Factors Perceived by Customers in Choosing Restaurant

• Main Author: Norazilawati, Abdul Razak
• Format: Thesis
• Language: English; English
• Published: 2011
• Subjects: HF5001-6182 Business
• Online Access: https://etd.uum.edu.my/2853/1/NORAZILAWATI_ABDUL_RAZAK.pdf; https://etd.uum.edu.my/2853/2/1.NORAZILAWATI_ABDUL_RAZAK.pdf; https://etd.uum.edu.my/2853/

This paper examines the factors perceived which influence customers’ decision in choosing suitable restaurant for their meals. Since the restaurant sector is one of the fastest growing sectors, it is a paramount important to investigate the customers’ perception on restaurant service quality. Sampling used in this study is a simple random sampling on 100 customers of restaurants in Perlis, Malaysia. The survey reported in this paper on customers of restaurant has gathered the perception of quality according to a Likert scale from one to five. The research found that the four elements of restaurant service quality have a strong relationship with the customers’ decision and selection of restaurant. Good quality of food is rated the most important factor to be perceived followed by quality of service, place / physical of restaurant and cost of meals.