คุณภาพการบริการ การกลับมาใช้บริการซ้ำ และการพัฒนาศักยภาพด้านภาษาอังกฤษผ่านหนังสืออิเล็กทรอนิกส์ของพนักงานต้อนรับส่วนหน้าโรงแรมขนาดเล็กในเขตราชเทวี กรุงเทพมหานคร

Anirut Jaroensuk

Authors

Anirut Jaroensuk Department of Tourism and Hotel, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Tawan-ok Chakrabongse Bhuvanart Campus

Keywords:

Service Quality, Revisit Intention, Front Office Staff, Small Hotels, E-Book

Abstract

This research article aimed to examine service quality, repeat patronage, and the development of English language competencies among front office staff in small hotels in Ratchathewi District, Bangkok, within the context of accommodation businesses facing limitations in budget, personnel, and continuous training opportunities. The objectives of this study were: 1) to investigate service quality factors affecting repeat patronage among foreign tourists staying in small hotels in Ratchathewi District, Bangkok; 2) to explore the needs for English language competency development among front office staff in small hotels in Ratchathewi District, Bangkok; and 3) to develop and evaluate the use of an English e-book for front office services among front office staff in small hotels in Ratchathewi District, Bangkok.
This study employed a mixed-methods research design. Quantitative data were collected from 385 foreign tourists staying in small hotels in Ratchathewi District, Bangkok. Qualitative data were collected from managers or heads of front office departments from 18 hotels. In addition, the English e-book was implemented with 36 front office staff members. The findings revealed that: 1) service quality based on the SERVQUAL model was positively related to repeat patronage, with the assurance dimension exerting the strongest influence; 2) small hotels had the greatest need to develop English language skills for front office services, as these skills are essential for communicating with foreign tourists; and 3) post-learning scores after using the e-book were significantly higher than pre-learning scores at the statistical significance level of p < 0.001. The findings contribute to linking service quality with the development of front office staff competencies and propose the use of digital learning media as an appropriate tool for personnel development under the operational constraints of small hotels.

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