Influencing Factors on Customer Satisfaction

Arab restaurants are increasingly operating in Malaysia. There is fierce competition between these restaurants and other types of restaurants to attract customers. Customer satisfaction has become increasingly important for restaurant to survive. The purpose of this study is to find the perception status of customer satisfaction and the factors that affect it at Arab restaurants in Kuala Lumpur, Malaysia. The relationship between the dependent variable of this study which is customer satisfaction and the independent variables which are service quality; food quality; physical environment; and price, is investigated in this study. The study uses adopted questionnaire to collect the data from respondents. Respondents are customers at Arab restaurant. The relationship between price and customer satisfaction was found to be negative and insignificant with correlation of -0.093. Recommendations to enhance customer satisfaction are provided.