Casual Dining Restaurants: the Service Provider Attentiveness Towards Customer Satisfaction

Topics: Types of restaurants, Service system, Fast casual restaurant Pages: 16 (4722 words) Published: July 28, 2013
CASUAL DINING RESTAURANTS: THE SERVICE PROVIDER ATTENTIVENESS TOWARDS CUSTOMER SATISFACTION

Wan Fatimah Wan Mohd Nowalid¹
Noorazlin Ramli²

¹Tourism and Hospitality Department, Politeknik Sultan Idris Shah, Sg. Lang, 45100 Sg. Air Tawar, Selangor. wanfatimah@psis.edu.my

²Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Terengganu, 23200 Dungun, Malaysia. noora115@tganu.uitm.edu.my

ABSTRACT

This study was designed to examine to what extent does service provider attentiveness is importance towards customer satisfaction. Through personally administered questionnaires, a significant of data was gathered. This research study was carried out in Kuala Lumpur and Selangor. With regard to the area of the study, five numbers of casual dining has been chosen in order to collect relevant information. Thus, 44 customers from each restaurant were expected to be surveyed and this would come to a total of 220 respondents thus would give reliable and meaningful results. A series of analyses looking at frequencies and mean scores statistics was undertaken. Results revealed that customers of each restaurant are satisfied with the overall quality of service delivery, service provider attitude, personnel hygiene and restaurant environment. Despite these, the most outstanding result obtained is related to service delivery. In addition, the results revealed that if the service provider attentiveness increased this strongly influenced a customer satisfaction and their attention to repeat patronization. This scenario highlights several important points which should be acted on by most of the casual dining restaurants operators to better understand customer needs.

Keywords: service provider attentiveness; customer satisfaction; casual dining restaurants; service delivery; repeat patronization.

Introduction
As mentioned by Muller and Woods (1994), the casual dining restaurant industry started growing in the 1970s and 1980s when specialized concepts combined a broader menu appeal with higher pricing strategies than the family dining concepts and quick service restaurant. Generally, casual dining is a restaurant that serves moderate price of food in a casual atmosphere. It comprises a market segment between fast food establishments and fine dining restaurants (Yap and Kew, 2009). In Malaysia, casual dining is growing in popularity. As verified by trade sources, consumers prefer to be served rather than being asked to take an order to the counter themselves. Nando’s, for example has undergone a revamp to make it a contemporary casual dine-in concept and serves customers whenever they want to dine in. The eat-in and takeaway expenditure split was 98% and 2%, respectively. The higher percentage for eat-in is largely due to the majority of consumers visiting FSR not only to enjoy their meals, but also to enjoy the ambience and service (Euro Monitor, 2011). Due to the strong development of the casual dining restaurant around the globe, Yap and Kew (2009) contended that, the quality of the foods and services rendered to the customers were constructs popularly focused among the researchers. The qualities of foods and services have long been recognized as crucial factors for success and survival in today’s restaurant business market. Notably the quality of food and satisfaction concepts have been linked to customer behavioral intentions, like purchase and loyalty intention and willingness to spread word of mouth (Ryu, K. et al., 2012). In Malaysia, the restaurant industry is undergoing a dramatic transformation and experiencing heightened competition. Casual dining restaurant is an important but often neglected area of study (Yap and Kew, 2009). The fact is that restaurant business is regarded as a low credence service and the quality of the services and food are difficult to prove until customers patronize the restaurant. It is worth to highlight that the quality of the service and food that...

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