Factors affecting customer satisfaction in restaurant industry / Noor Syamimi Asri

The purpose of this study is to investigate, compare and evaluate the determinants of Customer Satisfaction in Restaurant Industry. The variables used to measure customer satisfaction in restaurant industry were Food quality, Service quality, Physical Environment Quality and Hygiene and Cleanliness. Research framework was adapted from Parasuraman et al (1988). This research is quantitative in nature and random sampling technique has been used for data collection through a questionnaire survey (Google Form) with a total of 153 respondents. Only Physical Environment Quality and Hygiene and Cleanliness were found to be significant variables. This finding shows that customers are very strict in terms of restaurant environment and hygiene to make them comfortable and satisfied when dining out at the restaurant. Future studies can try to study other demographic area, other age groups or restaurants’ perception towards customer satisfaction, as in how they try to improve their quality to achieve customer satisfaction.