DOI :10.24924/ijabm/2019.04/v7.iss1/103.120
Views: 284 | Downloads: 359

THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: A STUDY OF ARAB RESTAURANTS IN MALAYSIA

Wessam Monther
Lord Ashcroft International Business School
Anglia Ruskin University, UK

Ananthlakshmi Mahadevan

FTMS College, Malaysia

Keywords: Service quality, Customer Satisfaction, Malaysia, Arab Restaurants.

full-text pdf before

Abstract

The aim of conducting this research is to study the impact of service quality on customer satisfaction for Arab restaurants in Malaysia. The factors of service quality that were adopted are Tangibility, Reliability, Responsiveness, Assurance and Empathy. In order to accomplish the objectives of this research, a quantitative approach has been adopted to conduct the study with positivism paradigm, explanatory design, and cross-sectional strategy. The data collection was done through survey questionnaire with three parts, first part includes respondents' personal information, and second part includes questions about independent variables, third part about dependent variable which is customer satisfaction, the questionnaire was distributed among 200 respondents in the demographic area. However, the data was collected from 135 completed questionnaire observed by convenience sampling. The adopted data in this research is primary data. The data was analyzed by the software SPSS 24.0 where the correlation analysis was conducted to examine the relationship between the variables of service quality and customer satisfaction, and regression analysis to explore the impact of the independent variables on customer satisfaction, according to the findings of this study, the correlation analysis has demonstrated that the relationship between five variables and customer satisfaction is positive relationship, and the regression analysis demonstrated that all variables of service quality have a positive significant impact on customer satisfaction except the responsiveness has negative significant impact on customer satisfaction.

Reference

Aftab, J., Sarwar, H., Sultan, Q. and Qadeer, M. (2016). Importance of Service Quality in Customer Satisfaction (A Study on Fast Food Restaurants). Entrepreneurship And Innovation Management Journal, 4(4), 161-171.



Copyright © FTMS Journal 2013-2021
This website best viewed in IE8 and above & Firefox at 1280 x 1024 resolution.

Creative Commons LicenseThis work is licensed under a Creative Commons Attribution 4.0 International License.