THE ANALYSIS OF CUSTOMER COMMENTS FOR THE DEVELOPMENT OF SERVICE QUALITY OF GREEN HOTELS

Abstract

                   This study aimed to analyze customer comments in regard to the service quality of green hotels in Thailand and to categorize customer comments in relation to hotel service quality (SERVQUAL) for the benefit of hotel service improvement. This study used the data from Trip Advisor to analyze customer comments regarding the service quality of green hotels as well as employed content analysis and descriptive analysis to present the findings in terms of frequency and percentage.

            It was found that 1) the highest number of negative reviews/comments was related to guestrooms, followed by front office and food & beverage, respectively. 2) In terms of service quality dimensions, tangible dimension received the highest number of negative reviews/comments, followed by assurance and responsiveness, respectively. Hotel practitioners may apply the knowledge from this research to further improve their hotel service quality together with the environmental concern.