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Factors Perceived by Customers in Choosing Restaurant

Norazilawati, Abdul Razak (2011) Factors Perceived by Customers in Choosing Restaurant. Masters thesis, Universiti Utara Malaysia.

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This paper examines the factors perceived which influence customers’ decision in choosing suitable restaurant for their meals. Since the restaurant sector is one of the fastest growing sectors, it is a paramount important to investigate the customers’ perception on restaurant service quality. Sampling used in this study is a simple random sampling on 100 customers of restaurants in Perlis, Malaysia. The survey reported in this paper on customers of restaurant has gathered the perception of quality according to a Likert scale from one to five. The research found that the four elements of restaurant service quality have a strong relationship with the customers’ decision and selection of restaurant. Good quality of food is rated the most important factor to be perceived followed by quality of service, place / physical of restaurant and cost of meals.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Customers' Choice, Restaurant
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 29 Jul 2012 08:45
Last Modified: 19 Apr 2016 04:08
URI: http://etd.uum.edu.my/id/eprint/2853

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