Understanding Hotel’ S Buffet Restaurant Assurance After Covid-19: A Case of Thailand

Abstract

Purpose: The aim of this study is to examine tourist expectations and perceptions of hotel’s buffet restaurant assurance to obtain an overall understanding of restaurant assurance after COVID-19 situation. Theoretical framework: The concept of SERVQUAL, particularly assurance dimension, is employed to examine tourist expectations and perceptions of hotel’s buffet restaurant assurance. The study expects to expand the literature in the area of service quality of restaurant assurance. Design/methodology/approach: The questionnaire survey is employed to collect data from 384 participants through a convenience sampling method. Factor analysis and t-test are used to analyse the data. Findings: The results indicate that there are two factors associated with hotel’s buffet restaurant assurance, and they are identified as: 1) employee courtesy, knowledge, and service confidence and 2) sanitary restaurant environment. Both factors are related to common and new assurance attributes of buffet restaurant services. Practical & Social implications: The stuyd has expanded the knowledge of hotel’s buffet restaurant assurance based on the current situation. Assurance is a key element of several models used to assess restaurant service quality. The current finding helps to update the literature as well as assists restaurant managers to thoroughly understand tourists’ trust and confidence when dining in hotel buffet restaurants. Originality: The value of the study is the identfication of the two factors associated with hotel’s buffet restaurant assurance. This is an initial study to integrate the new normal services into restaurant’s new assurance attributes by examining tourist expectations and perceptions of hotel’s buffet restaurant assurance based on the current situation (after COVID-19).