Factor that influence customer satisfaction towards restaurants in Malaysia / Nur Ain Ayuni Amat Sujangi and Syazwina Salim @ Anam

Restaurants have been having rapid growth since the year of 1765 until today. Due to the modem era, restaurant is improving their system, facilities, and technologies regarding the passage of time. The demand for restaurant is increase year by year because of people nowadays are focusing on their career and do not have/lack of time to cook for their family at home. Furthermore, the increasing demand from the customer encourages more people to having their own restaurant that served variety of food follow the trend. Despite the rapid growth of the restaurant business, the restaurants in the existing market facing challenges when the market already saturated and the new competitors in food industry expand more and more. In order to have a healthy competition, the restaurateurs need to have strategy on how to make the customers satisfied with their product and services than can attract people to come and revisit their restaurants in future. Therefore, the objective of this study is to identify the factors that influence customer satisfactions towards restaurants in Malaysia and to determine the most influenced factor that led to customer’s satisfaction. The secondary data method used in this study where the data was collected from previous study, websites, and articles. The results show that there are three factors that lead to customer satisfaction which are service quality, price, and restaurant environment. Among these three factors, service quality is the most influenced factor towards customer satisfaction. Customer satisfaction is very important to a restaurant/business where it can lead to increasing the number of customers to the restaurant and increase the sales. The results of this study can help marketers or strategy planners to formulate or develop an appropriate strategy that is able to outdo the competitors.