Customer Expectation and Perception of the Service Quality of Dessert Café in Pathumwan District Bangkok

Article Sidebar

pdf
Published: Apr 11, 2020
Keywords:
Service Quality, Customer’s Expectation, Perception

Main Article Content

Pornnapa Thanapotivirat
Lecturer of Hotel Management, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi
Wachiravit Homboonyong
Lecturer of Culinary Arts and Kitchen Management, Faculty of Hospitality Industry, Dusit Thani College
Aucharaporn Amornsittinon
Lecturer of Hotel and Resort Management, Faculty of Hospitality Industry, Dusit Thani College
Rattanawadee Patcharapuwadol
Lecturer of Hotel and Resort Management, Faculty of Hospitality Industry, Dusit Thani College
Nissara Hamloha
Doctor of Hotel & Tourism Management Student, The Hong Kong Polytechnic University, Hong Kong

Abstract

The aim of this study is to focus on the level of customers’ expectation and perception of the service quality of a dessert cafe in Pathumwan District, Bangkok. The evaluation for service satisfaction is also investigated in this paper using quantitative research that consists of accidental sampling of 385 customers for the dessert cafe in Pathumwan District. Hypothesis testing is done by comparing the expectations and perceptions for service quality from customers who gained the services of the dessert café. The data analysis of service satisfaction assessments also investigate to find gaps of service quality between perception (P) and expectations (E) calculated by using formula (P-E). The findings show the expectations and perceptions of service quality in the desserts cafe in every aspect, where it was found that the value of P was less by 0.05, which means significantly different at the level of 0.05 from E and that the satisfaction for service quality between perceived (P) and expectations (E) overall, is less than satisfactory.

Article Details

How to Cite
Thanapotivirat, P. ., Homboonyong, W. . ., Amornsittinon, A. . ., Patcharapuwadol, R. . ., & Hamloha, N. . . (2020). Customer Expectation and Perception of the Service Quality of Dessert Café in Pathumwan District Bangkok. Dusit Thani College Journal, 13(2), 214–229. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241068
Issue
Vol. 13 No. 2 (2019): Dusit Thani College Journal Vol.13 No.2 May - August 2019
Section
Research Article

Article Screening Policy

  1. All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
  2. All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
  3. The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
  4. Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.

References

1. Intakul, Nukul. Aunjit, Chuklin. Phuwipadawan, Somsak. (2016). Driving Process for Restaurantsin Chiang Rai Province in Attaining Thailand Restaurant Quality Standard. School of Social Science, Chiang Rai Rajabhat University. 8, 47-67.
2. Phananusorm, Sariya. Assarut, Nuttapol. (2011). Service quality expectation in the Thai restaurant in Japan. Chulalongkorn Business Review. 33(127), 97-118.
3. Pongsakornvasu, Tawish and Agmapisarn, Charoenchai. (2017). A Study of Boutique Coffee Shop Service Marketing Strategies: A Case Study 0f Downtown Area in Chiang Mai. Panyapiwat Journal, 9(3), 107 – 119.
4. Pungpho, Krissamaporn . Wanarat, Sawat. (2010). Factors Affecting the Expectation of Service Quality in Service Sectors. Parichart Thaksin University Jounal, 23(2), 121-131.
5. Sroysing, Kunlaya. (2016). Customers’ Expectations and Perception Towards Satisfaction of Hotels’ Service Quality in Pattaya City, Chonburi Province. Dusit Thani College Journal, 10(1), 216-238.
6. Survey of sweet bar and management. (2019). Retrieve 3 January 2019. from https://www.foodstory.co/blog/sweetbar
7. Thaweepanyayot , Napasorn. (2014). Factors affecting the consumption of dessert cafe in Bangkok and its vicinity. Independent Study, MBA. Thammasart University.
8. Yambunjong, Premruetai. Nitayanont, Puangpetch . and Ratasuk, Akaraphun. (2017). Current Situation and Guidelines for Thai Restaurant Business Operation in Cambodia. Panyapiwat Journal, Vol.9 Special Issue July 2017, 147 – 156.