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The purpose of this study is to identify the impact of customer participation of buffet restaurants on service quality and relationship continuity intention. The data were collected from customers of buffet restaurants living in Seoul and Gyenggi-do. A total of 280 questionnaires were collected out of 300 and 229 were analysed by SPSS 16.0 and AMOS 5.0 software packages and factor analysis, correlation analysis and structural equation model were performed to test hypotheses. The results showed that 4 factors, activity efforts, compliance efforts, communication efforts, and sympathy efforts were verified as a customer participation and 4 factors, tangibility, assurance, empathy and reliability were verified as service quality. Activity efforts and communication efforts were not related to tangibility and reliability. Also, communication efforts were negatively related to empathy and assurance. Limitations and future research directions were also discussed.



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Buffet Restaurants, Customer Participation, Relationship Continuity Intention