Abstract:
Eating out in Malaysia is more than a social activity, but it is a part of the Malaysian
cultural identity. In this respect, kopitiams are at well positioned because they are
competitively priced with casual dining atmosphere, thus appealing to many average
Malaysians. Due to the rising of raw material cost and labour shortage challenges in
the food service industry, kopitiams are having difficulties to provide good food and
good service. Regardless of the problems faced, customers expect restaurant service
to be at least maintained. Therefore, this study aimed to identity the perceived value,
customer satisfaction and behavioral intentions and the relationship among these three
attributes towards kopitiams in Ipoh. The instrument used for this study was in the
form of questionnaire using face-to-face interviews technique. The questionnaire was
divided into four parts namely section A (perceived value), section B ( customer
satisfaction), section C (behavioral intentions) and section D (socio-demographic
profile). All of the questions were measured using a 7-point Likert-type scale. A pilot
test involving 35 respondents was conducted at Kuala Terengganu. Content validity
and internal consistency of measures were used to ensure the validity and reliability of
the questionnaire.
