The Influence of Service Quality and Food Quality Towards Customer Fulfillment and Revisit Intention

The intensely competitive environment existing in the restaurant sector makes it vital for firms to achieve customer satisfaction in order to survive in the long term. Obtaining customer satisfaction means that they become an effective and efficient communication resource, at no cost to the firm. Prominent among the factors that determine the levels of customer satisfaction in the food and beverage contexts are service quality and product quality. Nowadays, Chinese cuisine is becoming more attractive and accepted worldwide. Due to large population of Chinese Muslims in Malaysia, restaurants catered or owned by Chinese Muslims are now increasing and cater to all races in Malaysia. Therefore, the objective of the study is to identify the relationship between service quality and product quality towards customer satisfaction and examine revisit intentions of 9 Chinese Muslim restaurants in Shah Alam, Malaysia. The questionnaire was tested for reliability before being used. Correlation and regression analysis were employed to investigate the relationship between the service and product (food), customer satisfaction and revisit intentions to these restaurants. The findings of this study indicate that service quality and food quality have a significant relationship on customer satisfaction and thus have a significant relationship towards revisit intention. In conclusion, it was found that all customers were satisfied with these restaurants and willing to recommend Chinese Muslim restaurants to their relatives and friends and they were also willing to revisit this type of restaurant in the future

Street Food Culinary and Dining Experience on Tourist Gratification in Kuala Lumpur Malaysia

Objective: Culinary as well as dining experience and tourist gratification are debatably the two basic subject areas that organizational researchers and tourism industry looks into in order to appreciate tourist decision towards revisit intention. This study focused on tourists’ gratification with their street food culinary as well as dining experience in Malaysia.  Using a relationship process, this study also explores satisfied tourists’ willingness and for each of the two key attributes of experiences: culinary experience and dining experience.  Understanding this important relationship is vital for foodservice operators in reaching the desired level of tourist gratification.  Methodology: Regression analysis indicated that culinary experience is more important than dining experience which significantly determined tourists’ overall gratification.  Findings: Overall, the finding of the hypotheses in this research showed that culinary experience does have the highest standardized beta coefficient value (β=.292, p<.05) and had been determined as the most positive effect to tourists’ gratification as compared to dining experience (β=.158, p<.05). Meanwhile, dining experience has the most positive effect to revisit intention with highest standardized beta coefficient value (ß=.628, p<.05) and culinary experience have a slightly lower standardized beta coefficient value (ß=.181, p<.05) Based on the results, all hypotheses were accepted and supported by the findings. Implications: This research therefore adds a new dimension to tourist gratification and revisit intention, especially in the area of tourism industry