FOOD AND BEVERAGE SERVICE QUALITY IMPROVEMENT FOR HOTEL IN THAILAND AFTER COVID-19 PANDEMIC

Abstract

COVID-19 is all effect to economic of the country as a whole, especially tourism industry. To proposes the improvement guidelines for the service of food and beverage in hotelafter pandemic. This research studied the service quality of food and beverage service in hotel. The mixed methodology is employed for this research. The in-depth interview was used for data collectingfrom top management of three sample hotels in Bangkok, Chiang Mai, and Phuket. There were three parts of modified questionnaires to measure service quality and guest’s satisfaction including service facilities, attentiveness, responsibility, reliability, and circumspection related to COVID-19 preventive measures. This study used sample random sampling to derive subjects with the return rate of the questionnaires was 70 percent or 280 respondents. Data were analyzed by SPSS to find arithmetic mean, SD, percentage, and comparison by t-test, One-way ANOVA, and content analysis. The research results showed that the service quality related to COVID-19 preventive measures of the three hotels can create high guest satisfaction.Suggestions for conducting research are to maintain good quality of service and to improve service quality, especially its reliability.There should be regular training of service standards, product knowledge, technology, food safety and hygiene to employees in order to build trust.