However, many researchers have argued about the limitations of the SERVQUAL scale. For example, Carman (1990) argued that the five dimensions should be specific to each sector and should not be general (Carman, 1990). Moreover, Fan Chan (2008) also pointed out that the five dimensions of SERVQUAL cannot fully evaluate the hotel's service quality and should be integrated with other dimensions (Chen, 2008). This is consistent with Rooma Roshnee Ramsaran-Fowdar's (2007) finding that core hotel service was not represented in SERVQUAL and therefore the five dimensions cannot fully assess hotel service quality. hotel industry (Ramsaran-Fowdar, 2007).Ramsaran-Fowder (2007) added several dimensions, such as basic benefits (feeling of comfort, relaxation and welcome, entertainment and food quality) and hotel technology , which can be important and suitable for the hotel services sector. However, many studies show that the SERVQUAL model can measure service quality. In the research of Lewis and Mitchell (1990), they explained that this tool currently has the highest reliability for measuring service quality. Corresponding to the research carried out by Nyeck, Morales, Ladhari and Pons (2002), they claim that SERVQUAL is perfect for understanding and measuring service quality (Nyeck et al., 2002).2.1 Definition of consumer behaviorIn the study of behavior of consumer behavior, the first thing we need to understand is the meaning of consumer behavior. So we can see the overall content, which forms the basis for further study. Many definitions have been given. They can be briefly summarized as follows. The Royal Institute Dictionary (1982, page 580) defines behavior as action or activity expressed by muscle...... middle of paper ......llip Kotler, 2004, pages 268-269) The marketing man must inform the consumers about the product, such as the features of the product which are different from the competitors and the promotion. In addition, communication must be issued to emphasize the impression of the brand on consumers. Beliefs and attitudes: People acquire beliefs and attitudes through action and learning. These elements influence their purchasing behavior. Belief is the detail of the idea that people adhere to something, for example believing in ghosts. Attitude is a feeling, an emotion and an evolution of people's preferences that have been around for a long time. Furthermore, the expression tends towards a certain habit or thought. (Phillip Kotler, 2004, pages 269-270) The marketer must adjust his product according to the attitude of the target consumers. It must make consumers believe that its product is superior to that of competitors.