Bridging the Perception Gap between Management and Customers on DINESERV Attributes: The Korean All-You-Can-Eat Buffet

Abstract

Our study is based on the premise that there are differences between the key service attributes that restaurant managers prioritize and crucial DINESERV attributes that are important to customers’ perception of their experience at a restaurant. This paper investigated the perception gap between operators and customers on the service attributes of Korean all-you-can-eat buffet restaurants, and it suggests strategic alternatives to bridge this perception gap. To investigate this perception gap, we first used the analytic hierarchy process (AHP) to determine the priority ranking of the service attributes that restaurant managers employ for enhancing customer satisfaction. Second, we used the importance-performance analysis (IPA) methodology to reveal the importance that customers place on individual restaurant service attributes and how they affect customer satisfaction. Finally, this paper integrated AHP and IPA to scrutinize the perception gap between managers’ prioritization and customers’ view of the importance of DINESERV attributes. The theoretical contribution of this study is the proposed integrated AHP-IPA model that combines the manager and customer perspectives. This model differentiates our study from previous studies that analyzed operator prioritizations and customer perceptions separately. Furthermore, we offer strategic alternatives for managing service attributes that are suitable for multiple types of buffet restaurants, including hotel, specific, and casual buffet restaurant types that are categorized by the food served and service procedures employed.