
94

17
94

 ()

18
.....
96
19
..
98
20
.....
98
21
. 100
22
..
100
23
. 101
24

103
25
..... 103
26
104
27
.. 105
28
... 106
29
107
30
...
109
31
...
114

2530
(o .
2533:3) .. 2001 2007
International
Tourist
Avarage Average Expenditure
Number Change Length of /person/day Change
Stay

Year (Million)
10.06
2001
10.8
2002
10
2003
11.65
2004
11.52
2005
13.82
2006
14.46
2007

(%) (Days)
5.82
7.33
-7.36
16.46
-1.51
20.01
4.65

7.93
7.98
8.19
8.13
8.2
8.62
9.19/P

(Baht)
3,748.00
3,753.74
3,774.50
4,057.85
3,890.13
4,048.22
4,120.95/P

(%)

Revenue
Million Change
(Baht)

(%)

-2.93 299,047
0.15 323,484
0.55 309,269
7.51 384,360
-4.13 367,380
4.06 482,319
1.8 547,782/P

4.83
8.17
-4.39
24.28
-4.42
31.29
13.57

2
1 .. 2001 2007
: 2007 (http://www2.tat.or.th/stat/web/static_index.php)
.. 2001 2007

.

259 10110

362

10
4
3-4

(: 51
)

1.


2. (Perceived Service Quality)

3.

1.

2.



3.

4.

2550
159,409 Segment
1. (Business Individual)

75,379

2. (Business Groups)

8,651

3. (Leisure Individual)

67,389

4. (Leisure Group)

7,990

NON-PROBABILITY
2551
( , :
6:26) 5 % 95%
385 400
n = Z2/ 4E2

n = (1.96)2/ 4(0.05)2
= 384.16 385
385
400

1. Purposive sampling
Check Out Lobby
2. Convenience sampling

1. (Independent variables)
1.1.
1.1.1.
1.1.1.1.
1.1.1.2.
1.1.2.
1.1.2.1. 20
1.1.2.2. 21 40
1.1.2.3. 41 60
1.1.2.4. 60
1.1.3.
1.1.3.1.
1.1.3.2.
1.1.3.3.
1.1.4.
1.1.5.
1.1.5.1.
1.1.5.2. /
1.1.5.3. //

6
1.1.6.
1.1.6.1. /
1.1.6.2. /
1.1.6.3. /
1.1.6.4. /
1.1.7.
1.1.7.1. $2,000
1.1.7.2. $2,000 4,000
1.1.7.3. $4,000 6,000
1.1.7.4. $ 6,000
1.1.8.
1.1.8.1. (Business Individual)
1.1.8.2. (Business Groups)
1.1.8.3. (Leisure Individual)
1.1.8.4. (Leisure Group)
1.2. Received Service Quality
1.2.1. (Tangibles)
1.2.2. (Reliability)
1.2.3. (Responsiveness)
1.2.4. (Assurance)
1.2.5. (Empathy)
2. (Dependent Variable)
2.1
2.2 (Customer Loyalty)

1.

2.

3.

4.


4.1

4.2

4.3

4.4


4.5


5.

(CONCEPTUAL FRAMEWORK)

-
-
-
-
-
-
-
-

(Perceived Service Quality)

- (Tangibles)
- (Reliability)
- (Responsiveness)
- (Assurance)
- (Empathy)

(Customer Loyalty)

1.


2. (Perceived Service Quality)

3.

10

1.
2.
3.
4.
5.
6.
7.
8.
9.

1.
(2541:117-119)
(Demographic Environment)


1. (Population Growth)

2. (Population Age Mix

Determines needs)
10-25 40-65 65

3. (Ethnic Market) (Nationality)

(Race)


4. (Household Patterns)

11

2

5. (Geographical Shifts in Population)

6. (Educational Groups)

7. (Shift From a Mass to Micromarkets)

(2529: 312-316)


(Age)

(Sex)

(Education)

(Social and Economic Status)

12

2.

(Belch and Belch.1990:92) (Blackwell and Others.
2001: 6)




(Schiffman; & Kanuk. 1997: 7)



( . 2540: 19)




( . 2542: 3)
. )2533 (

. (2540) (Age)

. )2533 (

)2540 ( (Education)

Kotler. (2000) (Occupation)

. )2540 ( (Economic
Circumstances) (Income)

13

7
1. (Goal)

2. (Readiness)

3. (Situation)

4. (Interpretation)

5. (Response)

6. (Consequence)

7. (Reaction to Thwarting)

( . 2536: 9-10)

( . 2546 :196-205)

14

2
: , )2540( .. : 69
1. (Cultural Factor)


1.1 (Culture)

1.2 (Subculture)

1.2.1 (Nationality Groups)

1.2.2 (Religious Groups)

1.2.3 (Racial Groups)

1.2.4 (Geographical Areas)

15
1.3 (Social Class)




3

1.3.1

1.3.2
1.3.3

1.3.4
3
6
1.3.4.1 (Upper Class) 2
(Upper Upper Class)

(Lower Upper Class)

1.3.4.2 (Middle Class) 2
(Upper Middle Class)

(Lower Middle Class)

1.3.4.3 (Lower Class) 2

(Upper Lower Class)

(Lower Lower Class)

16

2. (Social Factors)

2.1 (Reference Groups)

2
2.1.1 (Primary Groups)
2.1.2 (Secondary Groups)

2.2 (Family)

2.3 (Roles and Statuses)

3. (Personal Factors)


3.1 (Age)
3.2 (Family Life Cycle)

3.3 (Occupation)



3.4 (Economic Circumstances)

17

3.5 (Education)

3.6 (Life Style)

3.7 (Personality)

4. (Psychological Characteristics)
4

4.1 (Motivation)

(Motive)
(Needs)

4.2 (Maslows Theory of Motivation)

4.2.1
4.2.2
(Hierarchy of Needs)
4.2.3
4.2.4

18
4.2.5
5
4.2.5.1 (Physiological Need)

4.2.5.2 (Safety Need)

4.2.5.3 (Belongingness and Love
Need)
..

4.2.5.4 ( )
(Esteem and Status Need)

4.3 (Freuds Theory of Motivation)

3
4.3.1 (Id)


4.3.2 (Ego)

19
4.3.3 (Super Ego)



4.4 (Perception)



5

3

4.5 (Learning)
(Stimulus)
(Response)
( ) ( )

(Personal Factors Influencing

Consumer Behavior)


1. (Age)
2. (Family Life Cycle (FLC))

9
3. (Occupation)

20
4. (Economic Circumstances) (Income)



5. (Education)

6. (Value) (Lifestyle)
(Value)
(Lifestyle)

)1 ( (Activities)
)2( (Interests) )3( (Opinions) AIOs

3.

(Kotler; & Keller. 2006: 372)

(Lovelock; et al. 2005: 9)

(Heizer; & Render. 2006: 10)

(Etzel; Walker; & Stanton. 1997: 515)

21

(2538: 234)




(2548: 14)

(2541: 335-336) 4

1. (Intangibility)
(Armstrong; & Kotler. 2003: G7)



1.1 (Place)

1.2 (People)

1.3 (Equipment)

1.4 (Communication material)

22
1.5 (Symbols)

1.6 (Price)

2. (Inseparability)

(Armstrong; Kotler. 2003 G7)

3. (Variability Service Variability)

(Armstrong; Kotler. 2003 G7):

2
3.1

3.2

4. (Perris ability)
(Etzel, Walker and Standton.2001 G-9)
(Armstrong; & Kotler.2003 G7)

(2544 : 29-35)
5
1.

23
2
1.1

1.2

2
. (Stone. 1954 : 36-43)
4
1) (Economizing Customer)

2) (Ethical Customer)

3) (Personalizing Customer)

4) (Convenient Customer)

.
(Blumberg.1991: 84-85) 4
1) (Price-Sensitive Customer)

2) (Price-Quality Customer)

3) (Quality-Sensitive Customer)

4) (Price-Surrogate Customer)

2.
(Cowell. 1986 : 204)
4
2.1

24
2.2

2.3

2.4

3.



3.1
( )

3.2

3.3

3.4

3.5

25
4.

(Service offer)

3
1.1 (Core Service)

1.2 (Expected Service)

1.3 (Exceeded Service)

5.

(Image)




5.1

5.2

26

(2538: 172)
(Service Mix)

3

1. (Pre-service factor Pre-deliver factor)

-
-
-
-



2. (During-service During-delivery factor)
- (Convenience)
- (Correctness)
- (Courtesy)
- (Complexity)
- (Carefulness)
- (Carelessness)
- (Competence)

27

3. (Post-service Post-delivery factor)

-
-
-
-
-

(2543: 23-31) (Qualification)

2

1. (Trait)

2. (Behavior)

(2543: 23-31)
1.

28

2.

3.

(Information)

4.





5.




6.

29

7.

8.

(2543: 23-31)

1.

2.

30


3.

4.

5.





6.






7.

31

8.

9.

10.

32

4.

(2538:234)
( )


(2541: 340-342)
(Managing Competitive Differentiation)



1. (Service Quality)




1.1 (Offer)
2
1.1.1 (Primary Service Package)

1.1.2

1.2 (Delivery)

1.3 (Image)

1.4 (Innovative Feature)

2. (Service-Quality Model)

5

33
A Conceptual Model of Service Quality

Word-of-mount
Communications

Personal Needs

Past Experience

Expected Service

5
Error!

Consumer

Perceived Service

(
)

MARKETER

Service Delivery (including preand-post-contacts

External Communications
to Consumers

Translation of Perceptions into Service

Quality Specifications

Management Perceptions of
Consumer Expectations

3 (Service Quality Model)

: (Kotler on Marketin: 594)

34
1
(The Management Perception Gap)

2
(The Quality Specification Gap)


3
(Service Delivery Gap)

4
(The Marketing Communication Gap)

5
(The Perceived Service Quality Gap)
1 4

(Consumer) (Marketer)


(Perceived quality) (Customer
expectations) : (Kotler on Marketin: 594)
(Parasuraman, Zeithaml and Berry. 1990:20-23)


10

35
1. (Tangible)


2. (Reliability)

3. (Responsiveness)

4. (Competence)

5. (Courtesy)

6. (Credibility)

7. (Security)

8. (Access)

9. (Communication)

10. (Understanding / Knowing the Customer)

10
(Creditability) (Security)

36

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

4
: Parasuraman, A., Zeithaml, V.A & Berry, L.L (1986, August). SERVQUAL:
a multiple Item Scale for measuring customer perceptions of service quality. 86-108.
10


97
10 Seven-point Likert Scale

+6 -6

2 3

5 10

37

(SERVQUAL)

5 SERVQUAL

: Parasuraman, A., Zeithaml, V.A & Berry, L.L (1990). The customer view of
service quality. P.25
(Parasuraman, Zeithaml and Berry. 1990:25-26)

SERVQUAL (Service
Quality) 10
5
1. (Tangibles)


2. (Reliability)

38
3. (Responsiveness)


4. (Assurance)

5. (Empathy)

SERVQUAL




4


10

SERVQUAL
5

39

5.
(Maslows Hierarchy of Needs Theory)
(Maslow. 2000: 80-81)
5





5
(Hierarchy of Needs)
1 Physiological needs

2 Safety needs

3 Social needs

4 Egoistic needs

5 Self-actualization

40

Self-actualization

Egoistic needs

Social needs

Safety needs

Physiological needs

6
(Maslows Hierarchy of Needs)
: (Maslow. 2000: 80-81)

1. (Hedonistic Theory)

2. (Instinctual Theory)

41
3. (Cognitive Theory)

4. (Drive Theory)

5. (Theory of Need Gratification)

(Abraham H.Maslow)

(Person 1993: 14)

( , 2539: 7) 3
1.
2.
3.
3
3 (Expectancy
Theories) (Need Theories)
(Value Theories)
(2544: 7) (Service quality)1

1.

2.

42

3.

(Customer Satisfaction Index: CSI)

(Reily, 1996: 31) (Customer
Satisfaction)



(Kotler & Armstong, 1996: 572)
(Customer Satisfaction)

(2541: 44-48)

43
(Value Added)
(Manufacturing)
(Marketing)
(Total Quality) (Competitive differentiation)
Kotler (1997)


(Expectations)




2

2


(Ostrom and Lacobucci, 1995, Mittal, Ross and Baldasre, 1998)





(
, 2545 : 9)
1.

2.

44

3.











( 2534: 15)




( 2539: 7)

6.

(Oliver. 1999: 34)

45
(Tsai. 2004: 19; citing Dick; & Basu. 1994: 99-113)
(Individuals Relative Attitude)
(Repeat Patronage)
( . 2549: 47; Hawkins; & Coney.
2001)

( . 2549: 19; Pearce. 1997: 1-31)

46



(Jacoby; & Chestnut. 1978)



( . 2549: 20; Lau. 1999)

( . 2549: 47; Assael. 1995)

Kotler
Perasuraman, Zeithaml Berry
(Perceived Service Quality) (Reliability),
(Responsiveness), (Assurance), (Empathy),
(Tangibles)

47

7.

(2525: 213-217)

2478 3


25

(Complex
production unit)

1. ( )
(Fixed location)
2.

3.
(Perishable goods) (Irretrievable
Loss)
4.
5. (
)

48
6.

7. (Individual Service)

8.


9.

10. (Supporting Service)

; (2542: 129-132)



1. (Lodging Properties) (Hotels) ,
(Motels) (All-suite hotels), (Ladges), (Hostels) ,
(Bed and breakfast inns), (Resorts),
(Condominium or condotels and time-sharing Hotels),
(Health care Center)
2. (Marketing Orientation) 2
2.1 (Residential)
2.2 (Commercial)

3. (Sales indicators and service)
3.1
3.2
3.2.1 (Limited Service)
3.2.2 (All-Suite Hotels)
3.2.3 (Unlimited Service)

49
4. (Affiliation)
4.1 (Chain)
4.1.1 (Franchise)

4.1.2 (Management Contract)

4.1.3 (Referral)

4.2 (Independent)

. (2542: 166 167)

(Facility)




. (International Hotel Chain)
1)

2)
Hotel Chain

3) (Franchise)
Hotel Chain

50


4)
Hotel chain

.

(2545: 12-16)

()

5
.

1 5

1.
2.

3.

4.

5.

51

20

(Stoner
and Wankel)

1.

2.

3.

4.

52

General Manager

Executive Assistant Manager

Personal

Accounting

Rooms
Division

Housekeeping

Marketing
& Sale

Reservations

Front Office

Food Production
(Chef)

Security

Restaurants

Engineering

Convention
Services

Unformed Service

Bars

Purchasing

Food &
Beverage

Telephone

Banquet & Catering

Room Service

7
: Denney G.Ruthe rford. Hotel Management and Operations. Van Nostrand
Reinhold: New York, 1990, P.15.

1. (First contact point)


2

53

2. (Information centre)



3. (nerve centre)


4. (Last Contact point)

5. (Important sales point)

( )

(

2542: 5)

1. (Single Room)

1 90 190
2. (Twin Room)
2
3. (Double Room) 1
180 190

54
4. 3 (Triple Room) 3
1 1 3
(Extra bed)
Triple
5. (Suite)


6. Studio

7. Connection Rooms 2
8. Adjoining Rooms 2
(
2542: 34)

1.

2.


3.

4.

5.

2

55
-

-

(
2542: 45-46)

8.



.. 2533
388


2

.. 2536

.. 2536
(Delta Hotels & Resorts)

56
Delta Hotels & Resorts
.. 2536
22
.. 2542




23 .. 2545

850 80
9 , , , ,
, ,
1 .. 2546
THE WESTIN GRANDE SUKHUMVIT

25
- 362 (
10 24)

- ( 1811
, 1812 )
- : 42
- : 42 21-24
-
-
- 1 24
- : 1021 ( 10)

- The Med ()
-
-

57

500
350
: LCD,
1,500
8
8

General Manager
Executive Asst.
Manager
Director of HR
Director of Sales
Director of Engineering
Director of Finance

Executive
Housekeeping

Director of F&B
Front office Manager
Snr.Purchasing Mgr

58

-
- ( )
- ( )
-
-
- (2007)
-
-
- -
-
- -
- -
-
2008
- ( 2008),
- ( 2008),
- ( 2008),
- ( 2008),

- ,
- ,
- ,
- ( 2009),
- ( 2009),
- ( 2011) -
- ( 2009)
- . 11 ( 2010)
- ( 2009)

59
- - ( 2010)
- ( 2010)
( )

9.

(2546)
4

4

(2547)

400
30-39
$3,100

60

3.65 3.53
3.21
3.61
3.65
3.31
3.37
(2547)
245 8

3.75 4.06
1 2-4 5
5

(2549)
213
6

3.81 4.19
3.96 4.06
4.10 3.95
3.87

61
(2551)
150
5


3.71

3.74
3.59

(3.70)
3.63
(2551)
288
7 (7Ps)

4.14 3.68
3.89 3.46
3.74
3.97 3.88
4.04
(2550)

385

50
3,501 4,000



3.90
3.75 3.75

3.63

62

4.01
3.94
3.89
3.48
4.18 4.03

3.99 3.78


Perasuraman,
Zeithaml Berry (Service Quality)
5

63

1.
2.
3.
4.

1.
(POPULATION)

2550
177,123
Segment
1. (Business Individual)

83,755

2. (Business Groups)

9,613

3. (Leisure Individual)

74,877

4. (Leisure Group)

8,878

64
(SAMPLE)


( . 2538: 74)
5 % 95%
N (
)
n = Z2/ 4E2

n
Z
E

=
=
=

95% Z = 1.96

5% E = 0.05

n = (1.96)2/ 4(0.05)2
= 384.16 385
385

400

(NON-PROBABILITY SAMPLING)
1 Purposive sampling
Check Out Lobby
2 Convenience sampling



Lobby Check Out
2552

65

2.

(Questionnaire)

(Questionnaire)

1


(NOMINAL SCALE)
(ORDINAL SCALE) 8
1
(Nomi
nal Scale)
2

(Ordinal Scale)
3

(Ordi
nal Scale)
4
(Nomi
nal Scale)
5
(Nomi
nal Scale)
6
(Nomi
nal Scale)
7
(Ordi
nal Scale)
8 (Nomi
nal Scale)
2

- (Tangibles)
- (Reliability)
- (Responsiveness)
- (Assurance)
- (Empathy)
28 2
(Rating Scale) (Likert)

66
Selected category scales ( . 2541: 166:
Zikmund. 1977: 371) 5
-
5
-
4
-
3
-
2
-
1
( . 2542 : 82)

(Perceived Service Quality) (Class Interval)
0.8
=

= 51
1
= 0.8
4.21 5.00
3.41 4.20
2.61 3.40
1.81 2.60
1.00 1.80
3
Semantic Differential scale 3
1 5
5
4
3
2
1

67
( . 2542 : 82)

(Perceived Service Quality) (Class Interval)
0.8

=
=

51
1
0.8

4.21 5.00
3.41 4.20
2.61 3.40
1.81 2.60
1.00 1.80

4
Semantic Differential scale 3
1 5
5
4
3
2
1

/
/

/
/

( . 2542 : 82)

(Perceived Service Quality) (Class Interval)
0.8

68

=
=
=

51
1
0.8

4.21 5.00
3.41 4.20
2.61 3.40
1.81 2.60
1.00 1.80

/
/

/
/

1.
2.

3. 5
1

2

3
4
4.

5. 3

6.

69
7.
(Try out) 40
(-Coefficient) ( . 2545)
95%

3.

1. (Secondary Data)


2. (Primary Data)

400
3.

4.

1. (Try out)

(Cronbach) ()
2.
3.
4. (Coding)

5.
SPSS 0.05

70

5.
1. (Descriptive Statistics)
(Frequency) (Percentage)


1.1 (Percentage) ( . 2538 : 10)
P

P
f
n

F
n

x 100

1.2 ( . 2541: 40)

X
n

= X
n

1.3 (Standard Deviation) ( .2541:66)

S

nx2 - (x)2
n(n 1)

S
X
n
X2
(X)2

71
2.

(Conbach) ( . 2545)
k covariance / variance
= 1+( k 1) covariance / variance

(-Coefficient)

k

covariance
variance

3.
3.1
2
t-test ( . 2534: 178)
2 ( 12 = 22 )
X1 t =

Sp 1
n1

X2

1
n2

t (Degree of Freedom) (n1 + n2 -2)

t
X1 , X 2
Sp
n1 , n2

t-distribution
1 2
2
1 2

72
2 ( 12 12 )
X1 t =

S21
n1

X2

S22
n2

t
t-distribution
X1 , X2 1 2
S21 , S22 1
2
n1 , n2 1 2

2
S 1 = S22
V (Degree of Freedom)
v =

2 2
S 1 S 2
n1 n2

2
2
S 1
S 2
n

1 n2
n1 1 n2 1

3.2 2
(One Way Analysis of Variance)
ANOVA (F) Brown-Forsythe (B)
ANOVA (F) ( , 2543 :
312-313)
F =

MSB
MSW

F
F-Distribution
MSB

MSW

df (k-1)
(n-K)

73
Brown-Forsythe (B) (Hartung. 2001: 300)

B = MSB
MSW
MSW = ik1 (1 ni )S i2
N
B Brown-Forsythe
MSB
MSW Brown-Forsythe
K
n

N
S2i

Fishers Least Significant Difference (LSD)
Dunnett T3 ( . 2545: 333)
LSD ( . 2545: 333)

LSD =

1 ; n k
2

n=

1 ; n k
2

1
1
MSE
ni n j

n
i 1

t-test

95%
MSE (MSw)
ni
i
nj
j
k

74

Dunnett T3 (Keppel. 1982: 153-155)

dD

qD
MS S / A
S

dD

q D 2( MS S / A )
S

Dunnett test
Critical values of the Dunnett test

3.3 (Correlation)

(Pearson Product Moment
Correlation Coefficient)
2 0.05 ( . 2541: 314)
r

XY

rXY
X
Y
X2
Y2
XY
n

nXY (X )(Y )
nX 2 (X ) 2 nY 2 (Y ) 2

X
Y
X
Y
X Y

75

(r) ( . 2546: 351)

2
2
1. r X Y X Y
X Y
2. r X Y X Y
X Y
3. r 1 X Y

4. r -1 X Y

5. r = 0 X Y
6. r = 0 X Y

(CLASS INTERVAL)

------------------------

=
=
=

(1-0) / 5
0.2

( . 2542: 508)
(r)
0.81 1.00

0.61 0.80

0.41 0.60

0.21 0.40

0.01 0.20

76

5
4.1

4.2
(Tangibles) (Reliability)
(Responsiveness) (Assurance) (Empathy)
4.3

4.4
(Customer Loyalty)
4.5


n

(Mean)
S.D.
(Standard Deviation)
t
t-Distribution
F-Ratio
F-Distribution
F-Prob.,p
(Probability)
SS
(Sum of Squares)
MS
(Mean of Squares)
df
(Degree of Freedom)
LSD
Least Significant Difference
r

*
.05
**
.01

77
4.1



2
2

1.

2.
20
21 40
41 60
61

3.

/
//

4.

( )

276
124
400

69.0
31.0
100.0

7
180
193
20
400

1.8
45.0
48.2
5.0
100.0

111
257
32
400

27.8
64.2
8.0
100.0

7
280
113
400

1.8
70.0
28.2
100.0

78
2 ()

5. ()
(,,, )
(,)
(,, )
(,, )

6.

7.
70,000
70,001 140,000
140,001 210,000
210,001

8.

( )

172
105
96
27
400

43.0
26.2
24.0
6.8
100.0

7
40
261
84
8
400

1.8
10.0
65.2
21.0
2.0
100.0

11
37
195
157
400

2.7
9.3
48.7
39.3
100.0

280
24
78
18
400

70.0
6.0
19.5
4.5
100.0

2 400
( 69.0) 41 60 ( 48.2) /
( 64.2) ( 70.0)
( 43.0) ( 65.2)

79
140,001 210,000 ( 48.7) (
70.0)
69.0
31.0
41 60 48.2
21 - 40 61 20
45.0 5.0 1.8
/
64.2 // 27.8 8.0

70.0
28.2 1.8
43.0
26.2 24.0 6.8

65.2 /
21.0 10.0 2.0 1.8

140,001 210,000 48.7 210,001
70,001140,000 70,000 39.3 9.3
2.7

70.0
19.5 6.0 4.5

80
3

1.
40
41 60
61

2.

3.
/

4.
140,000
140,001 210,000
210,001

( )

187
193
20
400

46.8
48.2
5.0
100.0

287
113
400

71.8
28.2
100.0

40
261
84
15
400

10.0
65.2
21.0
3.8
100.0

48
195
157
400

12.0
48.7
39.3
100.0

3
4160 48.2
40 61 20
46.8 5.0

71.8 28.2

81

65.2 /
21.0 10.0 3.8
140,001
210,000 48.7 210,001
140,000 39.3 12.0
4.2

4
4

S.D.

4.08
3.83
4.08

0.33
0.39
0.44

4.10
3.99

0.41
0.50

4.02

0.34

4

4.02

4.10

4.08
3.99 3.83

82
5

1.

2.

3.

4.

5.

6.
7.

8.

9.

10.
11.

12.

13.
14.

S.D.

4.63

0.48

4.02

0.62

4.06

0.73

3.84

0.56

4.02

0.55

4.32

0.47

4.09

0.71

4.26

0.69

4.04

0.62

4.15

0.67

3.66

0.66

4.14

0.55

3.68
4.23
4.08

0.83
0.42
0.33

83
4.08

4.63 4.32
3.66
6

15. Check
in/out
16.

17.
18.

19.

S.D.

3.87

0.58

3.63

0.60

4.09
3.99

0.47
0.61

3.57

0.64

3.83

0.39

6

3.83
4.09
3.99

3.57

84
7

20.

21.

22.
23.

S.D.

4.02

0.51

4.22

0.66

3.89
4.21
4.08

0.66
0.53
0.44

7

4.08

4.22 4.21
3.89
8

24.
25.

26.

S.D.

4.10
4.12

0.52
0.48

4.09

0.71

4.10

0.41

85
8

4.10

4.12
4.10
4.09
9

27.
28.

S.D.

3.99
3.98

0.70
0.69

3.99

0.50

9

3.99
3.99
3.98
4.3

10

86
10

1.

2.

3.

S.D.

3.87

0.54

3.63

0.66

3.86

0.55

3.79

0.46

10

3.79

3.87
3.86
3.63
4.4
(Customer Loyalty)


11

87
11

1.


2.

3.

S.D.

3.74

0.76

3.88

0.82

3.65

0.69

3.76

0.65

11
/
3.76
3.88

3.74

3.65
4.5
4.5
3
4.5.1 1

88
4.5.2 2 (Perceived
Service Quality)

4.5.3 3

4.5.1 1

4.5.1

1.1


H0 :

H1 :

t
(Independent t-test) 95%
(H0) (H1) 2-tailed Sig. 0.05
t

Levines Test
H0 :
H1 :
Sig.
0.05 H1 H0 t

89
Sig. 0.05 H0
H1 t
(Levenes Test) (Independent
t-test) 12
12

Levene's Test

for Equality of

t-test for Equality of Means

Variances

S.D.
F
Sig.
t
df Sig.

Equal
variances 3.204 0.74 3.73 0.49 3.678** 398 0.00
assumed

Equal

variances
3.91 0.36
not
assumed
** .01
12
Sig.
0.74 0.05
0.05
t
t 3.678 Sig.
0.00 0.01

0.01

90
1.2


H0 :

H1 :

1.2
3
Levenes test

F-test

BrownForsythe test

Fishers Least Significant Difference (LSD)
Dunnetts T3

Levenes

Test
H0 :
H1 :

Sig.
0.05 H1 H0
13

91
13

Levene
Statistic
11.176**

df1

df2

Sig.

397

.000

** .01
13 Sig.
0.00 0.01

0.01 Brown Forsythe

Sig. 0.05

Dunnetts T3
Brown Forsythe
14
14

Brown
Forsythe

Statistic

df1

df2

Sig.

13.045**

47.933

.000

** .01
14 Sig.
0.00
0.01

92
0.01
Dunnetts T3
15
15

Dunnetts T3

40

3.81

41 60

3.82

61

3.23

41 60 61
40
-

0.01

0.58**

(.99)
-

(.00)
0.59**
(.00)
-

** .01
15
40
61
0.01 Sig. 0.00
40 61
0.58 41-60
61
0.01 Sig. 0.00 41-60
61
0.59 0.05

93
1.3


H0 :

H1 :

1.3
3
Levenes test

F-test

BrownForsythe test

Fishers Least Significant

Difference (LSD)
Dunnetts T3

Levenes

Test
H0 :

H1 :

Sig.
0.05 H1 H0 16

94
16

Levene
Statistic
2.413

df1

df2

Sig.

397

.091

16 Sig.
0.91 0.05

0.05 F-test

Sig. 0.05

LSD
Ftest 17
17

SS

df

MS

Sig.

.383
83.127
83.510

2
397
399

.192
.209

.915

.401

17 Sig.
0.401
0.05
0.05

95
1.4


H0 :

H1 :


t (Independent t-test) 95%
(H0) (H1) 2-tailed Sig. 0.05
t

Levenes Test
H0 :
H1 :

Sig.
0.05 H1 H0 t
Sig. 0.05
H0 H1 t
(Levenes Test)
(Independent t-test) 18

96
18

Levene's Test
for Equality of
t-test for Equality of Means
Variances

S.D.
F
Sig.
t
df Sig.

Equal

variances 7.795* 0.04

3.76 0.49

assumed

Equal

variances
274.
. 3.85 0.36 1.924
0.06
not
849

assumed

* .05
18
Sig.
0.04 0.05

0.05

t t
1.924 Sig. 0.06 0.05

0.05

97
1.5


H0 :

H1 :

1.5
3
Levenes test


F-test

BrownForsythe test

Fishers Least Significant Difference (LSD)
Dunnetts T3

Levenes Test
H0 :
H1 :

Sig.
0.05 H1 H0 19

98
19

Levene
Statistic
1.161

df1

df2

Sig.

396

.324

19 Sig.
0.324 0.05

0.05 F-test

Sig. 0.05

LSD
F-test 20
20

SS

df

MS

Sig

.542
82.968
83.510

3
396
399

.181
.210

.862

.461

20 Sig.
0.461
0.05
0.05

99
1.6


H0 :

H1 :

1.6
3
Levenes test


F-test

BrownForsythe test

Fishers Least Significant Difference (LSD)
Dunnetts T3

Levenes

Test
H0 :
H1 :

Sig.
0.05 H1 H0 21

100
21

Levene
Statistic
.053

df1

df2

Sig.

396

.984

21 Sig.
0.984 0.05

0.05 F-test

Sig. 0.05

LSD
F-test 22
22

SS

df

MS

Sig.

4.253
79.257
83.510

3
396
399

1.418
.200

7.083**

.000

** .01
22
Sig.
0.00
0.01
0.01

101
LSD
23
23

LSD

3.53
3.60

0.07
(.62)
-

3.86
3.70

0.32*
(.01)
0.26**
(.00)
-

0.17
(.19)
0.10
(.25)
0.16*
(.01)
-

* .05
** .01
23


0.05 Sig. 0.01

0.32

0.01 Sig. 0.00

0.26
23

0.05 Sig 0.01

102
0.16

0.05

1.7

H0 :

H1 :

1.7
3
Levenes test

F-test

BrownForsythe test



Fishers Least Significant Difference (LSD)
Dunnetts T3

Levenes

Test
H0 :
H1 :

103
Sig.
0.05 H1 H0 24
24

Levene
Statistic
1.688

df1

df2

Sig.

397

.186

24 Sig.
0.186 0.05

0.05 F-test

Sig. 0.05

LSD
F-test 25
25

SS

df

MS

Sig.

2.058
81.452
83.510

2
397
399

1.029
.205

5.016**

.007

** .01
25 Sig.
.007

104
0.01
0.01
LSD
26
26

LSD

140,000

140,001210,000
210,001

3.98

140,000
-

3.76
3.76

140,001210,000

0.22**
(.00)
-

210,001

0.22**
(.00)
0.00
(.92)
-

** .01
26
140,000
140,000210,000 0.01 Sig. 0.00
140,000
140,000-210,000 0.22
140,000
210,001 0.01
Sig. 0.00 140,000
210,001
0.22 140,000

105

0.05
1.8

H0 :

H1 :

1.8
3
Levenes test

F-test

BrownForsythe test

Fishers
Least Significant Difference (LSD)
Dunnetts T3

Levenes Test
H0 :

106
H1 :

Sig.
0.05 H1 H0 27
27

Levene
Statistic
1.274

df1

df2

Sig.

396

.283

27 Sig.
0.283 0.05

0.05 F-test

Sig. 0.05

LSD


F-test 28
28

SS

3.801
79.709

83.510

df

MS

Sig.

3
396
399

1.267
.201

6.294**

.000

** .01

107

28 Sig.
.000
0.01
0.01
LSD
29
29

LSD

3.81
4.07

0.26*
(0.01)
-

3.64
3.70

0.17**
(0.00)
0.43**
(0.00)
-

0.11
(0.35)
0.37*
(0.01)
0.06
(0.59)
-

* .05
** .01
29


0.05 Sig. 0.01


0.26

108
0.01 Sig. 0.00

0.17


0.01 Sig. 0.00

0.43


0.05 Sig. 0.01

0.37

0.05
4.5.2 2 (Perceived
Service Quality)


H0: (Perceived Service Quality)

H1: (Perceived Service Quality)


(Pearson Product Moment Correlation Coefficient)
95% (H0) (H1)
2-tailed Sig. 0.05
30

109
30

r
Sig

1. .380**

.000

2.
3.

4.
5.

6.

.231**

.000

.293**

.000

.344**

.000

.434**

.000

.510**

.000

7.

.289**

.000

8.

.248**

.000

9.

.229**

.000

10.

.310**

.000

11.

.173**

.000

.000

.000

12.
.223**

13.
.197**
14.

.309**

.000

.532**

.000

110
30 ()

r
Sig

15.

16.

17.

18.

19.

.267**

.000

.224**

.000

.171**

.001

.218**

.000

.425**

.000

.400**

.000

.000

.006

.000

.483**

.000

.392**

.000

20.
.305**

21.
.138**

22.
.277**

23.

111
30 ()

r
Sig

24.

25.

26.

.217**

.000

.499**

.000

.152**

.002

.370**

.000

.000

.000

27.
.129**

28.
.505**

.438**

.000

.522**

.000

** .01
30
Sig .000 0.01 (H0)
(H1)

.522 0.01

112

Sig .000 0.01 (H0)
(H1)

.532 0.01



.510

Sig .000 0.01 (H0)
(H1)


.400 0.01




.425

Sig .000 0.01 (H0)
(H1)


.392 0.01



.483

Sig .000 0.01 (H0)
(H1)

.370 0.01

113

.499

Sig .000 0.01 (H0)
(H1)

.438 0.01



.505
4.5.3 3



H0:

H1:


(Pearson Product Moment Correlation Coefficient)
95% (H0) (H1)
2-tailed Sig. 0.05
31

114
31

1.

2.

3.

Sig

.720**

.000

.533**

.000

.393**

.000

.697**

.000

** .01
31
Sig .000 0.01 (H0)
(H1)


.697 0.01

Sig .000 0.01
(H0) (H1)

.720 .01

Sig .000 0.01
(H0) (H1)

115

.533 0.01

Sig .000 .01

(H0) (H1)

.393
0.01

 5




5 (Tangibles)
(Reliability) (Responsiveness) (Assurance)
(Empathy)

5.1

1.


2. (Perceived Service Quality)

3.

5.2
1.


2. (Perceived Service Quality)

117
3.

5.3
5.3.1



( . 2538: 74) 5 % 95%
385
400
(NON-PROBABILITY SAMPLING) 1 Purposive sampling

Check Out Lobby 2 Convenience sampling

5.3.2

4
1

8
1
(Nomi
nal Scale)
2

(Ordi
nal Scale)
3 (Ordi
nal Scale)
4
(Nomi
nal Scale)
5
(Nomi
nal Scale)
6
(Nomi
nal Scale)
7 (Ordi
nal Scale)
8 (Nomi
nal Scale
2
28 5 (Tangibles)

118
14 (Reliability) 5 (Responsiveness)
4 (Assurance) 3 (Empathy) 2
(Likert)
3
Semantic Differential scale 3
4
Semantic Differential scale 3
5.3.3

2
t-test
2
ANOVA
Brown-Forsythe
Fishers Least Significant Difference
Dunnetts T3
2


2

119
3



2
5.4
5.4.1

69.0 41 60
48.2 71.8
(, , , , ) 43.0 /
64.2
65.2
140,001 210,000
70.0

4.02
4.08 3.83
4.08
4.10 3.99

3.79

3.87

120
3.86
3.63

3.76
3.88

3.74
3.65
5.4.2
1


1.1

0.01

1.2
0.01 2 40
61
41-60
61
1.3
0.05
1.4
0.05

121
1.5
0.05
1.6
0.01 1 /
0.05 2
/

1.7
0.01 2
140,000 140,001 210,000 210,001
1.8
0.01 2

0.05 2

2





0.01
3


0.01

122

5.5

1. 41 60 /

140,001 210,000

(2547)

$3,001 (102,000 )

2.


(Parasuraman, Zeithaml and Berry. 1990:20-23)

(2541: 335-336)


( 2547)

123

Check in/out
(2538)


(2547)

(2550)

Check in/out

5






(Parasuraman, Zeithaml: &
Berry) (SERVQUAL)






(2549)

124




(2550)


(2551)



3.
5

Kotler (1997)

125

4.










Kotler (1997)

2

( . 2549: 19; Pearce. 1997: 1-31)



5.
5.1



0.05

(
(2544:29))

126
(2529)

.
(2533)

41 60
61 40 61
41 60

48


61



(2541)

0.05

(2550)

127

0.5



(2546)



0.05

(2550)




0.05
/
0.01
/
Kotler.
(2000)


(2538)

(2533 : 112)

128
140,000
140,000 210,000 140,000
210,001 2
0.01

(2538)
(Economic Circumstances) (Income)
(Spend able income)

(2546)

0.05














(2544:7)

129

(Customer Satisfaction
Index:CSI)
(2547)

6.


Kotler (1997)


(Reily)



7.

(2541: 44-48)




(Value Added)
(Manufacturing) (Marketing)
(Total Quality)
(Competitive differentiation)

130

5.6

1.



41 60
140,001 210,000







2.

41-60

140,000

3.

4.

131



5


5.
(CRM)

6.



CRM

e-mail
address

e-news, e-card


/

132

5.7
1.




2.



3.

Focus Group

4.
5

4
1
2
3
4

1.

20

21 - 40

41- 60

60

2.

3.

4.
5.

//

6.
/

()
7. (US$)
$2,000
$4,001 6,000
8.

$2,000 4,000
$6,001

(Tangibles)
2.1

2.2

2.3

2.4

2.5

2.6
2.7

2.8

2.9

2.10

2.11

2.12

2.13
2.14
(Reliability)
2.15 Check in/out
2.16

2.17
2.18

2.19

(Responsiveness)
2.20

2.21

2.22
2.23
(Assurance)
2.24
2.25

2.26

(Empathy)
2.27
2.28

3.1

.: .: : :
5

3.2

.: .: : :
5

3.3

.: .: : :
5

4.1

.: .: : : .
5

4.2

.: .: : :
5

4.3

.: .: : : .
5

Customer Satisfactions Questionnaire

The factors that effect on customer satisfactions of The Westin Grand Sukhuvit Hotel
Explanation
This questionnaire is a part of Independent studies; MBA of General management
of Srinakharin Wirot University, the main objective is to study the factors that effect on customer
satisfactions of The Westin Grand Sukhuvit Hotel in order to develop the service which the
valuable clients expect
Therefore I would like to ask for your valuable time in telling us about your attitude

There are 4 paths:

Part 1 The questionnaire is about the information of demographic
Part 2 The questionnaire is about the service quality.
Part 3 The questionnaire is about the customer satisfaction in using service of hotel.
Part 4 The questionnaire is about the customer loyalty in using service of hotel.
This information is for education only, then answers will not affect the respondents.
The result of research will be the overall view only.
I would appreciate your time to complete this questionnaire and all information received
which will be a confident.

Part 1: The questionnaire is about the information of demographic

Please read the following statement and place in the box which most accurately
reflects your staying in the hotel.
9. Please indicate your gender:
Male

Female

10. Age:
Less than 20 years old

21 - 40 years old

41- 60 years old

Over 60 years old

11. Education level:

Under Bachelor degree

Bachelor degree

Higher Bachelor degree

12. Nationality
13. Status
Single

Married/Stayed together

14. Occupation:
Student

Widowed/ Divorced/ Separated

Government official

Company employee
Owner
Others (please specify ..)
15. Income per month (US$)
Less than $2,000
$ 4,001 $6,000
16. Purpose of your trip
Business Individual
Leisure Individual

$ 2,000 $4,000
Above $6,001
Business Group
Leisure Group

Part 2: The questionnaire is about the service quality.

Please read the following statement and place in the box which most accurately
reflects your staying in the hotel.
5
Service quality that was
Strongly
related with the customer
Satisfied
satisfaction on using
service
Tangibles
2.29 Location of hotel is
convenience for
travel and easy to
find
2.30 The decoration of
garden is beautiful
and suitable with the
hotel
2.31 The decoration within
lobby such as light,
carpet and furniture is
beautiful
2.32 The equipment of
hotel is modern and
new look
2.33 The room was
decorated by
beautiful furniture and
include with all
facilities
2.34 Cleaning of the room
2.35 The bathroom was
decorated by section
to suit with the using.
2.36 The bathroom has all
equipment such as
soap, toothpaste and
towel
2.37 Hotel has the hi
technology such as
Hi- speed internet,
LCD
2.38 The decoration in
restaurant is beautiful
and clean
2.39 Banquet room has
the beautiful
decoration
2.40 The facilities in hotel
such as pool and

Level of service quality

4
3
2
1
Satisfied Neither Dissatisfied
Very
Satisfied
Dissatisfied
nor
dissatisfied

5
Service quality that was
Strongly
related with the customer
Satisfied
satisfaction on using
service
gym is clean and
modern
2.41 Car park matches
with the requirement
2.42 Staff was appeared
neat, e.g. uniform,
grooming, etc
Reliability
2.43 Speed and accuracy
of Check in/out
2.44 Speed and accuracy
of reservation by
internet
2.45 Staff has knowledge
and skill in service
2.46 Reliability in
reputation and image
of hotel
2.47 Advertisement and
Public relation are
conform with the
hotel
Responsiveness
2.48 Staff service is quick
respond to the
requirement of patron
2.49 Staff give the
personal attention
with the patron
2.50 The Sufficient of
number of hotel staff
2.51 Staff has the good
relationship while
their service
Assurance
2.52 Patrons feel safe in
hotel
2.53 Staff has the
knowledge to answer
patrons requests
2.54 Customer feel trust
with the service of
staff

Level of service quality

4
3
2
1
Satisfied Neither Dissatisfied
Very
Satisfied
Dissatisfied
nor
dissatisfied

Level of service quality

4
3
2
1
Satisfied Neither Dissatisfied
Very
Satisfied
Dissatisfied
nor
dissatisfied

5
Service quality that was
Strongly
related with the customer
Satisfied
satisfaction on using
service
Empathy
2.55 Staff will give patrons
individualized
attention
2.56 The staff will
understand the
specific needs of their
patrons

Part 3: The questionnaire is about the customer satisfaction in using service of hotel.
Please read the following statement and place in the box which most accurately
reflects your staying in the hotel.
3.1 The satisfaction on using service at The Westin Grand Sukhumvit hotel
Strongly Satisfied

.: .: : :
5 4
3 2 1

Very Dissatisfied

3.2 Service of The Westin Grand Sukhumvit hotel compare with another hotel
Better than other

.: .: : :
5

Less than other

3.3 Please estimate the satisfaction of your overall image by comparing with your expectation
Much higher than

.: .: : :
5

Much less than expected

Part 4: The questionnaire is about the customer loyalty in using service of hotel.
Please read the following statement and place in the box which most accurately
reflects your staying in the hotel.
4.1 You will return to receive the service again
Sure
.: .: : : .
5

Not sure

4.2 Will you recommend Westin to another person or not?

Strongly recommend .: .: : :
5

Strongly not recommend

4.3 If other hotel which is in the same area offer the cheaper price, will you still confirm
to use service with The Westin Grand Sukhumvit hotel or not?
Sure

.: .: : : .
5

Not sure

--------------------- Thank you for your kind Co-operation -----------------------

.. 2546

.. 2552

15 2523

75 89/1 .
10260

()