DEVELOPING A CUSTOMER SERVICE MODEL FOR SUAN SUNANDHA PALACE HOTEL UNDER THE OFFICE OF PROPERTY AND ASSETS, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

The dynamic growth of the global hospitality industry has heightened the importance of exceptional customer service as a key differentiator for hotels. This study explores the development of a customer service model tailored to Suan Sunandha Palace Hotel, a university-operated establishment under Suan Sunandha Rajabhat University. The hotel faces a dual challenge: maintaining competitive service standards while serving as a training ground for students pursuing hospitality and business education. Utilizing the SERVQUAL model, which encompasses five dimensions of service quality — Tangibility, Reliability, Responsiveness, Assurance, and Empathy — the study identifies critical gaps and proposes strategies for improvement. Employing a qualitative research design, data was collected through semi-structured interviews, focus groups, and document analysis involving hotel staff, management, students, and guests. Thematic analysis revealed several findings: Tangibility improvements, such as modernizing facilities and adopting digital tools, are essential to creating a professional image. Ensuring service Reliability requires consistent training programs and robust feedback mechanisms. Responsiveness can be enhanced by establishing clear communication protocols and fostering proactive problem-solving. Assurance, rooted in staff knowledge and professionalism, underscores the importance of certifications and structured skill-building initiatives. Empathy — the provision of personalized, caring service — emerged as crucial for guest satisfaction and loyalty. The study concludes that integrating SERVQUAL dimensions into Suan Sunandha Palace Hotel’s operations addresses service quality gaps and aligns with its academic mission. Recommendations include structured training modules, facility upgrades, and innovative guest interaction protocols to sustain competitive edge and bridge academic and commercial objectives in the hospitality sector.