• Culinary science and hospitality research
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• v.21 no.4
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• pp.29-41
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• 2015

This study investigated effects of importance factors of hotel banquet buffet menus on customer satisfaction and loyalty. SPSS 18.0 was used to conduct various analyses, namely frequency, factor, reliability and regression. The findings are as follows. First, importance factors of hotel banquet buffet menu had a positive influence on customer satisfaction. Second, customer satisfaction with a hotel banquet menu had a positive influence on customer loyalty. Third, importance factors of hotel banquet buffet menu had a positive influence upon customer loyalty. Importance factors of the hotel banquet buffet menu should have customer satisfaction and loyalty. Findings also suggest that the effect of fresh food material upon health should be considered rather than buffet menu creativity and/or quantity to make use of the menu for various generations and to develop hotel banquet buffets.