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.
