Abstract:
In recent years, a steady growth in the number of ethnic restaurants, including
Japanese restaurants has made the restaurant industry increasingly competitive. With
the growing wealth and changing lifestyle, customers are becoming more demanding
not only on the quality of foods but also on the services they received. As a result, in
the highly competitive market especially Klang Valley, it is important for restaurant
operators to be aware of the wants and needs of customers in order to ensure their
survival. The effect of economic downturn has been felt by many in the restaurant
industry and in coping with it, various measures has been deployed such as purchasing
inexpensive ingredients and( or) decreasing the portion size all together in order to
maintain the selling price. Besides that, due to the prolonged effect of Fukushima
nuclear plants disaster, Japanese restaurant operators found themselves dealing with
new problem of consumers' perception towards safety of Japan imported ingredients
used in their premises. The general purpose of this study was to study the level of
perceived values, satisfaction and behavioral intentions of Japanese casual-dining
restaurant diners. Specifically, this study had to identify the most influencing factor
towards customer satisfaction and behavioral intentions; and investigates the
relationship among perceived value, customer satisfaction and behavioral intentions.
In this research, the instrument used was in the form of questionnaire using the face
to-face interview technique to collect the data.
