Customer’s Preference Among Four Types Of Restaurant / Nurul Aina Syahirah Mazlan

Mazlan, Nurul Aina Syahirah (2015) Customer’s Preference Among Four Types Of Restaurant / Nurul Aina Syahirah Mazlan. Student Project. Faculty of Business and Management, Dungun, Terengganu. (Unpublished)

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Abstract

Purpose-This undergraduate project aims to identify the most preferred type of restaurant in Dungun and to investigate the factors affecting the choice of restaurant in Dungun. Design/methodology/approach- The researcher collected 101 questionnaires from respondents who live in Dungun and analyzed by using frequency table and crosstab table. Findings- The results showed that most people preferred family restaurant as their preferred restaurants. Several factors were being analyzed and it was found that price saving, convenience, food assortment, food quality and perceived service quality had being the main concern. Practical implications- The results of this study suggested that more time are given for future research so that the researcher can seek for advice from experts. Originality/value- This study examined the type of restaurant that is most preferred by Dungun residents and what factors are influencing the choice of restaurant.

Item Type: Monograph (Student Project)
Creators:
CreatorsID Num.
Mazlan, Nurul Aina SyahirahUNSPECIFIED
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > Food industry and trade. Halal food industry. Certification
H Social Sciences > HD Industries. Land use. Labor > Service industries
Divisions: Universiti Teknologi MARA, Terengganu > Dungun Campus > Faculty of Business and Management_T
Item ID: 22331
Uncontrolled Keywords: fine dining; family restaurant; quick-service restaurant, casual restaurant; price saving; ambiance;food assortment and quality; perceived service quality
Last Modified: 18 Dec 2018 07:53
Depositing User: Perpustakaan Cendekiawan UiTM Cawangan Terengganu
URI: http://ir.uitm.edu.my/id/eprint/22331

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