Factors that contribute to the customer willingness to dine in at Deco Cafe / Nur Athiqah Omar

This study examined the relationship between the factors that contribute to the customer willingness to dine in at Deco Cafe. This research involved 100 respondents that consisted of customers that dine in at Deco Cafe at both outlets which are Bandar Baru Mergong and Aman Central, Alor Setar. Basically, this research was mainly to determine whether the factors; food quality, service quality and ambience influence the customer willingness to dine in at Deco Cafe. This is because, nowadays the increasing numbers of cafe and restaurant in Alor Setar makes Deco Cafe faced difficulty to gain customer willingness to dine in at Deco Cafe plus, Deco Cafe is a Cafe that provides a premium price to its customers due to the very high quality of food they prepares and the dining area that provided a comfortable facility to their customers. Thus, these situations sometimes makes customer unwilling to dine in here because they have another choices of restaurants that they can choose. Therefore, a study was conducted at both Deco Cafe Bandar Baru Mergong and Aman Central to determine what factors that can contribute to the customer willingness to dine at Deco Cafe. The data and information regarding the variables were collected and gained using a questionnaire that was distributed to customers that dine in at Deco Cafe by using proportionate stratified sampling as well as being analyzed using Statistical Package Social Sciences (SPSS). This research basically proved that there are relationships between the factors; food quality, service quality and ambience with the customer willingness to dine in at Deco Cafe and manage to identify the research objective. Besides, some of the recommendations were suggested so that it can be helpful to the organization to increase their performances and able to attract more customers to dine in there.