Service Quality Improvement and Star Rating Levels
The relationship of service quality improvement and hotels’ star
rating levels was examined by using analysis of variance (ANOVA).
Since no one-star hotels passed the assessment by the Thailand Hotel
Standard, four levels of star ratings, ranging from two to five, were
used in the independent variable. The dependent variables were the
four factors derived from factor analysis of service quality improvement:
service delivery, hotel employees, facilities and surroundings,
and prestige.
As shown in Table 3, our analysis showed no significant differences
in the four aspects of hotels’ service quality improvement due to
different star ratings. However, hotels at each star level all indicated
improvements in service delivery, employee competency, guest
facilities and surroundings, and prestige. Therefore, the full spectrum
of service quality was reinforced, regardless the star level for which a
hotel applied and was certified.
Service Quality Improvement and Hotel Performance Changes
The relationship between hotel performance changes and service
quality improvement due to the introduction of the Thailand Hotel
Standard was explored by employing canonical correlation analysis.
The independent variable set contained the four factors of service
quality improvement derived from factor analysis. The dependent
variable set included hotel performance changes measured by the