The perceived value, behavioral intentions and customer satisfaction towards mamak restaurants in Muar

Abstract

Eating out is a part of the Malaysian cultural identity and a focal point for meeting friends and family. In Malaysia, people of all races, religions and ages frequently visit mamak restaurants. It is much in part because mamak restaurants offer a variety of foods from a simple teh tarik to a much elaborate dish such as nasi briyani. Due to the global economic downturn which resulted in the increase of operational as well as labor costs, mamak restaurant operators face mounting challenges to provide good food as well as service while keeping the cost-increase-related problems at bay. Nevertheless, with all the difficulties faced, customers expect the performance of mamak restaurants to be at least maintained. This study's general aim was to understand the perceived value, customer satisfaction and behavioral intentions towards mamak restaurants in Muar. In doing so, this study had to identify: the most influencing factor towards customer satisfaction and behavioral intentions; and the relationship among perceived value, customer satisfaction and behavioral intentions. A pilot test involving 35 respondents was carried out in Kuala Terengganu.