The factors that influence customer satisfaction towards restaurants in Malaysia
List of Authors
  • Fauziah Deraman , Nur Ain Ayuni Amat Sujangi

Keyword
  • customer satisfaction, service quality, price, restaurant environment

Abstract
  • Restaurants have been having rapid growth since the year 1765 until today. Due to the modern era, the restaurant is improving its system, facilities, and technologies regarding the passage of time. The demand for restaurants is increasing year by year because people nowadays are focusing on their careers and do not have/lack time to cook for their family at home. Furthermore, the increasing demand from customers encourages more people to have restaurants that serve a variety of food to follow the trend. Despite the rapid growth of the restaurant business, the restaurants in the existing market face challenges when the market is already saturated and the new competitors in the food industry expand more and more. To have healthy competition, restaurateurs need to have a strategy on how to make the customers satisfied with their products and services which can attract people to come and revisit their restaurants in the future. Therefore, the objective of this study is to identify the factors that influence customer satisfaction towards restaurants in Malaysia and to identify the most influential factor that leads to customer satisfaction. The secondary data method used in this study where the data collected from previous studies, websites, and articles. The results show that three factors lead to customer satisfaction which are service quality, price, and restaurant environment. Among these three factors, service quality is the most influential factor in customer satisfaction. Customer satisfaction is very important to a restaurant/business and it can lead to increasing the number of customers to the restaurant and increase the sales. The results of this study can help marketers or strategy planners formulate or develop an appropriate strategy that can outdo the competitors.

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