การวิเคราะห์ความคาดหวังและการรับรู้ของลูกค้าในด้านความเชื่อมั่นไว้วางใจ (assurance) ของธุรกิจโรงแรมยุคใหม่ (AN ANALYSIS OF CUSTOMER EXPECTATIONS AND PERCEPTIONS TOWARDS HOTEL SERVICE QUALITY IN REGARD TO ASSURANCE DIMENSION)

During COVID-19, there were a number of studies examining the factors contributing to customer confidence regarding hotel’s new normal services. However, there was a scarcity of research to integrate and update them into hotel’s assurance dimension. This study, therefore, had the objectives to 1) to find out if there was any cluster associated with hotel assurance based on customer perceptions and 2) to examine customer expectations and perceptions of hotel assurance based on the current situation. Data were collected from 384 hotel customers through a purposive sampling. Factor analysis and t test were used to analyze the data. According to the finding, two factors were identified: 1) employee knowledge, courtesy and hotel security and 2) health and hygiene attributes. The first factor was regarded as a common attribute of hotel assurance while the second factor may be regarded as the new attribute of hotel assurance. Meanwhile, it was found that there were some differences of customer expectations and perceptions of hotel’s assurance attributes in regard to contactless services and provision of hand sanitizers. The findings were expected to help hotel practitioners to appropriately measure and understand what can assure customers when staying in hotels in the current situation to gain competitive advantage of hotel service quality.

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