Full-Service Restaurants : Effect Of Restaurant Quality Attributes On Consumer Behaviour Outcomes

Lim, Shu Yee (2016) Full-Service Restaurants : Effect Of Restaurant Quality Attributes On Consumer Behaviour Outcomes. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the trend of dining in restaurants has become more popular in Malaysia. In an increasingly competitive environment, restaurants must be focused on customer using marketing concepts that identify their needs thus leading to their satisfaction and increased behavioral intention. The purpose of this study is to examine the relationship between the attributes of restaurant quality and consumer behavior outcomes and to determine the most important restaurant quality attributes on consumer behavior outcomes in full service restaurant industry. In this study, the restaurant quality attributes consist of food quality, service quality and atmosphere quality. This study utilize designed a questionnaire approach based on restaurant quality attributes, customer satisfaction and behavioral intention. The data will be collected from 350 customers of full-service restaurants in Malacca, Malaysia. Reliability and validity test, descriptive statistical analysis, Pearson correlation, multiple regression analysis and hypothesis test have been applied to analyses the result of this study. The results of this study were illustrated that food quality, service quality and atmosphere quality positively influencing the consumer behaviour outcomes in full-service restaurant industry and the atmosphere quality is the most important restaurant quality attributes on consumer behaviour outcomes in full-service restaurant industry.

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