Understanding Hotel’ S Buffet Restaurant Assurance After Covid-19: A Case of Thailand
DOI:
https://doi.org/10.26668/businessreview/2023.v8i4.1988Keywords:
New Normal Services, Assurance Dimension, Hotel Buffet Restaurant, Service QualityAbstract
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).
Downloads
References
Al-Tit, A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23): 129-139. https://10.5539/ass.v11n23p129
Anastasia, N., Gunawan, K., & Rahardjo, J. (2022). Surviving the new-normal: A study on physical servicescape and visitor behavior in quick-service restaurants in Malls in Surabaya, Indonesia. Tourism and Hospitality Management, 28(3): 597-619. https://doi.org/10.20867/thm.28.3.7
Bonfanti, B., Vigolo, V., & Yfantidou, G. (2021). The impact of the Covid-19 pandemic on customer experience design: The hotel managers’ perspective. International Journal of Hospitality Management, 94: 1-11. https://doi.org/10.1016/j.ijhm.2021.102871
Boonkaew, S., Nui-Suk, C., Aujirapongpan, S., Nuanjan, N., Taojoo, T., & Jutidharabongse, J. (2023). New normal tourism behavior of free independent travelers in the COVID-19 pandemic. International Journal of Professional Business Review, 8(1), 1-17. https://doi.org/10.26668/businessreview/2023.v8i1.639
Hameed, N. Mahomed, R., & Carvalho, I. (2021). Measures to be implemented in the hotel buffets during the COVID-19 pandemic. Anatolia, 32(1): 172-175. https://doi.org/10.1080/13032917.2020.1851553
Hair, J., Anderson, R., Tatham, R., & Black, W. (2006). Multivariate Data Analysis, 6thedn, Prentice-Hall International, USA.
Jeong, M., Kim, K., Ma, F., & DiPietro, R. (2022). Key factors driving customers’ restaurant dining behavior during the COVID-19 pandemic. International Journal of Contemporary Hospitality Management, 34(2): 836-858. https://doi.org/10.1108/IJCHM-07-2021-0831
Kodir, A. (2018). Tourism and development: Land acquisition, achievement of investment and cultural change. GeoJournal of Tourism and Geosites, 21(1): 253-265
Marković, S., Raspor, S. and Šegarić, K. (2010). Does restaurant performance meet customers’ expectations? An assessment of restaurant service quality using a modified DINESERV approach. Tourism and Hospitality Management, 16(2): 181-195. https://hrcak.srce.hr/file/93311
Mary, S., Sharma, S., Malviya, B., Hamida. A., & Zala. D. (2023). Service quality towards retail stores on expected and perceived service quality. International Journal of Professional Business Review, 8(4), 1-17. https://doi.org/10.26668/businessreview/2023.v8i4.1243
Ngoc, K., & Uyen, T. (2015). Factors affecting guest perceived service quality, product quality, and satisfaction - A study of luxury restaurants in Ho Chi Minh City, Vietnam. Journal of Advanced Management Science, 3(4): 284-291.https://doi:10.12720/jpams.3.4.284-291
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service Quality. Journal of Retailing, 64(1): 12-40.
Planinc, S. & Kukanja, M. (2022). Restaurant Customers' Quality Expectations: A Pre- and Post-COVID-19 Pandemic. TOURISM, 70(2): 168 - 182. https://doi.org/10.37741/t.70.2.2
Sezgin, E. & Göde, M.O. (2017). Local survivor vs. global brand: Behavioural intention and brand loyalty tales of fast food restaurants. TOURISM, 65(4): 406 – 421https://hrcak.srce.hr/191567
Siddiqi, U.I., Akhtar, N., & Islam, T. (2022). Restaurant hygiene attributes and consumers’ fear of COVID-19: Does psychological distress matter? Journal of Retailing and Consumer Services, 67: 1-11. https://doi.org/10.1016/j.jretconser.2022.102972
Vera, R. (2019). Design of an indicators system for the evaluation of technological Innovation in the tourism destination of Puerto Lopez, Ecuador. GeoJournal of Tourism and Geosites, 25(2): 623-637
Wang, D. Yao, J., & Martin, B. (2021). The effects of crowdedness and safety measures on restaurant patronage choices and perceptions in the COVID-19 pandemic. International Journal of Hospitality Management, 95: 1-10. https://doi.org/10.1016/j.ijhm.2021.102910
Zandonadi, R.P., Botelho, R.B.A., Maynard, D.C., & Akutsu, R.D. (2021). Self-service restaurants in SARS-CoV-2 pandemic. Encyclopedia, 1: 401–408.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Aswin Sangpikul
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
