International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Restaurant Service Delivery Attributes and Customer Patronization: Comparison of Two Malaysian Ethnics Restaurants.


Affiliations
1 Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia
     

   Subscribe/Renew Journal


This study examines the extent of restaurant service delivery attributes influences Malaysian customers' patronization. Customers' assessment, through their dining experiences of the service delivery attributes and intention of re-patronization in two types of ethnic restaurants (Indian Muslim and Malay restaurants) are also investigated. Besides quality of food, efficient and consistent of service are the major factors contribute to customers' propensity of patronizing restaurants follows by the availability of snack food and opening hours. These elements are mostly met in the Indian Muslim restaurants compared to Malay restaurants. These differences have given significant impact and implications to Malay restaurant operators. Finding of this study also provides information for the potential restaurant operators that effective operation management techniques improved customer satisfaction thus lead to repeat patronization and attaining customer satisfaction through efficient service delivery is a key to survival in today's sophisticated restaurant businesses.

Keywords

Service Delivery, Patronization, Customer, Restaurant, Indian Muslim, Malay
Subscription Login to verify subscription
User
Notifications
Font Size


  • Alina, S. R., and Roslina, A. (2003). Factors influencing customers patronizing Indian Muslim restaurant. Proceeding of the 2003 Tourism Educators of Malaysia Conference.

  • Bailey, R., & Tian, R. G. (2002). Cultural understanding and consumer behavior: a case study of Southern American perception of Indian food. Journal of American Academy of Business Cambrige, 2,(1), 58-65.

  • Bolton, R.N., and Drew, J.H. (1991). A Multistage model of consumers’ assessments of service quality and value. Journal of Consumer Research, 17(March), 375-384.

  • Bowen, J., & Ford, R. C. (2004). What experts say about managing hospitality service delivery systems. International Journal of Contemporary Hospitality Management, 16(7), 394-401.

  • Bryman, A., & Cramer, D. (1999). Quantitative data analysis with SPSS release 8 for window: a guide for social scientist. London: Routledge.

  • Cavana, R. Y., Delahaye, B. L., & Sekaran, U. (2000). Applied business research – qualitative and quantitative. Australia: John Wiley.

  • Church, I., & Newman, A.J. (2000). Using simulations in the optimization of fast food service delivery. British Food Journal, 102(5/6), 398-405.

  • Clow, K. E., Kurtz, D. L., Ozment, J., & Ong, B. S. (1997). The antecedents of consumer expectations of services: an empirical study across four industries. The Journal of Services Marketing, 11(4), 230-248.

  • Collins, J. (2002). Chinese entrepreneurs in Australia. International Journal of Entrepreneurial Behaviour & Research, 8(1/2), 113-133.

  • Danaher, P. J., & Mattsson, J. (1994). Customer satisfaction during the service delivery process. European Journal of Marketing, 28(5), 5-16.

  • Edvardsson, B. (1997). Quality in new service development: key concepts and a frame of reference. International Journal of Production Economics, 52(1/2), 12-21.

  • Euromonitor (2004). Consumer foodservice in Malaysia. Euromonitor, July. Jamal, A. (1996). Acculturation: the symbolism of ethnic eating among contemporary British consumers. British Food Journal, 98(10), 14-28.

  • Jones, P and Peppiatt, E.(1996). Managing perceptions of waiting times in service queues. International Journal of Service Industry Management, 7(5), 47-61.

  • Josiam, B. M., & Monteiro, P. A. (2004). Tandoori tastes: perceptions of Indian restaurants in America. International Journal of Contemporary Hospitality Management, 16(1), 18-26.

  • Leung, M. W. H. (2002). From four-course Peking duck to take-away Singapore rice. International Journal of Entrepreneurial Behaviour & Research, 8(1/2), 134-147.

  • Marvin, B. (1992). Restaurant Basic: Why guest don’t come back and what you can do about it. John Wiley & Sons: New York, NY.

  • Nadzri, A. (2005), Why Indian Muslim restaurant popular? New Strait Times, Food, 26 June 2004.

  • Pang, C. L. (2002). Business opportunity or food pornography? Chinese restaurant ventures in Antwerp. International Journal of Entrepreneurial Behaviour & Research, 8(1/2), 8-161.

  • Ramli, A. S., & Ahmad, R. (2003). Factors influencing customers patronizing Indian Muslim restaurant. Proceeding of the 2003 Tourism Educators of Malaysia Conference.

  • Ritchie, J. R. B., and Goeldner, C. R. (1987), Travel tourism and hospitality research: A handbook for managers and researchers. Chichester : John Wiley and Sons, Chichester.

  • Robson, C. (1993), Real World Research: a resource for social scientist and practitioner research. Oxford: Basil Blackwell.

  • Salkind, N. J. (2003). Exploring research (5th Ed.). New Jersey: Prentice Hall.

  • Schlesinger, L. A., & Heskett, J. L. (1991). The service-driven service company. Harvard Business Review, 69(5), 71-81.

  • Sill, B. T. (1991). Capacity management: making your service delivery more productive. Cornell Hotel and Restaurant Administration Quarterly, 31(1), 76-87.

  • Ticehurst, G.W., & Veal, A.J. (1999). Business research methods: a managerial approach. Australia: Longman.

  • Verbeke, W., & Lopéz, G. P. (2005). Ethnic food attitudes and behavior among Belgians and Hispanics living in Belgium. British Food Journal, 107(11), 823-840.

  • Walsh, K. (2002). Service-delivery strategies: there approaches to consulting for hospitality. Cornell Hotel and Restaurant Administration Quarterly, 43(6), 37-48.


Abstract Views: 448

PDF Views: 0




  • Restaurant Service Delivery Attributes and Customer Patronization: Comparison of Two Malaysian Ethnics Restaurants.

Abstract Views: 448  |  PDF Views: 0

Authors

Zulhan Othman
Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia
Mohd Salehuddin Mohd Zahari
Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia
Mohd Hairi Jalis
Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia
Mohd Radzi Salleh
Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia
Mohummad Izzat
Faculty of Hotel and Tourism Management MARA University of Technology, Selangor., Malaysia

Abstract


This study examines the extent of restaurant service delivery attributes influences Malaysian customers' patronization. Customers' assessment, through their dining experiences of the service delivery attributes and intention of re-patronization in two types of ethnic restaurants (Indian Muslim and Malay restaurants) are also investigated. Besides quality of food, efficient and consistent of service are the major factors contribute to customers' propensity of patronizing restaurants follows by the availability of snack food and opening hours. These elements are mostly met in the Indian Muslim restaurants compared to Malay restaurants. These differences have given significant impact and implications to Malay restaurant operators. Finding of this study also provides information for the potential restaurant operators that effective operation management techniques improved customer satisfaction thus lead to repeat patronization and attaining customer satisfaction through efficient service delivery is a key to survival in today's sophisticated restaurant businesses.

Keywords


Service Delivery, Patronization, Customer, Restaurant, Indian Muslim, Malay

References