Strategy Implementation to Maintain service Quality in Chain and Non-Chain Hotels and Resorts in Phuket

Abstract

This study aims to identify the service quality differences in chain and non chain hotels and resorts in Phuket as well as to compare strategies implement to service quality in chain and non chain hotels and resorts in Phuket. Qualitative method has been applied to the study via in-depth interviews. 20 managers and supervisors, who work in operation departments, were the informants. The interviews were conducted from November 2017 to May 2018 by using purposive sampling methods. The results indicated that service quality dimensions were concerned as important by chain and non-chain hotels and resorts in Phuket in term of service quality. However, chain hotels and resorts in Phuket referred "Reliability" dimension as "Standard Operating Procedure" (SOP), which to complete the SOP was a must. While non-chain hotels and resorts in Phuket explained that the SOP was a guideline, which could be adjusted depending on customers' conditions. In addition, the results revealed that chain and non-chain hotels and resorts in Phuket used common strategies implemented to maintain service quality, which included quality strategy, hotel operational strategy, competitive strategy, employee strategy and training strategy. In contrast, there were two more strategies, which were used particularly in chain hotels and resorts in Phuket including global strategies and green strategy. The results of this research are beneficial as a guiding tool for the current and future chain and non-chain hotels and resorts to develop and maintain service quality.