The customers perceived all 5 SERVQUAL dimensions; tangibles, reliability, assurance, responstiveness, and empathy, pertaining service quality performance at low level when compared with their expectation. Thailand Resor AB should fulfill these 5 gaps and pay attention at assurance dimension concerning conveying trust and confidence because of the highest gap. The dimension of tangibles (equipment, physical facilities, etc.), empathy (ability to see through the customer’s eyes), responstiveness (willingness to help and provide prompt service), and reliability (doing what company have promised) were adjusted consequencely. The respondents highlighted the following key quality factors of their expectations; be treated with respect, be listened to and be dedicated attention, more friendly staffs, get the accoracy information. Some respondent have fuzzy expectations that he company have to further discover the real expectations by providing gauidance to their staffs to encourage them to ask questions.