earticle

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This study empirically analyzed the influence of hotel buffet restaurant employees’ customer orientation on customer satisfaction and customer loyalty and the influence of customer satisfaction on customer loyalty based on the existing precedent studies in the customer service of employees in hotel buffet restaurants. The result of this study showed that customer orientation (service empathy) had statistically significant positive (+) influences on customer satisfaction and customer loyalty. And, it showed that customer satisfaction had statistically significant positive (+) influences on customer loyalty. On the other hand, it showed that customer orientation (service competence) of hotel buffet restaurants had positive (+) influences on customer satisfaction and customer loyalty, but there was no statistically significance in both relations. Therefore, it is necessary to suggest programs for improving customer orientation in hotel buffet restaurants, the food service industry, food industry departments, and to prepare a strategy for strengthening service empathy with customers for promoting customer satisfaction.