Factors Influencing Customer Revisit Intention to Mamak Restaurants in Penang

Abstract

In line with the growth of the food service industry, unlimited choices of ethnic restaurants are increasing in Malaysia and since Malaysia is a multicultural country, consuming cross-ethnic food is deemed a common phenomenon in the country. The most popular choice of food service establishments in Malaysia is Mamak restaurants, which have increasingly generated revenue that contributed approximately RM8 billion to Malaysia's economy. This study was undertaken to examine customer revisit intention to Mamak restaurants in Penang. Data were collected from customers who revisit the randomly selected Mamak restaurants in Penang. The respondents were given 384 questionnaires, which later recorded a 97.7% response rate, attributing to 375 usable questionnaires for data analysis. The findings showed that the three variables of food quality, service quality, and environment are the factors related to customer revisit intention. This study has provided insights into customer revisit intention to revisit Mamak restaurants in Penang, which benefits the restaurant industry to be able to practically adapt customer revisit intention and achieve competitive advantage.