Abstract: The interest in studying satisfaction and service quality as the antecedents of customer satisfaction intentions in this paper has been stimulated, firstly, by the recognition that customer satisfaction does not, on its own, produce customer lifetime value. Secondly, satisfaction and quality are closely linked to market share and customer retention. The relationship between service quality and customer satisfaction where customer of the Ambassador Bangkok Hotel were selected as the sample. The purpose of this study is to highlight the service quality of Ambassador Hotel and impacts of customer satisfaction by examining the basic principles of service quality. In this study the quantitative method was used. The primary data is collected from the hotel by questionnaires and interview. A questionnaire was used as the data collection technique and Ruetzler (2005) scale, which was developed to measure service quality in Ambassador Hotel, was used for creating the survey form and the secondary data is gotten from articles, journals and online resources. In the methodology the factor analysis by using ANOVA model, were performed on 96 valid sample survey data. The ANOVA model analysis was applied to five dimension of service quality (SERVQUAL) that were determine with age group as a result a factor analysis and it was found that these dimension affect the customer satisfaction positively. It was concluded that there is significant relationship between service quality and customer satisfaction. The research findings confirmed that there is a positive relationship between service quality and customer satisfaction.
Keywords: Service Quality, Customer Satisfaction, Relationship between Service Quality and Customer Satisfaction.
Title: Service Quality and Customer Satisfaction Relationship: A Research in the Ambassador Bangkok
Author: Muhammad Enayet, Dr. Vijit Supinit
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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