Restaurant Service Delivery and Customer Patronization

In today's sophisticated environment demand by restaurant customers for the highest levels of efficiency, quality, flexibility and dependability in the service delivery system has increased tremendously. Many restaurant businesses recognize that attaining customer satisfaction through efficient service delivery is a key to their business survival and they are well aware that having a loyal base of satisfied customers increases sales, reduces costs and builds market shares. 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) were specifically investigated. With a significant amount of data gathered through personally administered questionnaires and series of analyses, valuable information and useful insights that associates the service delivery with the restaurant customers' propensity or predictors were obtained.

Autorentext

ZULHAN OTHMAN and MOHD SALEHUDDIN MOHD ZAHARI are lecturers at Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Shah Alam, Selangor, Malaysia. Both have published several books and papers locally and internationally and active in undertaking research and supervising post graduate students.