Determinants of Customer Satisfaction Towards Local Malaysian Restaurants

Presently, there is low recognition and appreciation as well as customer satisfaction on Malaysian brands as compared to the foreign brands. Hence, the objective of this paper is to determine the factors that influence customer satisfaction towards a local Malaysian brand, in particular the Malaysian local restaurants. A total of 884 copies of questionnaire were distributed to restaurant diners in Johor Bahru, Malaysia, and 300 sets of the questionnaire were fully completed and returned. The survey revealed that quality of physical environment, service quality, and pricing positively influence customer satisfaction towards local Malaysian restaurant. The findings also underline that food quality and restaurant image did not influence customer satisfaction. The findings could be used to measure the current food quality and image of locally-run restaurants in Malaysia.