Service delivery system and customer patronization : a comparison of ethnic restaurants in Shah Alam / Zulhan Othman

In today's sophisticated environment demand by restaurant customers for the highest
levels of efficiency, quality, flexibility and dependability in the service delivery system
has increased tremendously. Many restaurant businesses recognize that attaining
customer satisfaction through efficient service delivery is a key to their business survival
and they are well aware that having a loyal base of satisfied customers increases sales,
reduces costs and builds market shares. This study examines to what extent the service
delivery system influences customers' patronization. It also examines the customers'
perceptions, through their dining experiences, of the service delivery systems in two
types of ethnic restaurants (Mamak and Malay restaurants) in the city of Shah Alam, as
well as their intention of re-patronization. Sample populations for this study were from
restaurant customers who had experienced dining at Malay and Mamak restaurants.
Respondents were randomly chosen at three popular supermarkets in Shah Alam city,
Giant, Tesco and Macro and three shopping complexes, SACC Mall, Plaza Alam Central
Mall and PKNS complex. Through personally administered questionnaires a significant
amount of data was gathered. A series of analyses looking at frequencies, mean scores,
standard deviation through descriptive and parametric statistics was undertaken.
Overall, some useful insights or predictors were obtained. Results revealed that as well
as food elements (taste, variety and quality of food), service attributes such as efficient
and fast service were also found to be important in influencing customers to dine. In
fact, other service delivery components such as operating environment (concept, layout,
pleasant ambience and conducive dining environments, hygiene and cleanliness as well
as entertainment) and human elements (friends and word of mouth) also moderate their
patronization. In comparing customer views of the service delivery system (food,
service, operating and human) and intention of re- patronization in Malay and Mamak
restaurants some significant differences appeared in respondents' evaluation.
Respondents professed that Malay restaurants offered more variety and versatility and
displayed better presentation of food compared to Mamak restaurants: Nevertheless,
their view changed with regard to service and other dimensions. Respondents strongly
agreed that the majority of Mamak restaurants offered slightly better services and
provided more conducive operating elements and this influenced their intention to repeat
patronization. In addition, social influences also slightly moderated their intention to go
to a particular restaurant. In this case again, Mamak restaurants were preferred by most
of the respondents compared to Malay restaurants. The different perceptions especially
among the restaurant customers of service and operating environment attributes have
provided significant impact and implications especially for Malay restaurant operators.
Malay restaurants are perhaps least able to attract more customers at all periods and
consequently this probably will lead to an inability to increase their business prosperity
as opposed to Mamak restaurants. This scenario highlights several important points,
which should be acted on by most of the Malay restaurants operators to better
understand customer needs. Then they can be well positioned to take advantage of the
growing trends in eating habits of customers in Malaysia.