A SERVICE DESIGN STRATEGY TO ENHANCE NEW NORMAL CUSTOMER EXPERIENCE FOR LUXURY CHAIN BEACH HOTELS IN ANDAMAN COAST OF THAILAND

Abstract

This research aims 1) to analyze unique attributes of luxury chain hotels in Andaman Coast of Thailand in formulating service design strategy to create customer experience, 2) to examine new normal service design currently undertaken by luxury chain hotels in Andaman Coast of Thailand to create customer experience, 3) to determine relationships of perceived hygiene attributes of COVID-19 and attributes of luxury chain hotels affecting perceived service design, 4) to examine relationships of perceived service design affecting customer experience, customer delight, and customer trust at luxury chain hotels in Andaman Coast of Thailand, 5) to investigate the structural model of the antecedents and consequences of perceived service design for luxury chian hotels in Andaman Coast of Thailand, and 6) to formulate new normal service design strategy to enhance customer experience for luxury chain hotels in Andaman Coast of Thailand.

Mixed-method research is applied in this study. Qualitative method is used purposive and quota sampling from 20 hotel managers of luxury chain beach hotels in Phuket, Phang-Nga, and Krabi, plus the President of Thai Hotels Association. The researcher uses an in-depth interview from semi-structured questions. Thematic analysis is presented the findings analyzed by QDA Miner Lite software. Quantitative method is conducted by online questionnaire with 345 Thai guests who are staying at luxury chain beach hotels in Phuket, Phang-Nga, and Krabi and analyzes the data by using IBM-SPSS Amos 22.0 software. Latent construct measurement model is validated through Confirmatory Factor Analysis procedure, then using Structural Equation Modeling analysis to test the model and empirical data.

The findings reveal that there are nine unique attributes of luxury chain beach hotels in Andaman Coast of Thailand: 1) location, 2) service, 3) facilities, 4) activities, 5) product, 6) staff, 7) guestroom, 8) food & beverage, and 9) decoration. The new normal service design currently undertaken by luxury chain beach hotels in Andaman Coast of Thailand to create customer experience is divided into 4 categories: 1) reservation, 2) check-in, 3) in-house, and 4) check-out. According to the result of confirmatory factor analysis, it shows the appropriate criteria: Chi-square = 222.651, df = 121, p-value = 0.00, CMIN/DF = 1.840, CFI = 0.973, GFI = 0.939, NFI = 0.943, TLI = 0.957, RMSEA = 0.049, and RMR = 0.021. However, it is found that the perceived service design has mediated on the relationship between perceived hygiene attributes of COVID-19 and customer experience.

In conclusion, the new normal service design strategy to enhance customer experience for luxury chain beach hotels in Andaman Coast of Thailand consists of reservation (hotel virtual reality), check-in (mobile check-in), in-house (frequently sanitize all areas, wear surgical facial masks, room service can provide meals, tables are set 1-meter apart, social distancing, optional meals served various ways, and optional types of breakfast), and check-out (mobile check-out). The findings show that the context in which touchpoints are embedded has changed as have the interactions between customers, staff, and servicescape. The new guest journey must be effectively mapped and analyzed in order to identify potential points of friction in the customer experience and thus improve customer experience design.

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