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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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Abstract

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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