Factors Influencing Customer Expectations of Service Quality in a Barbeque Buffet Restaurant: Customer Intention of Using the Service During the New Normal

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Sukanya Wareebor
Chompoonut Suttikun
Patcharaporn Mahasuweerachai


         This study aims to explore factors influencing customer expectations of service quality that affect customer intentions to go to a barbeque buffet restaurant during the New Normal. This research examined six key factors of customers’ purchasing intention including (1) reliability, (2) responsiveness, (3) assurance, (4) empathy, (5) tangible, and (6) Covid-19 prevention. Researchers gathered the data by using a survey questionnaire from 400 participants who went to a barbeque buffet restaurant in a mall during the Covid-19 pandemic. The convenience sampling method was applied to collect the data, and it was interpreted by using descriptive and inferential statistics.

        The findings of this study based on the multiple regression analysis indicated that responsiveness was significant. Employees’ responsiveness affected customers’ intention to visit a barbeque buffet restaurant at the mall during the New Normal. However, the results showed that other factors did not have an effect on customer intentions. The results of this study can benefit both academic and practical fields. First, restaurant operators could use the results of this study to improve their service quality to meet customer expectations during the Covid-19 pandemic. Second, the restaurant entrepreneurs could plan to improve employees’ responsiveness to provide service efficiently. It would help the entrepreneurs to strengthen their service quality and attract more customers to visit a restaurant.


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Wareebor, S. ., Suttikun, C., & Mahasuweerachai, P. (2022). Factors Influencing Customer Expectations of Service Quality in a Barbeque Buffet Restaurant: Customer Intention of Using the Service During the New Normal. KKBS Journal of Business Administration and Accountancy, 6(2), 81–96. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/249952
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