ANALYZING THE DOMINANT FACTORS THAT CONTRIBUTE TO CUSTOMER’S SATISFACTION IN BUFFET CONCEPT RESTAURANTS IN JAKARTA

Abstract

In ancient time, people eat for survival. As time goes by, the eating habit has shifted and taste has become more important for the customer. This research is about finding the factors that have a big role in customer’s satisfaction derived off of 4A of marketing mix to get the perception from customer’s point of view so that even though the customer’s eating habit shifted to another level, in running a restaurant the management can see what actually those customers looking for. As such, any factor that influence customer satisfaction ought to be useful in guiding restaurant management to design and deliver the right offering. Factor Analysis was conducted to generate result. Research study finding shows that nowadays, people eat not only with their mouth but also with their eyes. The display of the food has become the most dominant factor that contributes in customer satisfaction, followed by discount and the service of the people. Therefore, it is crucial of restaurants with buffet concept not to ignore the fact that it is not just the taste and amount but also the appearance, discount and the service of the restaurant’s staff that make the customer willing to come again.