| 520 สาระสังเขป |
This study investigates how the quality of digital services influences customer satisfaction in the luxury hotel industry in Bangkok, Thailand, with particular attention to the factors that shape their digital service experience. Drawing data from 324 respondents who engaged with digital services during their hotel stays, out of 350 distributed questionnaires, the study aims to explore the relationship between various dimensions of digital service quality and customer satisfaction across luxury hotel settings. Methodologically, the study integrates the literature review, online and onsite data collection methods, regression analysis, and consideration of limitations. The findings emphasize the importance of reliability, assurance, tangibility, empathy, and responsiveness in customer satisfaction within the hotel industry. Particularly notable is the key role of assurance as the primary driver of digital service quality in luxury hotels, closely followed by reliability and tangibility. This underscores the criticality of ensuring customers feel secure and confident through interactions with hotel staff. Creating a safe environment, showcasing effective problem-solving skills, and fostering trust and credibility with clients are pivotal in enhancing satisfaction. This research offers valuable insights for hotel management and organizations in Thailand, especially during uncertain times. Enhancements in digital service quality have the potential to elevate destination amenities, accessibility, and hotel services' attractions, thereby benefiting the tourism industry. |