Restaurant Service Delivery Attributes and Customer Patronization: Comparison of Two Malaysian Ethnics Restaurants

Abstract

This study examines the extent of restaurant service delivery attributes influences Malaysian customers’ patronization. Customers’ assessment, through their dining experiences of the service delivery attributes and intention of re-patronization in two types of ethnic restaurants (Indian Muslim and Malay restaurants) are also investigated. Besides quality of food, efficient and consistent of service are the major factors contribute to customers’ propensity of patronizing restaurants follows by the availability of snack food and opening hours. These elements are mostly met in the Indian Muslim restaurants compared to Malay restaurants. These differences have given significant impact and implications to Malay restaurant operators. Finding of this study also provides information for the potential restaurant operators that effective operation management techniques improved customer satisfaction thus lead to repeat patronization and attaining customer satisfaction through efficient service delivery is a key to survival in today’s sophisticated restaurant businesses.

Keywords : Service delivery, patronization, customer, restaurant, Indian Muslim, Malay.

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