Factors influencing customers' satisfaction towards Subaidah restaurant in UUM

The purpose of this study is to investigate the influencing factors of customer satisfaction in restaurant industry, Since the restaurant sector is one of the fastest growing sectors in malaysia, it is a paramount important to investigate the customers’ perception on restaurant factors influencing customers satisfaction. A total of 327 questionnaires were collected from the customers of Subaidah restaurant in UUM. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the study hypotheses. The findings of this study show that Service quality, Food quality, Physical environment, Restaurant facility and Halal elements are positively and significantly influence overall customer’s satisfaction. While Food price influence on overall customer’s satisfaction was not supported by the result of the hypotheses. Findings of this study provide more insight to managers of hospitality industry especially in the development of restaurant industry that will give some managerial implication and useful direction for restaurateurs. Moreover the findings of this research can also be extremely important in the basis of providing solutions and information for restaurants managers and scholars in the area of customer satisfaction with the specific interest in catering and hospitality industry.