Dimension of customer preference in the Malaysian foodservice industry:the relationship with customer satisfaction and loyalty / Abang Zainoren Abang Abdulrahman

Today’s foodservice industry management must place a high priority on understanding the growing markets, as a result of rapid urbanization and rising numbers of tourists. This fast growing industry has a huge influence on the global economy, however it is greatly affected by customers’ ever-changing preferences. It is essential for managers to gain and sustain strategic advantage in the highly competitive industry due to the low entrant barrier. However to be competitive in this industry requires a local customer preference assessment. Most studies in this area are from outside Malaysia, subsequently they might not be appropriate for any strategy development that will improve customer satisfaction and loyalty in the Malaysian setting.