The perceived value, customer satisfaction and behavioral intentions towards kopitiams in Ipoh

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.