PRACTICES IN HANDLING CUSTOMER COMPLAINTS AT DADS WORLD BUFFET, SM MEGAMALL

Abstract

Restaurants play a crucial role in shaping customer experiences, and their success largely depends on the quality of service and customer satisfaction. Focusing on customer satisfaction is essential not only for increasing revenue but also for fostering customer loyalty. However, several factors can lead to customer complaints, which negatively impact a restaurant's reputation. These include issues related to food and beverage services, menu variety, cleanliness, price fairness, and overall service quality.  This study will explore the practices in handling customer complaints at DADS World Buffet, located in SM Megamall. The primary aim of this research is to identify the specific factors contributing to customer dissatisfaction and analyze how they influence customer behavior. By investigating the causes and effects of customer complaints, the study aims to uncover the relationship between complaint management practices and customer satisfaction. This study adopts a quantitative research design utilizing descriptive research methods to collect and analyze data. The focus is on understanding the practices and approaches in handling customer complaints at DADS World Buffet, SM Megamall.  The respondents of the study are the service staff at DADS World Buffet. The researchers selected thirty (30) employees based on a purposive sampling technique, ensuring that participants are directly involved in customer service and complaint resolution.  Data will be gathered through the use of a survey questionnaire designed to collect detailed insights into the practices, challenges, and strategies employed by staff members in addressing customer complaints. This method aims to provide a comprehensive overview of the complaint-handling process from the perspective of the employees. The majority of respondents are between 27 and 30 years old. In terms of gender, 60% are male, while 40% are female. Regarding their marital status, 83% of the respondents are single, and 17% are married.  The feedback collected from the respondents indicates that DADS World Buffet is generally well-regarded for several key factors. Customers appreciate the restaurant's commitment to food safety, the authenticity of dishes, fair pricing, and the high-quality service provided. The attention to detail in both food preparation and presentation also received positive recognition. Additionally, diners enjoy the traditional flavors and the welcoming atmosphere of the restaurant.  The study also reveals the benefits of customer complaints in identifying areas that need improvement. The most common complaints highlighted in the feedback include overcrowded seating and excessive noise levels, both of which could lead to customer dissatisfaction if not addressed swiftly.  In conclusion, the findings emphasize the importance of restaurants actively gathering and analyzing customer feedback. This process helps to address weaknesses and improve the overall dining experience, ensuring continued customer satisfaction. The research suggests that DADS World Buffet should treat customer complaints as an important tool for improvement. Acknowledging and addressing complaints can help identify weaknesses and provide opportunities for enhancing service quality and overall customer experience.  It is also recommended that staff remain calm and professional when engaging with customers. This approach allows for a better understanding of customer concerns and creates a more positive environment for resolving issues. Establishing clear and accessible methods for customers to voice their complaints will not only improve the customer experience but also contribute to greater customer loyalty and satisfaction.