A customer perception and satisfaction survey for a Chinese buffet

Abstract

This research aims to better understand customer need, and enable the “All-You-Can-Eat Chinese Buffet” operators to respond to customer’s desires. The research objectives were: 1. To determine a demographic profile of the selected Chinese buffet customers in the city in western Wisconsin. 2. To identify perceptions among customers toward the selected Chinese buffet. 3. To determine factors that influence repeat customers. The data for this research was collected through the use of a questionnaire which was conducted between January 20, 2003 and January 25, 2003. The sample size of 150 was set for the survey. Data was entered and analyzed through the Statistical Package for the Social Sciences (SPSS), with the exception of open-ended question. Basic descriptive statistics (Mean, Standard Deviations) and frequency distribution were computed for each variable. In this research, t-test analysis and F-ratio were also employed by the author. The outcome of the study revealed significant factors regarding the demographic nature of the target market as well as their perceived perceptions toward the selected Chinese buffet. The results of the study also showed that three factors, “Price/Value” (110 respondents, 24.9%), “Quality of food” (98 respondents, 22.2%), and “Variety of food selection” (78 respondents, 17.7%) were significantly related to the customer’s intention of coming back again. The study itself functions as a valuable managerial and operation development tool, affording operators the opportunity to improve their competitiveness and service quality.