Abstract:
This study was conducted with the purpose of identifying and determines
influencing factors of respondents which dining-out experience and consumers' post
purchased attitude towards service firm. Data from 150 respondents, comprising of
local tourist who had visited the Cameron Highlands, were collected using a
convenience sampling technique through a questionnaire survey. Four influencing
factors of respondents dining-out experience and consumers' pot-purchased attitude
towards service firm were analyzed by using Spearman Rank correlation. Based on
the results, influencing factors on service quality for environmental quality have
moderate relationship towards consumers' post-purchased attitude towards service
firm and these were labeled as "restaurant's environment", "ambience condition" and
"decor". As a conclusion, service quality (environmental quality), perceived value
(value for money) food and beverages (appearance and presentation) and service
quality (staff behavior) on friendliness had positive relationship to consumers' post
purchased attitude towards service firm.
