Casual Eating Restaurants: the Service Provider Attentiveness Towards Customer Satisfaction Research Newspaper


Wan Fatimah Wan Mohd Nowalid¹

Noorazlin Ramli²

¹Tourism and Hospitality Department, Politeknik Sultan Idris Shah, Sg. Lang, 45100 Sg. Air flow Tawar, Selangor. [email protected] edu. my

²Faculty of Motel and Travel and leisure Management, Universiti Teknologi MARA (UiTM) Terengganu, 23200 Dungun, Malaysia. [email protected] uitm. edu. my


This analyze was designed to examine to what degree does provider attentiveness is importance towards customer satisfaction. Through personally administered questionnaires, an important of data was gathered. This research study was carried out in Kuala Lumpur and Selangor. With regard to the spot of the study, five amounts of casual dining has been picked in order to accumulate relevant information. Thus, 44 customers coming from each restaurant were supposed to be surveyed and this will come to a total of 220 respondents thus would give reliable and meaningful effects. A series of examines looking at frequencies and suggest scores figures was undertaken. Results revealed that customers of each and every restaurant are satisfied with the overall quality of service delivery, service provider attitude, personnel health and cafe environment. In spite of these, one of the most outstanding effect obtained is related to service delivery. In addition , the results says if the service agency attentiveness increased this firmly influenced a customer satisfaction and their attention to repeat patronization. This scenario highlights several important factors which should be served on simply by most of the everyday dining eating places operators to better understand buyer needs.

Keywords: service provider attentiveness; customer satisfaction; casual dining restaurants; service delivery; repeat patronization.


As stated by Muller and Timber (1994), the casual cusine restaurant industry started gaining the 1970s and eighties when particular concepts merged a wider menu charm with bigger pricing strategies than the family dining concepts and speedy service restaurant. Generally, informal dining is actually a restaurant that serves modest price of food in a casual ambiance. It contains a market portion between fast food establishments and fine eating restaurants (Yap and Kew, 2009). In Malaysia, casual dining is growing in recognition. As verified by trade sources, buyers prefer to become served rather than being asked to take an order to the counter themselves. Nando's, such as has undergone a revamp to make this a contemporary everyday dine-in idea and will serve customers whenever they want to dine in. The eat-in and takeaway expenditure divided was 98% and 2%, respectively. The greater percentage pertaining to eat-in is largely due to the many consumers visiting FSR not only to enjoy their very own meals, although also to relish the ambience and assistance (Euro Screen, 2011). Because of the strong advancement the informal dining cafe around the globe, Yap and Kew (2009) asserted that, the caliber of the foods and services rendered to the clients were constructs popularly concentrated among the analysts. The features of food and solutions have long been named crucial elements for success and survival in today's restaurant organization market. Particularly the quality of food and fulfillment concepts have already been linked to customer behavioral motives, like purchase and dedication intention and willingness to spread word of mouth marketing (Ryu, T. et 's., 2012). In Malaysia, the restaurant market is going through a remarkable transformation and experiencing increased competition. Casual dining restaurant is an important but often neglected area of study (Yap and Kew, 2009). The fact is that restaurant business is regarded as a minimal credence service and the top quality of the solutions and foodstuff are difficult to prove till customers patronize the restaurant. It is worth to highlight that the quality in the service and food that...

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