The Role of Hotel-Restaurants’ Breakfast Buffets Multi-Attribute, towards Customer Satisfaction in Kuala Lumpur, Malaysia
List of Authors
Abdul Rais Abdul Rahman, Asma’ Ali, Aziz Yusof, Tay Huei Jing
Keyword
Hotel Buffet Restaurant; All-You-Can-Eat Buffet; AYCE; Customer Satisfaction
Abstract
All-you-can-eat (AYCE) buffet restaurant allows customers to pay a fixed price and serve themselves unlimited food from available options without any extra charge. There has been a significant rise in hotel restaurants offering buffet service, which is an essential element in hotel sector, further enhancing the hotel’s brand and local economy activities. However, rising food waste and the impact of post-pandemic demand-and-supply shocks have led to increasing operational costs and diminishing profit margins. The complexity of buffet itself, with lavish choices of dishes, unlimited portion size offerings, and infinite ways of sets up, only add to the challenges faced by operators in satisfying the diners’ needs and wants. Despite these facts, there have been a dearth of studies focusing on buffets in hotel setups, both in and outside of Malaysia. Hence, this study aims to examine the key multi-attributes associated with customer satisfaction. A survey was conducted among buffet diners at 5-star hotels in Kuala Lumpur, using convenience sampling involving around 200 online responses by adapting an established questionnaire, consisting of 5-point Likert scale. This study applied correlation and multiple regression analysis (MRA) with the latter’s analysis determining the most significant attribute on customer satisfaction. Results’ overall trend suggest there is a significant positive relationship between hotel-restaurants’ multi-attribute and customer satisfaction. The findings also suggest value has the strongest influence on customer satisfaction. In conclusion, this study will be beneficial to stakeholders namely hotel and restaurant operators, as well as government-linked policymakers on ways to effectively improve buffet operational attributes thus enhancing customer satisfaction