Service Quality Dimensions as Correlates of Customer Satisfaction and Behavioral Intentions: The Case of Fast Food Restaurants in Subang Jaya, Selangor, Malaysia

Abstract

Service quality is the key to a successful restaurant. When customers are satisfied with the services offered, the likelihood of customers returning to the restaurant is high. The quality of food, prices and the service itself seem to be the salient factors for customers to dine in. Thus, identifying which factor in the service quality dimensions is most important for the customer is primarily the focus of this paper. In this study, the researchers made use of descriptive correlational research design utilising 250 local and 250 international students in Malaysia as subjects. Convenience sampling was used in the selection of respondents. The study shows that customers have satisfactory perceptions on the prices and quality of food served by fast food restaurants in Malaysia. Further, results indicate that cleanliness is the most important predictor of customer satisfaction. It was found out also that ambience and food greatly influenced the behavioural intentions of the respondents. Lastly, the study shows also that no significant differences were seen in the customers' perceptions and satisfaction on the service quality.