The Influence of SERVQUAL on Behavioral Intentions of Thai Tourists Travelling in the Thai-Myanmar Border Area

Abstract

The purpose of this research was to study the influence of SERVQUAL in terms of business image and tourist satisfaction, complaints, and behavioral intentions on Thai tourists in the Thai-Myanmar border area. In 500 representative samples, the findings indicated that the majority of respondents were females, aged 20-40 years old, with a bachelor degree. Their occupations were corporate employees, earning an average income of 10,000-20,000 Thai Baht per month. Regarding the effects of SERVQUAL on the building up of the business image and tourist satisfaction, the analysis showed that a good SERVQUAL could effectively increase the behavioral intentions. Conversely, tourists often complained about the less-qualified service received. Notably, rapid ploblem solving regarding the tourists’ complaints could increase their behavioral intentions as well. Based on the results, a tourism entrepreneur will benefit more by adoping the research findings to improve his or her service quality, especially in terms of tangible services and the empathy to extend the tourists’ behavioral intentions and to meet the tourists’ needs, not only in the Thai-Myanmar border area, but also in other areas in the near future. Keywords: Behavioral Intentions, Business Image, SERVQUAL, Thai-Myanmar Border Area, Tourist Satisfaction To cite this document: Kanthachai, Nongnout, "The Influence of SERVQUAL on Behavioral Intentions of Thai Tourists Travelling in the Thai-Myanmar Border Area", Contemporary Management Research, Vol.11, No.3, pp. 277-290, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.13847