A Study On The Management Of Buffet Breakfast Service Quality In High-star Rated Hotels

Improving the operability of the accreditation of the service quality of star rated hotels is one of the most important requests by the most updated version of 《The classification and accreditation of star rated tour hotels》. Service quality, which is an eternal topic of hotels’ theoretical and practical study, is paid with more attention now about the specification and standard. However, based on the studies till now, the study of the service quality of hotels’ buffet breakfast is still in the basic stage, and is lack of deep study. Meanwhile, from the practical perspective, it’s vital to know more about what the guests care most about and how to improve the efficiency. Based on this, the service quality of hotels’ buffet breakfast is studied in this paper, using the method of combining the theoretical knowledge and practical research and choosing the high-star rated hotels as the study object.Firstly, based on the integrated literature reviews of service quality, service quality in the hotel and F&B industries, customer satisfaction and customer loyalty, the logical proofs and loopholes are found. Secondly, based on the interview survey and network text analysis, the DINESERV Indices are modified and the conceptual framework, research hypotheses and the basic evaluation system of hotels’ buffet breakfast service quality are constructed. Based on these, the questionnaire is derived. Thirdly, the factor structure of hotels’ buffet breakfast service quality is extracted and thus the evaluation system is settled through market survey and exploratory factor analysis. The research model is revised based on factor analysis. Then, the factor structure of hotels’ buffet breakfast service quality is verified by confirmatory factor analysis and the relationship among variables is discussed. The final research model is established and hypotheses are verified. Fourthly, the empirical analysis on customer perception and hotel performance in terms of hotels’buffet breakfast service quality is conducted via IPA analysis.Four main points can be concluded from the study:(1) The variable hotels’ buffet breakfast service quality can be explained by three factors including food quality, atmosphere quality and service quality with21Indices, according to which the evaluation system of hotels’ buffet breakfast service quality is established.(2) There is a big gap between hotels’ buffet breakfast service quality that customers care and the current situation presented in high-star rated hotels, which then causes unsatisfactory performance.(3) The hotels’buffet breakfast service quality has a positive impact on customer satisfaction and the customer satisfaction has a significant positive impact on customer loyalty.(4)Different customer backgrounds result in the variance of customer perception, which is characterized by individuation and differentiation. Based on these findings and conclusions, tail-made strategies are proposed from three aspects:(1) Keep pace with the new trends in terms of food quality;(2)Create comfortable and relaxed atmosphere for customers;(3Improve the service attitude and efficiency to leave customer a nice and friendly impression.This research creatively establishes the evaluation system of hotels’buffet breakfast service quality based on the modification of the DINESERV model, analyzes the difference between customer perception on the importance of factors and hotels’performance, verifies the relationship among hotels’buffet breakfast service quality, customer satisfaction and customer loyalty, and finally proposes corresponding strategies and advice to hotel managers. The achievements, though insufficient in depth and width, still provide valuable reference for management practice in high-star rated hotels.