Paper Title
Service Quality of Hotels In Udon Thani�s Town, Thailand

Abstract
The objectives of the study of Service Quality of Hotels in Udon Thani�s Town, Thailand were 1) to study SERVQUAL of hotels in Udon Thani�s Town, Thailand in 5 factors which were tangibles, reliability, assurance, responsiveness and empathy and 2) to study the comparison between customers� expectation and customers� satisfaction. The samples were Thais, domestic tourists who received service from hotels in Udon Thani�s Town by using the stratified random sampling of 400 samples. The research method was questionnaires and hypothesis testing statistics or t-test to make a comparison analysis between services from customers� expectation and level of satisfaction from customers� perception. The result revealed that the respondents expected tangibles at a highest level; empathy, responsiveness at a high level. The respondents satisfied tangibles and empathy at a highest level; responsiveness and assurance were at a high level. Keywords- Service Quality, expectation, satisfaction