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The meaning of assurance is rather ambiguous in regard to what inspires customer trust during service delivery. Consequently, this research employs a qualitative exploratory study to examine the assurance dimension of SERVQUAL to acquire a better understanding of it and its role in hotels. There are three main findings: First, hotel assurance can be identified in the major service areas of the hotel. Second, assurance can be conceptualized in four key categories: food &amp; beverage assurance, staff assurance, physical assurance, and process assurance. Third, perceived hygiene during the COVID-19 pandemic is integrated into the assurance dimension. The findings advance knowledge on the assurance dimension for hotels and conceptualize it in the current situation. The theoretical and practical implications are also presented.

Acquiring an in-depth understanding of assurance as a dimension of the SERVQUAL model in regard to the hotel industry in Thailand