Customer Expectations and Perceptions towards Assurance Dimension of Hotel Buffet Restaurants

Abstract

          This research article has the objectives to classify assurance dimension of hotel buffet restaurants and to examine customer expectations and perceptions towards assurance dimension of hotel buffet restaurants. This was the quantitative research. The samples were customers who had experience with hotel buffet restaurants. Questionnaires were employed to collect data from 384 participants through a convenience sampling method. Factor analysis and t-test were used to analyze the data. Two factors associated with hotel’s buffet restaurant assurance were identified: 1) employee courtesy, knowledge, and service confidence and 2) sanitary restaurant environment. Both factors were important to the assurance attributes of buffet restaurant services.In addition, there were some statistical differences between customer expectations and perceptions in some attributes regarding the physical distancing and availability of hand sanitizer, requiring attention and service improvement.