Customer perceptions towards the service quality : a case study of Oishi express buffet restaurant, Rattanathibet branch

Abstract

This independent study aims to investigate the customer perceptions towards the service quality of Oishi Express buffet restaurant by conducting a gap analysis to access the gap between customer expectations and perceptions. The survey research via questionnaire was used to collect the primary data. The target population of this research was customers who prior experience with Oishi Express Buffet Restaurant, Rattanathibet branch that was the location for studying in this research and the sample size for this study is 278. In this research, the five SERVQUAL dimensions – reliability, assurance, tangible, empathy, and responsiveness were used to measure customer expectations and perceptions on the service quality of the restaurant. From this study, the restaurant’s service performance failed to meet customer expectations in all five dimensions.