MEASURING SERVICE QUALITY OF FOREIGN AND THAI CUSTOMERS TOWARD LUXURIOUS SHOPPING MALLS IN BANGKOK THROUGH SERVQUAL

Abstract

NATTAPHOL BANGVIROONRAG: MEASURING SERVICE QUALITY OF FOREIGN AND THAI CUSTOMERS TOWARD LUXURIOUS SHOPPING MALLS IN BANGKOK THROUGH SERVQUAL. INDEPENDENT STUDY ADVISOR: ARDIPORN KHEMARANGSAN, Ph.D. 90 pp.

At this moment, luxurious shopping malls in Bangkok, Thailand, have been popular for both Thai and foreign customers, leading me to pay attention on service quality and customer’s satisfaction. Nowadays, maintaining service quality and customer’s satisfaction become the important part, challenging for every shopping malls to respond the customers’ needs. The objective of this research was to study the service quality by looking at the gap between customer’s expectation and customer’s perception through SERVQUAL. This study took SERVQUAL theory, which Parasuraman and partners used in their study, to study the dimensions of service. Researcher used it to analyze service quality in term of luxurious shopping malls and to find tactic to improve their service quality. The “SERVQUAL” showed that Thai luxurious shopping malls can still improve their service quality even though there were gaps between customer’s expectation and perception. The study applied a review of the literature to offer an overview of SERVQUAL in measuring service quality through customer’s expectation, customer’s perception, and customer’s satisfaction. This research was based on quantitative method which used a mean and T-Test to analyze the result. The results of this study showed significant differences between foreign and Thai customers about service quality and satisfaction for luxurious shopping malls in Bangkok.

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