Multiattribute Dimensions of Service Quality in the All-You-Can-Eat Buffet Restaurant Industry

Abstract

As the buffet restaurant industry grows in popularity in the Western industrialized world, it has also become increasingly competitive. In such an environment, marketers are understandably concerned about how to maintain or increase market share through better service quality and effective segmentation strategies. This article reports a two-phase study conducted to determine the dimensions of service quality in the all-you-can-eat buffet restaurant industry from the consumer's perspective. Factor analysis revealed twelve distinct dimensions made up of 87 different attributes. The 12 dimensions were able to discriminate among three groups of buffet restaurant patrons, namely: the (a) frequent, (b) less frequent, and (c) more frequent patrons. Managerial implications of these findings for market segmentation, targeting, and promotional strategies are discussed.