Abstract:
This study aims to determine the customer perception on service quality at table service
restaurants in Kuala Terengganu. The researcher adapted SERVQUAL model with five
attributes of service quality; tangibles, reliability, responsiveness, assurance and empathy,
to measure the level of service quality from customer perception. Purposive, systematic
random and convenience sampling were used to get the sampling frame. A total of 300
questionnaires were distributed to 30 selected restaurants, of which 290 were returned
completed, representing a response rate of 96.7%. The findings indicate that
responsiveness is the most important expectation of restaurants customer, followed by
tangibles, assurance, empathy and reliability. While the customer perception of service
quality most influence by reliability, followed by responsiveness, tangibles, assurance
and empathy. The restaurants service fails to meet the customer expectation. Customer
more satisfied with the service provided compared to the food served. Customer received
more value for their money when restaurant provide a quality of food together with the
service. But they perceived food is more valuable for their money compared to food
when it comes separately. These shows, restaurants customers at Kuala Terengganu were
not prepared to spend a lot of money for better service and considered as price sensitive.
The results also indicate there were positive correlation between customer perception of
service quality, with customer satisfaction and value for money.
